Packaging serves as a crucial determinant in consumer decision-making processes, functioning as both a marketing instrument and a practical necessity. This literature review explores the dual impact of two foremost packaging techniques—aesthetic and eco-friendly—on consumer purchasing behavior. Aesthetic packaging enthralls through visual appeal, influencing emotions through design elements such as color, graphics, and form to nurture brand identity. On the other hand, eco-friendly packaging supports the escalating consumer demand for sustainability, stressing ethical consumption and curtailing environmental impact.
The review implemented a structured methodology with defined inclusion and exclusion parameters. Solely peer-reviewed studies from esteemed journals published within the last ten years were incorporated to ensure their relevance. Studies devoted on consumer behavior and packaging design where the interplay between aesthetics and sustainability were favored. Articles irrelevant to consumer purchase intention or packaging elements, along with non-peer-reviewed sources, were excluded to maintain authenticity.
The review likewise identifies gaps in the literature, like limited understanding of the cognitive and emotional mechanisms driving consumer responses to packaging, and the “balancing acts” consumers make between visual appeal and sustainability. By linking these perspectives, this study accentuates the importance of unifying aesthetic appeal with eco-conscious practices to meet evolving consumer assumptions. Future research directions must incorporate exploring innovative resources and designs that harmonize aesthetics and environmental responsibility, reshaping packaging as a reflection of both consumer values and global sustainability.

Authors:
Maria Lourdes Rebulanan, Polytechnic University of the Philippines, Philippines

About the Presenter(s)
Maria Lourdes F. Rebulanan is an Associate Professor at Polytechnic University of the Philippines who teaches Business-related courses. Her area of interest includes researching topics and concepts about Marketing & Business.

Connect on ResearchGate
https://www.researchgate.net/profile/Maria-Lourdes-Rebulanan

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