Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-06-18 DOI:10.1108/apjml-01-2024-0098
Adrian A. Mabalay
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Abstract

Purpose

This study investigates how consumers perceive the packaging of Philippine coffee social enterprise products and how this impression affects their willingness to purchase based on sensory expectations, brand attitude, product quality perception, and price perception.

Design/methodology/approach

Following a positivist research philosophy, this study used empirical methods, surveying 263 coffee consumers. The coffee packaging prototypes varied across material and graphic designs. The data was analyzed statistically using the Friedman test and Spearman correlation.

Findings

It was found that packaging elements elicit an equal share of emotional responses. Graphics have a greater impact than materials. Females are more affected by visuals, while materials influence males more. Further, packaging design correlates positively and significantly with consumer impressions and willingness to buy.

Research limitations/implications

The sampling methodology limits generalizability. Future studies can use integrated models to analyze the effects of additional packaging variables like color and shape.

Practical implications

Coffee enterprises should focus on graphic rather than material elements. Paper packs with patterned graphics are most attractive to consumers. Targeted gender-sensitive packaging designs are needed. Standardized packaging can help build the Philippine coffee social enterprise industry and support small-scale farmer livelihoods. Environmentally sustainable materials should be prioritized.

Social implications

The findings contribute to the success and growth of small-scale farmers and social enterprises in the Philippines. These businesses can attract more consumers, increase their market share, and ultimately generate more significant social impact by implementing packaging design strategies that effectively communicate product quality, sustainability, and social value.

Originality/value

The study uniquely integrates diverse methods to provide holistic insights into jointly analyzing the effects of packaging materials and graphics. It proposes an expanded conceptual role of packaging in shaping product perceptions using the affective response framework and Kansei approach.

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通过感官包装提高社会企业咖啡的适销性:消费者印象、购买意愿和性别差异
目的本研究调查消费者如何看待菲律宾咖啡社会企业产品的包装,以及这种印象如何在感官预期、品牌态度、产品质量感知和价格感知的基础上影响他们的购买意愿。咖啡包装原型的材料和图形设计各不相同。研究结果发现,包装元素引起了同等份额的情感反应。图形比材料的影响更大。女性受视觉效果的影响更大,而材料对男性的影响更大。此外,包装设计与消费者印象和购买意愿呈显著正相关。今后的研究可以使用综合模型来分析颜色和形状等其他包装变量的影响。带有图案的纸包装对消费者最有吸引力。需要有针对性地设计对性别敏感的包装。标准化包装有助于建立菲律宾咖啡社会企业产业,支持小规模农民的生计。社会影响研究结果有助于菲律宾小农和社会企业的成功和发展。通过实施有效传达产品质量、可持续性和社会价值的包装设计策略,这些企业可以吸引更多消费者,扩大市场份额,并最终产生更显著的社会影响。它利用情感反应框架和康采恩方法,提出了包装在塑造产品认知方面的扩展概念作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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