Abstract Brand design expands the connotation and extension of products, satisfying consumers’ purchase needs to a maximum extent. This study aims to use the S-O-R theory to explore the key factors that stimulate consumers’ behaviors in purchasing bottled water and investigate the influences of design-driven fast-moving consumer goods (FMCG) on purchase intentions of consumers. A questionnaire survey was conducted for data col-lection and the bootstrapping program of PLS-SEM was used in data analysis and significance evaluation of 322 samples finally obtained. The results show that brand image and design-drive attribute can positively affect perceived value, while sensory experience and brand image can positively impact emotional attitude. However, sensory experience does not directly facilitate perceived value and design-driven attribute cannot effectively affect emotional attitude. Both brand image and design-driven attribute can significantly influence purchase intention, while sensory experience does not have such a influence. Emotional attitude has a significant mediating effect on purchase intention, with a partial mediating effect of perceived value on purchase intention. These results have enriched the research on the influence of design-driven attribute on consumer purchase behavior and empirically analyzed the relationships of product knowledge and perceived value of consumers with their purchase intentions, providing new evidence for understanding the relationship between consumer purchase intentions and design-driven brands. The importance of design-driven attribute has been emphasized in this study, which is of important practical significance in exploring the underlying mechanism of consumer purchase intention and promoting the sustainable development of product design.
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