Investigating the Effect of Packaging’s Visual and Informational Elements on Consumers Purchase Behavior of Food and Health Products

Packaging is one of the most important features of a product and is also called the silent marketer. The importance of packaging elements is such that they can affect the purchasing decision. The present research has been conducted to examine the effect of packaging elements on consumers purchase behavior of food and health products. This applied research was conducted with a survey method. The statistical population was composed of food, health and cosmetics products consumers in Sanandaj city stores. The data collection tool was questionnaire that its content validity and reliability (by using Alpha Cronbach test) was validated and confirmed. The questionnaires were distributed by using convenient sampling and and finally 384 questionnaires were collected. Data were analyzed by using SPSS and LISREL software. The findings show that there is a significant relationship between research variables. Visual and informational elements of packaging have a significant effect on consumer purchase behavior. In addition, the effect of informational elements on purchasing behavior is greater than visual elements.