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

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.

How price labeling strategy affects consumers' purchase intention? The role of perceived price difference in price assessment

“…Thus, it's better for them to use unit price to label their products, which may bring two main advantages: First, the unit price may lower consumer's price perception to a certain extent and increase consumer's purchase intention; Second, the small unit in price labeling is shown to connect with high product quality (Yan et al. , 2014; Liang et al. , 2022).…”

“…Conversely, for retailers targeting the high-end market, prices of their products are typically higher than the average market level. Thus, it's better for them to use unit price to label their products, which may bring two main advantages: First, the unit price may lower consumer's price perception to a certain extent and increase consumer's purchase intention; Second, the small unit in price labeling is shown to connect with high product quality (Yan et al, 2014;Liang et al, 2022). Thus, for grocery stores that want to promote a premium status, using unit price will be a good way to convey stores' image to their customers.…”

Development of new frozen food products: The effects of product attributes and marketing factors on sales of frozen cooked rice and dumplings

“…In the product aspect, weight is one of the main product attributes used as a tool for market segmentation (Datta, 1996). In the process of making purchasing decisions, consumers commonly evaluate and gauge the weight of products beforehand (Liang et al, 2022). The preferred packaging weight can differ based on consumer characteristics, such as perceived psychological distance from the products (Liang et al, 2022) and interest in comparing packaging alternatives (Shirai, 2020).…”

“…In the process of making purchasing decisions, consumers commonly evaluate and gauge the weight of products beforehand (Liang et al, 2022). The preferred packaging weight can differ based on consumer characteristics, such as perceived psychological distance from the products (Liang et al, 2022) and interest in comparing packaging alternatives (Shirai, 2020). Today, to reach diverse consumer segments, multiple variations in the market occur in which the same product is developed with different weights (Tompkins et al, 2010).…”

A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products

“…Compared with ordinary agricultural products, green agricultural products may have more stringent environmental requirements during the growing process, but this type of information is not within the scope of mandatory information disclosure by firms. Previous studies have also paid less attention to such non-mandatory disclosure information, i.e., the role of invisible information, and have mainly focused on the impact of visible information such as product prices ( Katt and Meixner, 2020 ; Melovic et al, 2020 ; Wang et al, 2020 ; Zheng et al, 2021 ), packaging ( Chang et al, 2021 ; Liang et al, 2022 ) and labels ( Spognardi et al, 2021 ; Ma et al, 2022 ). Sustainable product labeling can have a significant impact on consumers’ purchasing decisions by providing enough information to obtain timely and reliable information about the environment in which food is grown ( Giacomarra et al, 2021 ).…”