The Impact Of Product Packaging On Consumer Perceived Value And Purchase Intention Of Plant-Based Milk In Vietnam

Abstract

The main focus of this study was to investigate how product packaging affects consumer perceived value and purchase intention. Furthermore, the study also examined the mediating role of consumer perceived value in the relationship between packaging and purchase intention. Applying to examine the plant-based milk product industry in Vietnam, the findings of this research will highlight that packaging is considered as a critical tool to strengthen product quality and enhance the sales of the dairy alternatives. Marketers are paying more attention to reinforce the advantages of colors, material, graphic design, attached information, typography and origins on packaging, hence the brand can raise the consumer perception about products and increase the likelihood of decision to purchase. To reach the research objectives, this study investigated the 7 elements of product packaging that can impact consumer perceived value of a particular product namely: Colors, Typography, Product Images, Graphic Design, Product Information, Packaging Material and Country of Origin. The study was conducted based on the Planned-Behavior theory and other supportive theories, also earlier studies of many authors to strengthen the main points and related hypotheses. The author also applied the Quantitative method to analyze the data, with statistical techniques which are Reliability test, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling Analysis (SEM) in SPSS (version 20) and AMOS to evaluate the interaction also influences between variables. The study has been conducted from May to December of 2023 in Ho Chi Minh. 356 valid responses collected from the online questionnaire survey distributed via Facebook and Instagram. These responses were analyzed with SPSS software and AMOS tools. The findings showed that packaging attributes have both direct and indirect associations with the consumer perceptions and purchase intention for both emotional elements and functional elements of plant-based milk product packaging. In addition, the results also present an impact of age – a demographic factor that has an obvious influence on how consumers perceive the product value through its emotional elements of packaging, contrasting with functional elements, while there was a negligible impact over the consumer perceived value of plant-based milk products.