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Packaging That Tempts: How Design Elements Drive Junk Food Purchase Intentions among Malaysian Youth

Year: 2025

Type: article

Abstract: This study aims to determine the impact of packaging design elements on the purchase intention of junk food among youth consumers at a public university. The study utilized a sample of 263 respondents aged 18 to 30, selected through convenience sampling. Data collection was conducted using structured questionnaires. Descriptive statistics, Pearson correlation analysis, and multiple linear regression were applied to analyze the relationships between packaging graphics, materials, labels, and purchase intentions. These findings underscore the importance of strategic packaging design in influencing youth purchase behavior. The study offers insights for marketers and policymakers to develop packaging strategies that cater to youth preferences, potentially fostering healthier dietary choices and enhancing market competitiveness. Future research is encouraged to explore the influence of cultural and social factors on consumer behavior to further enrich packaging design strategies.

Source: Journal of Advanced Research in Business and Management Studies

DOI: 10.37934/arbms.38.1.4258

Authors: Fatinah Waries Merican Abd Aziz, Nur Aqilah Amalina Jaafar, Norazwa Mohamed Hariri, Gancar Candra Premananto

Institutions: Universiti Putra Malaysia, Universitas Airlangga

Language: English

Topic: Consumer Packaging Perceptions and Trends

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4409867686

FWCI: 1.833

Cites:

Cited by: 1

Related to: 10