Packaging Elements and Private Label Purchase Decisions in India: The Mediating Roles of Perceived Quality, Trust, and Perceived Value
DOI:
https://doi.org/10.66635/gx5yqq80Keywords:
Packaging Elements, Perceived Quality, Trust, Perceived Value, Purchase Decision, Private Label Products, Structural Equation Modeling, Emerging MarketAbstract
This study investigates how packaging elements design, information, material, and convenience influence consumer purchase decisions for private label products in India. Grounded in cue utilization theory, signaling theory, perceived risk theory, and the stimulus-organism-response (SOR) framework, it proposes and tests an integrated conceptual model using structural equation modeling (SEM). Data from 380 consumers with prior private label purchase experience in organized retail settings were analyzed. Confirmatory factor analysis (CFA) established the reliability and validity of the measurement model. The findings reveal that all packaging elements significantly enhance perceived quality, which in turn positively influences trust and perceived value. Perceived quality, trust, and perceived value each have significant positive effects on purchase decisions, with perceived value emerging as the strongest predictor (β = 0.48, p < .001). Mediation analysis using bootstrapping (5,000 resamples) shows that perceived value partially mediates the relationship between perceived quality and purchase decisions, and between trust and purchase decisions. Overall, the study extends existing literature by integrating packaging and behavioral constructs within an SOR framework in an emerging market context, offering actionable insights for retailers and private-label managers.
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