Product packaging and consumer purchase intentions: a structural analysis in the afghan perfume market

Abstract

In the context of fragrant products in Kabul, Afghanistan, this study investigates the impact of packaging attributes on consumer purchase intentions. Through examining five critical dimensions—packaging color, design, printed information, materials and font styles—this research endeavors to determine how these components influence consumer perceptions and decision-making. This research explores the influence of visual, textual, and material cues on consumer behavior through theoretical frameworks, including the Stimulus-Organism-Response (S-O-R) Framework, the Theory of Planned Behavior (TPB) and Cue Utilization Theory. In order to verify the hypotheses, 389 participants were administered a structured questionnaire, and the data were analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). The results suggest that packaging design, materials and font styles substantially influence consumer purchase intentions, while packaging color and printed information have non-significant effects. These results challenge conventional beliefs regarding the primacy of textual elements and color, underscoring the increasing significance of typography, material quality and design in forming consumer preferences. The study provides valuable theoretical contributions by extending established consumer behavior models and highlights practical implications for marketers, such as adopting sustainable materials and culturally relevant design strategies. Future research should address cultural variability, interactive packaging and longitudinal consumer behavior trends.

Keywords

• Packaging attributes
• consumer purchase intentions
• perfume products
• sustainability
• structural equation modeling (SEM)
• Afghanistan