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Journal Articles

How consumption-supportive packaging functionality influences consumers’ purchase intentions: the mediating role of perceived product meaningfulness

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Christian V. Baccarella, Lukas Maier, Kai-Ingo Voigt
Journal: European Journal of Marketing
European Journal of Marketing (2021) 55 (8): 2239–2268.
https://doi.org/10.1108/EJM-10-2019-0799
Published: 27 May 2021
... perspective on package design, and thus advances the understanding of how to package functionality can influence consumer responses. Moreover, this study contributes to the Gestalt theory because it applies a holistic design view on the packaging that influences product perception. Practical implications...
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