Measuring the‏ ‏Aesthetics of Packaging Impact and Perceived Product Quality on the‏ ‏Intention Purchase with the ‎Moderating Role of Consumer Innovativeness and Consumer Environmental Concern Background

One of the ways to differentiate by packaging is to have aesthetic aspects of the packaging. Beautiful and innovative packaging can even change consumers’ perceptions of the product, encourage the consumer, and create a shopping opportunity in the market.

The primary objective of this study was to assess the moderating role of consumer innovativeness and environmental concern in the aesthetic relationship of packaging and perceived product quality on the intention to purchase.

The present study was an applied research. It was descriptive-survey and correlational in terms of data collection. The statistical population in the present study included the consumers of dried nuts in Bushehr, Shiraz, Isfahan, Tehran, and Bandar Abbas. Data were collected from 462 questionnaires by the non-random sampling method online and in-person. The validity of the questionnaire was confirmed through face, convergent, and divergent validities. Its reliability was confirmed through Cronbach’s alpha method and composite reliability. Data analysis was performed with structural equation modeling using SmartPLS software.

The findings confirmed the mediating role of consumer innovativeness in relation to the perceived quality on the intention to purchase and the mediating role of consumer environmental concern in relation to the aesthetics of packaging on the intention to purchase. The mediating role of consumer innovativeness and consumer environmental concern in relation to the aesthetics of packaging in the perceived quality of the product was not confirmed. Also, the mediating role of consumer environmental concern in relation to perceived quality on the intention to purchase and ultimately the mediating role of consumer innovativeness in relation to the aesthetics of packaging on the intention to purchase were not confirmed.