https://www.mdu.se/

Research questions:

How does product packaging influence Gen Z’s  purchasing behavior?

Purpose:

The primary purpose of this research is to examine how packaging attributes, such as visual and material elements, interact with intrinsic product  quality to shape consumer perceptions and purchase decisions.

Method:

A qualitative research

Conclusion:

According to the research, Generation Z's purchasing decisions are most influenced by traditional packaging features like material quality, functional structure, and colour harmony, while just a few contemporary attributes such as visual designs have a substantial but secondary impact. Notably, other contemporary trends like sustainability and phygital integration (eg: QR codes, AR) did not demonstrate statistically significant effects in the study. The findings supported the research hypothesis that packaging is not just a necessary functional factor but also an

effective communication and branding tool in building emotional and symbolic relationships between Gen Z consumers and products. The major theoretical contribution of this study was that the application and extension of Kotler’s Three-Level Product Model was validated. The research results demonstrated that Gen Z consumers increasingly treat packaging as part of augmented product and there is less distinction between product and presentation. Additionally, the self-expression theory and shareability concepts were also empirically tested. The research results further proved that packaging could be a tool to enhance product authenticity and digital interaction and the concept of shareability was empirically validated.