Visual elements in food packaging and consumer choice: a moderated mediation analysis of consumer satisfaction in the tea market

Abstract

This study examines how consumer satisfaction moderates the relationship between visual packaging elements and purchase intention in low-involvement products. Whilst packaging design’s influence on purchase decisions is well-documented, understanding of boundary conditions remains limited. Using orthogonal experimental design, we systematically manipulated five visual elements (Colour, Graphics, Logo, Typography, Layout) and collected data from teabag consumers through a cross-sectional questionnaire. We employed structural equation modelling and Fuzzy-Set Qualitative Comparative Analysis (fsQCA) for analysis. Results demonstrate that satisfaction significantly moderates the indirect effect of visual elements on purchase intention through brand experience. As satisfaction increases, visual elements’ impact through brand experience strengthens. Different elements exhibited distinct patterns: Colour, Graphics, Logo, and Layout demonstrated significant moderating effects, whilst Typography exhibited limited moderating effects. Through fsQCA analysis, multiple conditional combinations influencing purchase intention were identified, confirming the findings of the SEM study and highlighting the complex interactions between variables. These findings provide evidence-based guidelines for packaging designers and brand managers in the tea industry.