Win Big with Small: The Influence of Organic Food Packaging Size on Purchase Intention

Shichang Liang · Min Zhang · Yuxuan Chu · Lili Teng · Lingling He

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Consumer Packaging Perceptions and Trends Organic Food and Agriculture Consumer Attitudes and Food Labeling

Abstract

People pay much attention to food and health issues, more so these days. Organic food brings its own "organic" aura as soon as it is produced. Despite the many studies on organic food packaging at present, they mainly focus on packaging design, materials, and colors and pay less attention to packaging size. In view of this gap in the literature, this study explores the influence of organic food packaging size on consumer purchase intention. This article conducted two experiments with 755 participants to examine the effect of organic food packaging size on purchase intention. The results show that the packaging size of organic food has a significant influence on consumer purchase intention. Specifically, the small size of organic food packaging (vs. large) can improve consumer purchase intention, and the green perceived value plays an intermediary role (Study 1). In addition, the consumers' construal level moderates the influence of organic food packaging size on their purchase intention. For consumers with a high construal level, the small size of organic food packaging (vs. large) can improve their purchase intention. For consumers with a low construal level, large packaging size (vs. small) of organic food can improve their purchase intention (Study 2). This study reveals the psychological mechanism and boundary conditions of organic food packaging size on consumer purchase intention and provides practical enlightenment for enterprises in formulating the size of organic food packaging.

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References

1991The theory of planned behavior 2001Consumer perceived value: The development of a multiple item scale 2010Construal-level theory of psychological distance.1991Why we buy what we buy: A theory of consumption values 2003Temporal construal.1988Communication and Control Processes in the Delivery of Service Quality 2009The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services 2012Enhance green purchase intentions

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