Author Information
Maria Lourdes F. Rebulanan, Polytechnic University of the Philippines, PhilippinesAbstract
Packaging serves as a crucial determinant in consumer decision-making processes. This literature review explores the dual impact of two foremost packaging techniques—aesthetic and eco-friendly—on consumer purchasing behavior. The focused of this study is to understand how aesthetic appeal and sustainability of packaging influence consumer purchasing behavior. Aesthetic packaging enthralls through visual appeal, influencing emotions through design elements such as color, graphics, and form to nurture brand identity. On the other hand, eco-friendly packaging supports the escalating consumer demand for sustainability, stressing ethical consumption and curtailing environmental impact. The review implemented a structured methodology with defined inclusion and exclusion parameters. Solely peer-reviewed studies from esteemed journals published within the last ten years were incorporated to ensure their relevance. Studies devoted on consumer behavior and packaging design where the interplay between aesthetics and sustainability were favored. Articles irrelevant to consumer purchase intention or packaging elements, along with non-peer-reviewed sources, were excluded to maintain authenticity. The literature review uncovered that the design of packaging—whether it centers on aesthetics or eco-friendliness—profoundly influences consumer behavior, albeit in distinct means. Findings proposed that the most effective packaging strategies are those that strike a balance between aesthetics and sustainability, adapting to the divergent values and preferences of today’s modern consumers. Recommendations for future research should dig deeper into understanding the cognitive and emotional processes that trigger consumer responses to packaging, as well as exploring innovative resources and designs that can bridge the gap between aesthetic allure and eco-consciousness.
Paper Information
Conference: ECAH2025Stream: Science
This paper is part of the ECAH2025 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Rebulanan M. (2025) “Eco-Friendly or Eye-Catching?” Analyzing the Influence of Packaging on Consumer Choices: A Systematic Literature Review ISSN: 2188-1111 – The European Conference on Arts & Humanities 2025: Official Conference Proceedings (pp. 193-209) https://doi.org/10.22492/issn.2188-1111.2025.18
To link to this article: https://doi.org/10.22492/issn.2188-1111.2025.18
Comments
Powered by WP LinkPress