Proposing the Model of Consumer Emotions in the Packaging Industry Using the Structural Modeling and Interpretative

The purpose of this study is to identify the types of consumer emotions, categorize and explain their relationships in the packaging industry. In order to achieve the research goals, in the first step, the types of emotions delivered to consumers by product package were identified by conducting in-depth interviews with 50 consumers in Isfahan through purposive sampling method to reach saturation and thematic analysis method was used. In the second step, the emotions identified by using affinity diagram (KJ method), categorized into six groups with the help of several experts in the field of linguistics and consumer behavior. Finally, in the third step, these emotions were leved by Interpretative Structural Modeling (ISM) technique and their relationships were determined. The results of the research led to the design of a consumer emotion model in the packaging industry at five levels. The consumer emotion toward packaging design was identified as the most influential factor in stimulating other emotions in consumer. The consumer emotion toward purchasing was also recognized as the most susceptible dimension.