Investigating the effect of packaging transparency and information on purchase intention: the mediating role of consumer involvement (chocolate as a case study)

Articles in Press

Document Type : Original Article

Authors

1 Assistant Professor, Management Dept., Faculty of Humanities, University of Zanjan, Zanjan - Iran.

2 Associate Professor, Management Dept, Faculty of Humanities, University of Zanjan, Zanjan - Iran.

3 Master of Business Administration, Major in Marketing, University of Zanjan, Zanjan – Iran.

10.22034/cbsj.2024.138847.2510

Abstract

Due to the increase in competition in industries and markets, the importance of innovation and the use of new technologies in packaging has increased among competitors. In this regard, the current research has examined the effect of packaging transparency and information on consumer purchase intention with the mediating role of consumer involvement. The statistical population was the consumers of all kinds of chocolate in Karaj city. Convenience sampling method and questionnaire was used to collect data online (through Google Form). A total of 386 questionnaires were collected. The validity of the questionnaire was confirmed through content validity and its reliability through Cronbach alpha and composite reliability. Cronbach's alpha and composite reliability value for all variables was higher than 0.7. The content validity value for all variables was higher than 0.5. In order to test the hypotheses, the structural equation modeling approach and SmartPLS software were used. The findings showed that the packaging transparency and information have a significant effect on the consumer involvement and purchase intention. The mediating role of consumer involvement in the relationship between packaging transparency and consumer purchase intention was confirmed. Chocolate producers can influence consumers' purchase intention by using transparent packaging and inserting product information in an accurate and legible manner. Paying attention to the required information on the packaging as well as the ingredients of the product is particularly important in this field. Showing the transparency of packaging in product advertisements can lead to customers' trust and increase the probability of buying products.

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Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2025

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