The effect of creative packaging on customers’ purchase intention mediated by customers’ personality traits

Mohammadjavad Shabankareh, Mohammad Akbarnia, Jahangir Hamzavi, Ali Sarhadi and Ghorban Nahanipour

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 4, 539-561

Abstract: This study investigates the effect of creative packaging on customer purchase intention through the lens of the Stimulus-Organism-Response theory. Based on a sample of 384 customers from a major Iranian retail chain, data were collected via a questionnaire and analyzed using structural equation modeling (PLS-SEM). The results reveal that the two dimensions of creative packaging, divergence and relevance, significantly influence both customer personality traits and purchase intention. Moreover, personality traits such as value consciousness and shopping enjoyment positively affect purchase intention and mediate the relationship between creative packaging and purchase decisions. These findings contribute to the consumer behavior literature by providing empirical support for the psychological mechanisms underlying the effect of creative packaging on purchasing behavior.

Date: 2025
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DOI: 10.1080/21639159.2025.2541690

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