Influence of product packaging on consumer repurchase intention in case of online purchase

Abstract

This study examines the impact of product packaging on consumer repurchase intentions in online buying, as packaging represents the initial physical connection between the consumer and the product. The research examines four essential packaging attributes—design, color, material, and printed information—to determine their individual and cumulative effects on customer behavior. The research was carried out in the Dinajpur district of Bangladesh, collecting data from 211 participants across several professions. The study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to unveil numerous significant findings. Premium and sustainable materials guarantee product safety during transit while appealing to environmentally aware consumers, enhancing brand loyalty. Printed information is essential, as precise, accurate, and comprehensive product descriptions and usage instructions foster trust and reduce post-purchase apprehensions. Packaging design, including aesthetics, forms, and layouts, fosters emotional engagement and cultivates a memorable unboxing experience, encouraging repeat purchases. Although less influential, the packaging's color is crucial for brand recognition and elicits emotional responses through visually appealing and consistent color schemes. The results highlight the simultaneous functional and emotional roles of packaging in consumer decision-making. In the competitive e-commerce landscape, when physical inspection of products is unavailable, adequate packaging can markedly improve consumer happiness, loyalty, and the probability of repeat purchases. This research offers practical insights for organizations, emphasizing the necessity of matching packaging strategies with customer preferences and sustainability objectives. Furthermore, the study enhances the academic literature by examining the insufficiently investigated nexus of packaging characteristics and online repurchase intentions. This study highlights the strategic significance of packaging in online commerce and provides avenues for further investigation. Future research may broaden the geographical reach, examine the influence of packaging on specific businesses, and analyze the impact of new technological elements like augmented reality on the packaging experience.