research paper on consumer products

Sustainable packaging design and the consumer perspective: a systematic literature review

• Review Article
• Published: 07 November 2023
• Volume 2024 , pages 77–111, ( 2024 )

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• Generoso Branca   ORCID: orcid.org/0000-0002-2481-8822 1 ,
• Riccardo Resciniti 2 &
• Barry J. Babin 3  

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Sustainable packaging is gaining increasing prominence as a factor in consumer decision-making. This research aims to review and synthesise the literature addressing sustainable attributes and eco-friendly cues of consumer goods packaging. A systematic literature review was performed: 52 scientific articles published between 2010 and 2020 in peer-reviewed academic journals were included. Furthermore, a bibliometric analysis for bibliographic coupling was conducted. The review identifies four main research themes: consumers’ knowledge and understanding of sustainable packaging; studies that investigate green packaging following a holistic approach; studies employing an analytical approach to identifying relevant package cues; and consumers’ attitudes and behaviours towards eco-friendly packaging. The research integrates and enriches previous reviews analysing the topic of sustainable packaging from a different perspective. In addition, it provides a classification and rationalisation of recent articles, which the literature still lacks, bringing out relevant insights and avenues for future research. Finally, the review details the analysis of attributes and cues from an analytical point of view. Companies and practitioners may exploit the insights of this research to arrive at a sustainable packaging design effective and appreciated by consumers.

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Phil B. Hardin Professor of Marketing, Department of Marketing, Analytics, and Professional Sales, University of Mississippi, University, MS, USA

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Branca, G., Resciniti, R. & Babin, B.J. Sustainable packaging design and the consumer perspective: a systematic literature review. Ital. J. Mark. 2024 , 77–111 (2024). https://doi.org/10.1007/s43039-023-00084-1

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Received : 17 February 2022

Accepted : 22 October 2023

Published : 07 November 2023

Issue Date : March 2024

DOI : https://doi.org/10.1007/s43039-023-00084-1

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Consumers’ Perception towards Organic Products before and after the COVID-19 Pandemic: A Case Study in Bihor County, Romania

Anca monica brata.

1 Department of Engineering of Food Products, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania

Aurelia Ioana Chereji

2 Department of Animal Husbandry and Agritourism, Faculty of Environmental Protection, University of Oradea, 26 Gen. Magheru St., 410087 Oradea, Romania

Vlad Dumitru Brata

3 Faculty of Medicine, “Iuliu Hatieganu” University of Medicine and Pharmacy, 400000 Cluj-Napoca, Romania

Anamaria Aurelia Morna

Olivia paula tirpe, felix h. arion.

4 Department of Economic Sciences, University of Agricultural Sciences and Veterinary Medicine Cluj-Napoca, 3-5 Manastur Street, 400372 Cluj-Napoca, Romania

Loredana Ioana Banszki

5 Faculty of Medicine and Pharmacy, University of Oradea, 410087 Oradea, Romania

Ioan Chereji

Iulia c. muresan, associated data.

Not applicable.

Organic products have grown ever more popular in recent years due to increased concerns regarding one’s health, the environment, and sustainability. The COVID-19 pandemic has only accelerated this growth, prompting producers to adapt to a rapidly growing market while maintaining the same standard of quality. We have conducted a questionnaire-based pilot study on 190 organic food consumers from Bihor county, Romania, in order to analyze the main factors influencing customers’ beliefs regarding organic food consumption, as well as assess the extent to which their consumption frequency changed after the pandemic. A principal component analysis was performed, dividing the factors into two categories referring to intrinsic and extrinsic characteristics of the products, respectively. It was noticed that the most important cues were ranked the same by our 190 respondents, regardless of their socio-demographical background. At the same time, people who consumed organic products more frequently before the pandemic have either maintained or increased their consumption, while more indifferent consumers maintained or decreased the proportion of organic foods in their diet.

1. Introduction

During the past decades, many changes have interfered with social and economic development, most of them regarding environmentalism, health, and quality of life, a phenomenon also depicted by the mobilization of consumers through organic values [ 1 ]. As a result, the link between socioeconomic development and the presence of a values-driven mentality toward the environment, food quality, and health has never been more evident [ 2 ].

Additionally, social movements and dynamics, such as the COVID-19 pandemic and ethical consumption, are capable of influencing the development of certain values and dietary habits, changing the consumers’ perceptions and attitudes regarding food consumption [ 1 , 2 ]. Existing problems regarding sustainable consumption and food waste are growing more evident in today’s society, with organic food consumption as a possible way to address these issues [ 3 , 4 ].

According to the Medical Dictionary, organic food represents a category of food that, in the purest form, is grown without chemical fertilizers, pesticides, genetically modified organisms (GMOs), or other potentially harmful substances, being sold to the consumer without adding preservatives and synthetic food enhancers [ 5 , 6 ]. As a result, it decreases the production of carbon dioxide (CO2) and other polluting substances while also offering consumers food with a high nutritional value [ 5 ]. It has become more and more popular in recent years, especially during the pandemic, when people began taking a growing interest in fresh, locally produced, and healthier products [ 7 , 8 ]. Additionally, since consumer market behavior has changed as a result of personal ideas and opinions about food quality and safety merging with expanding environmental and pollution concerns, the organic food business now has a major window of opportunity for growth [ 4 , 9 , 10 , 11 ].

The consumption of organic products has also been proven as relevant for public health, being recognized as an important tool in controlling and preventing various diseases which have seen a significant rise in incidence over the years, such as obesity and type 2 diabetes mellitus [ 12 , 13 ]. Nutritional treatment represents the first line of therapy for these diseases, further underlining the importance of a balanced diet with healthy products [ 12 , 13 ].

Growing health concerns during the COVID-19 pandemic have raised consumer awareness of lifestyle and dietary choices, with organic products becoming more and more popular [ 14 ]. Concerns about the environment and sustainability have also grown in recent years, intensifying during the pandemic and fueling a spike in interest in organic products [ 15 , 16 , 17 , 18 ].

Thus, in the light of increased awareness regarding food consumption and one’s health, the aim of our study was to assess the factors influencing consumers’ behavior regarding organic product purchasing in correlation with the socio-demographical characteristics of our respondents, as well as to determine whether the COVID-19 pandemic had an influence on the frequency of consumption of these types of foods.

To this extent, the findings of this study could inform public health and environmental experts regarding the perception of consumers towards organic products, as well as how this has changed during the COVID-19 pandemic. Moreover, this research could also prove useful to organic food producers in order to understand the consumers’ needs and adapt their production accordingly. This research could also be relevant for the main stakeholders in this domain, taking increased interest in growing the production and consumption of organic products, leading to economic, social, and environmental benefits for the local community. Although the organically cultivated surfaces have recorded a steady growth during the past years in Romania, reaching 580.819,13 ha in 2021 from 182.706 in 2010 [ 19 ], organic food retail sales are still lower than in other European countries [ 20 ], with most of the organic food produced in Romania being exported [ 21 ]. Thus, there is a significant need to identify factors influencing organic food consumption in order to build sustainable strategies and support organic producers.

2. Consumers’ Perception Regarding Organic Food Products—A Literature Review

Existing research has identified a series of factors influencing consumers’ behavior regarding food consumption and has further classified them into intrinsic and extrinsic characteristics of the products [ 22 , 23 , 24 , 25 , 26 ]. To this extent, in the first category have been included factors related to the product itself, consisting of features of the food (whether it is healthy, taste, quality, nutritional value, whether it is fresh or has a long shelf-life), and these characteristics cannot be changed without altering the product [ 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 27 ]. On the other hand, the extrinsic cues are related to the market (income, price), social beliefs and norms (fashion, tradition, behavior of other consumers), environmental motives (environmental protection, animal welfare), availability and location of purchase [ 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 28 , 29 ]. Research has also concluded that the lack of pesticides [ 30 , 31 ], as well as GMOs [ 32 ], represent a strong motive among consumers in order to choose an organic product instead of a conventional one. When it comes to the decision to purchase an organic product, studies have concluded that the intrinsic characteristics of the products influence this process regardless of the socio-demographical characteristics of the consumers [ 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 ]. Factors such as health benefits, superior quality, as well as sensory characteristics have ranked highest on consumers’ priority lists worldwide [ 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 ]. Additionally, more educated customers and higher-income individuals tend to consume organic products also due to environmental beliefs, as well as a reduced perception of the price of these products as a barrier [ 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 ].

Moreover, studies have underlined the importance of the location of production, with research confirming that people who take a greater interest in this matter and purchase more from local producers also tend to consume more organic products [ 23 , 25 ]. This comes from the consumers’ belief that local organic products are of greater quality while also contributing to local economic development [ 23 , 25 ].

Nevertheless, several differences in perception regarding organic food consumption have also been recorded, but the high quality and health advantages of these kinds of products continue to be widely recognized [ 42 , 43 , 44 ]. Thus, Azzurra et al. concluded that concerns regarding food sustainability, as well as increased interest in a sustainable lifestyle, determined a greater consumption of organic products [ 42 ]. Moreover, Lang and Rodriguez analyzed the perception of consumers and factors influencing their decision-making process regarding both organic certified and non-certified foods [ 44 ]. The study concluded that customers are inclined to pay a higher price for organic products if certain requirements are met, such as lack of GMOs and hormones, sustainable agricultural influences, and certification [ 44 ]. However, a higher price could also represent a barrier to organic food consumption [ 45 ]. A study conducted by Bryła on Polish respondents confirmed the previous findings regarding the quality requirements for organic products (healthiness, superior taste, quality, and food safety considerations), while the higher price compared to other food products represented the main barrier for Polish consumers [ 45 ]. Additionally, women were more likely to prefer organic food, as well as respondents with higher education levels and higher-income individuals [ 45 ]. These findings were confirmed by a study conducted in Korean households, concluding that the vast majority of Korean women had a significant awareness regarding organic food (94.1%), with 71.7% of them purchasing it regularly [ 46 ]. Despite the popularity of organic products in Korean households, the main barrier to purchasing such products was the price, with 95.9% of the respondents considering them too expensive [ 46 ].

A large German study assessed the main ways consumers resort to when it comes to informing themselves regarding the nutritional value of the food they purchase [ 47 ]. Thus, the majority of the respondents obtained their nutritional information from radio and television, as well as from professionals in the field, such as doctors and pharmacists [ 47 ]. Nevertheless, a significant proportion of the respondents took into account the recommendations of their colleagues, friends, and other family members when purchasing food [ 47 ].

Research also revealed that younger consumers tend to be more interested in the environment and the consequences their actions have on it and have a generally positive attitude towards green living [ 48 , 49 , 50 ]. Additionally, this further influences their purchase decisions regarding green and organic products, with studies directly correlating environmental concerns and attitudes with the purchase intention of such products [ 50 , 51 ]. Moreover, they are more likely to pay additional attention to the product’s label [ 48 ]. Customers might educate themselves on the different food attributes, nutritional value, and production process to some extent through labeling [ 48 , 52 , 53 ]. With a substantial number of research indicating differences in perception and purchase frequency regarding organic products [ 48 , 52 , 53 , 54 , 55 ], the education level of consumers is particularly important. Thus, in general, consumers with lower educational levels tend to consume less organic food and have a decreased interest in sustainability and the environment, while people with a college degree are perceived to be the most consistent consumers of organic products [ 48 , 52 , 53 , 54 , 55 ].

Consumers’ behavior towards healthy food and organic products, in particular, could also be influenced by certain advertisement campaigns, which would increase awareness regarding the impact food consumption has on the environment. To this extent, Mo et al. analyzed the impact of “green ads” campaigns on respondents with different levels of environmental concerns. The study concluded that the more interested a consumer was in environmental issues, the higher the perceived effectiveness of the ad [ 56 ].

When it comes to the main types of organic food preferred by consumers, studies have revealed that fresh fruits and vegetables rank highest in customers’ preferences, as well as bread, cereal, and dairy products [ 57 , 58 , 59 , 60 ], even though there are differences between countries, with fruits and vegetables being preferred in Serbia and Spain [ 58 , 59 , 60 ], while Croatians consumed more organic bread and cereal products [ 57 ]. Danish consumers preferred organic milk and dairy products over organic fruits, vegetables, bread, cereals, and meat [ 58 ].

Health concerns during the COVID-19 pandemic have only increased, with more and more people taking an increased interest in their lifestyle and their impact on the environment [ 43 , 61 , 62 , 63 ]. In order to better understand this phenomenon, it is crucial to analyze the extent to which the pandemic has influenced the decision-making process regarding food consumption, especially organic products. With the consumption of organic products recording a significant increase during the past years [ 17 ], the increased awareness regarding one’s health and diet due to the pandemic has only accelerated this trend [ 15 , 64 ].

De Barcker et al. conducted a study on participants from 38 countries regarding the changes occurring in planning, selecting, and preparing healthy foods during the initial lockdown in 2020 [ 65 ]. Thus, it was reported that financial stress due to the pandemic was associated with a decrease in preparing and planning healthy foods, with less money available for shopping, causing a negative change in both men and women. Moreover, the closure of restaurants and bars caused an increase in healthy meal planning and preparation for women but a decrease for men. Women have reported a significant increase in preparing healthier foods due to having more time and working from home during the lockdown compared with men. With schools being closed and public gatherings restricted as well, both men and women reported an increase in selecting healthier foods [ 65 ].

To this extent, a study conducted by Xie et al. on Chinese consumers shortly after the outbreak of the COVID-19 disease has underlined the respondents’ reactions regarding organic food consumption, as well as game meat [ 61 ]. Thus, due to health concerns, organic products have become more appealing to Chinese consumers, while the consumption of game meat has decreased significantly [ 61 ]. Another study conducted on Chinese respondents roughly two years into the pandemic has reported that the popularity of organic foods in China has maintained steady growth, with these types of products being purchased regularly by Chinese customers [ 43 ]. Moreover, Jiao et al. analyzed the impact of the first lockdown on the dietary habits of Chinese consumers, concluding that, in general, the diet of the Chinese respondents remained unchanged, with a decrease in the consumption of salty foods and alcoholic beverages [ 66 ]. The study also showed that the higher the socioeconomic status of the consumers, the more interested they were in maintaining a healthy diet [ 66 ]. Wachyuni and Wiweka have also observed an increased interest of Indonesian consumers in organic products and cooking at home due to the concerns and restrictions imposed during the pandemic [ 62 ].

Additionally, Busch et al. conducted a study on German respondents regarding the influence of the pandemic on their shopping decision, concluding that the stable shelf life of the products has become more important for the consumers, together with the health benefits and regional origin [ 67 ]. Moreover, more than 80% of the respondents purchased more organic food than before the pandemic [ 67 ].

Nevertheless, there are some studies that have concluded that the diet of consumers has not significantly changed during the pandemic [ 68 , 69 ]. Thus, Hansmann et al. reported that 77.3% of their Swiss respondents had the same consumption patterns, with less than a quarter (22.3%) changing their diets [ 69 ]. Notably, no significant differences between genders were recorded; however, younger people were more likely to have changed their food consumption patterns, compared with the older generation, possibly due to the more stable habits of the older generations [ 69 ]. Moreover, the majority of the ones who changed their diets claimed they purchased significantly more organic products (56.2%) [ 69 ].

Although some changes have occurred regarding consumers’ preferences for the different varieties of organic products, such as an increase in demand for cereals, flour, and pasta, fruits and vegetables remained the most popular organic food products during the pandemic [ 40 , 55 ]. Based on those mentioned above, the following research questions have been elaborated: What are consumers’ perceptions of organic products? What is the relationship between the socio-demographical characteristics of the respondents and the identified components in the analysis? To what extent has the COVID-19 pandemic influenced the frequency of consumption of organic products, and what categories recorded the most significant changes?

3. Materials and Methods

The main objective of the current study was to assess the consumers’ perception of organic products, as well as identify the main factors influencing the consumption of organic products. Additionally, we investigated the impact of the COVID-19 pandemic on the frequency of consumption of this type of product.

3.1. Research Methodology and Questionnaire Design

To achieve the aim of the research, an online survey was conducted in May–July 2022 among residents from Bihor County of Romania. A total number of 225 questionnaires were collected, from which 190 were validated for the current research since the respondents declared that they were consuming organic products. The research instrument consisted of 3 main sections: (i) socio-demographic characteristics; (ii) factors affecting organic food products consumption; (iii) consumers’ behavior towards organic food products before and after the COVID-19 pandemic. To identify the factors that affect the consumption of organic food products, a set of 19 items adapted for previous research [ 70 , 71 , 72 ] was used. The 19 items were related to features of the food products (whether they are healthy, their taste, quality, and nutritional value, whether they are fresh or have a long shelf-life, whether they are without GMOs and without additives, and whether they had superior quality) on the 1 hand, and to the market, social believes, availability, on the other hand. Each of the 19 items was evaluated on a scale from 1 to 5, where 1 means not all important, and 5 means very important. A study of 10 consumers was conducted in order to test the feasibility of the research instrument. Based on the pilot study, the research instrument was reviewed, and the items related to food consumption and categories of organic products were updated.

3.2. Sample Size, Data Collection, and Organic Food Industry in Bihor County

A non-probability convenience sample of 190 consumers of organic products from Bihor county, Romania, was established. The sample size met the criteria of 5:1 subjects to item [ 73 ]. Bihor county belongs to the Northwestern region of Romania, with an area of 7844 km 2 , out of which 309.265 hectares of arable land [ 74 ]. There has been a significant increase in organic-certified agricultural areas in the last years, from 1.931 hectares in 2010 to 2.462 hectares in 2021, with 35.3% of these areas being destined for human consumption [ 75 , 76 ]. Furthermore, Bihor county was chosen as the focus of the research because, even though it has the largest area designed for agriculture in the Northwestern region of Romania, smaller neighboring counties have larger areas destined for organic agriculture [ 75 , 76 ]. Additionally, in 2020, there were only 292 organic food operators in the county, well below the national average [ 74 , 75 ].

The data was collected using a self-administrated online survey, during which the participants were informed about the aim of the research and gave their consent regarding the processing of their personal data in accordance with the General Data Protection Regulation of the European Union. Ethical review and approval were waived for this study due to the fact that participation was voluntary, and all data were anonymous. When it comes to informed consent, this was obtained from all respondents involved in the study. Using a questionnaire-based method, all respondents had to provide their consent in order to proceed to the actual set of questions.

3.3. Data Analysis

Data were analyzed using SPSS 26.0 software package (SPSS Inc., Chicago, IL, USA). The socio-demographic profile of the respondents, as well as the frequency of consumption, were assessed using descriptive statistics. When it comes to the dimensionality of the 19 items, principle component analysis (PCA) was performed in order to evaluate the influence each item had on organic product consumption. The two retained factors had an eigenvalue over one, with Cronbach’s alpha coefficient of 0.964, indicating a good internal consistency of the items. Barlett’s test of sphericity was significant (Chi-Square = 3831.668; p < 0.001), and the Kaiser-Meyer-Olkin measure of sampling adequacy retained a value of 0.947, confirming that the considered data were suitable for PCA. The varimax rotation of the 19 variables resulted in a 2-component solution explaining 73.323% of the total variance, with factors with an eigenvalue greater than 1 being selected.

Moreover, the Mann-Whitney U and the Kruskal-Wallis tests were performed in order to assess the relationship between the socio-demographic characteristics of the respondents and the main factors resulting from the PCA.

4.1. The Socio-Demographical Profile of the Respondents

Out of the total number of respondents, the vast majority were female (71.1%), in comparison with male (28.9%), and were residing in urban areas (64.2%), while 35.7% lived in rural areas. When it comes to education level, more than half of the respondents had a university degree (38.4%) or postgraduate degree (36.3%). Additionally, the proportion of participants belonging to the 26–35 (3.7%), 36–46 (23.2%), and 46–55 years age groups (23.7%) was fairly distributed. Regarding the income levels of the respondents, most of them reported household incomes of more than 3.000 RON monthly, with 36.3% reporting more than 5.000 RON per month, while only 7.4% of the households in question reported less than 2.000 RON monthly. The socio-demographic characteristics of the respondents are illustrated in Table 1 .

The socio-demographic profile of the respondents.

Average exchange rate for August 2022: 4.8953 RON = 1 Euro [ 77 ].

4.2. Principal Component Analysis

The two factors resulting from the PCA have been detailed in Table 2 , together with their corresponding items. The first component has been labeled “Intrinsic cues” and consists of factors depending on the biological products. The factor consisted of 10 variables and explained 68.120% of the total variance and had a reliability coefficient of 0.895, with a mean of 4.07 ± 1.098. Thus, the consumers took most into account whether the organic products had a superior quality compared to other products (4.23 ± 1.211), were fresh (4.22 ± 1.187), healthy (4.15 ± 1.238), or natural (4.07 ± 1.237), while also considering their shelf life (4.17 ± 1.197). Out of the variables belonging to this component, the nutritional value of the product was ranked as the least important according to our respondents (3.74 ± 1.245).

The two factors resulting from the PCA analysis with the corresponding items.

The second component of our PCA analysis consisted of extrinsic characteristics of the organic products, and accounted for 11.143% of the total variance, and had a reliability coefficient of 0.922, with a mean of 3.32 and SD of 1.048. Out of the nine analyzed items, consumers paid the most attention to the price of the organic products (3.65 ± 1.304), their variety (3.52 ± 1.263), country of origin (3.51 ± 1.352), and whether they were available in a supermarket or not (3.51 ± 1.383). Moreover, the producer’s logo (3.18 ± 1.350), the brand of the product (3.06 ± 1.302), and the packaging (2.95 ± 1.344) were considered the least important aspects that determined the purchase of an organic product.

4.3. Relationship between the Socio-Demographical Characteristics and the PCA Results

Furthermore, the Mann–Whitney-U and the Kruskal-Wallis tests were performed in order to identify and assess any significant differences between the socio-demographical characteristics of the respondents and the evaluated factors resulting from the PCA. Thus, we presented the detailed analysis and relationship between these characteristics and the two components from the PCA in Table 3 .

Relationship between the socio-demographic characteristics of the respondents and the PCA.

* p < 0.05

When it comes to factors influencing the decision to purchase a certain type of organic product, it is notable that our study did not find any significant differences between the intrinsic characteristics of the said product and the socio-demographical features of our respondents. It is apparent that, regardless of their social background, consumers tend to pay attention to and focus on the same characteristics of the product when choosing it. Thus, the only significant differences were recorded in relationship with the extrinsic characteristics of the organic products, in particular the education level ( p = 0.031; p < 0.05) and the monthly household income ( p = 0.011; p < 0.05). To this extent, the respondents who had a university degree were more likely to rely on extrinsic cues of the products (3.56 ± 1.043), followed by those who graduated high school (3.27 ± 1.084), while these characteristics were least influential on consumers with a postgraduate degree (3.1 ± 1.020).

Additionally, consumers with the highest income levels were least likely to rely on the extrinsic features of the product when deciding to purchase an organic product (3.08 ± 1.002). In comparison, respondents who earned between 2.001 and 3.000 RON monthly were the ones who took into account the most of these types of features (3.75 ± 1.112).

4.4. The Influence of the COVID-19 Pandemic on the Frequency of Consumption of Organic Products

Furthermore, we investigated the effect of the COVID-19 pandemic on the frequency of consumption of organic products among our respondents. These results showing how the pattern changed are detailed in Table 4 and Table 5 .

Changes in the frequency of consumption after the COVID-19 pandemic.

Frequency of consuming organic food products before and after the COVID-19 pandemic.

Overall, out of the total number of respondents, the majority reported no significant differences regarding the consumption frequency of organic food products before and after the pandemic (60.5%). Moreover, the percentage of consumers who affirmed an increased (21.1%) or a decreased interest (18.4%) in these types of products was rather similar.

Performing a more detailed analysis, most of the respondents reported buying these types of products at least once a week (16.3%), with the majority consuming them more times a week (47.9%), while some preferred them daily (13.7%). It is notable that only a small percentage of the respondents consumed organic food products once every 6 months (3.7%) or even more seldom (1.6%).

Additionally, most of the investigated consumers reported no changes in terms of frequency of buying organic products during the pandemic. This is more evident among the respondents who reported consuming these products daily (69.2%), more times a week (71.4%), or weekly (45.2%). The small percentage of respondents (3.8% and 7.7%, respectively) who reported a decrease in the frequency of consumption among the two categories who consumed organic food products most frequently is also notable.

In comparison, people who did not have a habit of consuming these types of products (once every 6 months or even more rarely than that) reported a significant decrease in terms of frequency- 57.1% and 33.3%, respectively. 46.9% of the respondents who belonged to the “2–3 times a month” category reported decreased consumption of organic products after the pandemic, slightly more than those who revealed no significant changes in their pattern of consumption (43.8%), while only 9.4% started consuming organic products more frequently. A more detailed analysis regarding how the frequency of consumption of the main types of organic products investigated is presented in Table 6 .

Frequency of consumption of the main categories of organic products investigated after the COVID-19 pandemic.

Thus, it can be observed that the frequency of consumption remained the same among all types of organic products preferred by the respondents. It is noteworthy that some classes have recorded a more significant decrease in consumption than an increase, such as meat (24% vs. 22.4%), canned vegetables and fruits (31.4% vs. 22.5%), cereals (23.9% vs. 20.1%), and sweets (27.7% vs. 19.3%). Additionally, more consumers have increased the purchase of several types of organic products rather than reducing the frequency of consumption, in the cases of dairy (25.2% vs. 19.6%), fresh vegetables (20.6% vs. 18.8%), and fruits (20.1% vs. 19.6%).

5. Discussion

Increased interest regarding food safety, balanced nutrition, and sustainability has become ever clearer during the past years, with the COVID-19 pandemic accelerating this growth [ 7 , 8 ]. Consumers began to inform themselves more regarding the types of products they purchase, thus leading to an increase in organic food consumption [ 78 , 79 , 80 ] due to the well-established superior quality, nutritional value, and being more environmentally friendly compared to other products [ 5 , 6 ].

When it comes to the main attributes consumers pay attention to when purchasing organic products, the current research confirmed previous findings in this domain, with the intrinsic characteristics of the product being the most important ones when deciding to buy a certain organic product, such as superior quality, being fresh and healthier than other available products [ 81 , 82 ]. Notably, we recorded no differences in the socio-demographical characteristics of the respondents and the intrinsic determinants of organic food purchase.

Moreover, research has also confirmed that the more educated consumers are, the more likely they are to purchase organic products and value sustainability and the environment [ 48 , 52 , 53 , 54 , 55 ], findings backed by the current research. Nevertheless, the price of organic products still remains the main barrier for many consumers and potential consumers, as research suggests [ 45 , 46 ]. Compared with existing data, the results revealed that the higher the income and education level of the respondents, the less likely they were to rely on the extrinsic characteristics of the products. Studies also suggest that increased knowledge and a more affordable price are elements that would, in turn, lead to even more significant growth in popularity and purchase of organic products [ 69 ].

The study also aimed to assess the influence of the COVID-19 pandemic on the consumption frequency of organic products. To this extent, the findings are similar to those obtained by other studies in other countries [ 68 , 69 ]. More specifically, the majority of the respondents reported no significant changes in the consumption frequency of organic products (60.5%). It is worth mentioning that 18.4% of the respondents reported lower consumption of organic food, which could be explained by financial insecurities due to the pandemic, food markets being closed, as well as lockdowns which further reduced the mobility and sources of purchasing these types of products.

Nevertheless, respondents who reported frequent consumption of organic products have either increased their consumption frequency or maintained it at the same level, possibly due to clearly established habits. With consumers belonging to the “Once a week” category, the proportions were rather similar regarding the changes in frequency during the pandemic, and responders who consumed organic products more seldom had preponderantly decreased their consumption of these products.

In a more detailed analysis regarding the consumption frequency of various types of organic products after the pandemic, our study has confirmed previous findings, which suggested that the consumption of organic fresh fruits and vegetables has likely remained the same or increased rather than decreased [ 69 ]. Moreover, other studies have reported that consumers were more likely to decrease than increase the frequency of meat purchasing, similar to our findings [ 55 , 68 ]. Although at the beginning of the pandemic, the purchase of canned goods has generally increased due to a tendency towards stockpiling [ 83 ], our findings reported that, regarding the consumption frequency of organic fruits and vegetables, it has rather remained the same or was more likely to decrease after the pandemic.

When it comes to the limitations of the study, it is worth mentioning that the consumption of organic products, in general, was analyzed rather than focusing on a particular category. Additionally, the consumption behaviors were measured using a questionnaire rather than direct measurements. The sample size does not allow making assumptions about the Romanian consumer in general and how the pandemic has influenced organic food consumption in the whole country. Due to the relatively low number of organic consumers in Romania, compared with other European countries, restrictions of the study could be represented by way of applying the questionnaire and misrepresentation of the targeted consumers. Nevertheless, the results of this pilot study indicate the need for further research into the field of organic products, both in the Northwestern region of Romania as well as countrywide.

6. Conclusions

Significant research regarding organic food consumption has identified the main factors influencing consumer behavior when it comes to food purchases. Superior quality, healthy, fresh, without GMOs, and environmentally friendly are some of the most important qualities of organic factors being ranked as the most important ones when purchasing these types of products.

Thus, the study revealed that consumers tend to pay attention to roughly the same intrinsic qualities of organic products, regardless of their socio-demographical background. Moreover, factors such as education level and income influence the process of decision-making when it comes to extrinsic characteristics of the products, such as price, brand, and labels.

The COVID-19 pandemic has increased health, environmental, and sustainability concerns, with more and more people paying attention when it comes to the food they purchase. To this extent, in light of changing market behavior, promoting the consumption of organic products is also of great importance. With many people having internet access and a social media presence, this could be done by online sales through e-commerce platforms, as well as online shopping, together with Facebook pages and Youtube channels interacting with many potential customers, allowing placing orders with pick-up at fixed points. Additionally, the pack-your-own type of direct sale can further create a long-lasting collaboration between producers and customers, leading to sustainable and responsible consumption.

With organic products becoming more and more popular, these behavioral changes are likely here to stay, prompting the producers to adapt to a rapidly growing market, all while maintaining the quality of their products.

Funding Statement

This research received no external funding.

Author Contributions

Conceptualization, A.M.B. and A.A.M.; methodology, I.C.M. and V.D.B.; software, I.C.M.; validation, F.H.A., A.P. and L.I.B.; formal analysis, V.D.B. and I.C.M.; investigation, D.P. and I.C.; data curation, I.C.M. and F.H.A.; writing—original draft preparation, A.I.C., A.M.B., V.D.B. and O.P.T.; writing—review and editing, A.I.C. and V.D.B.; visualization, A.A.M.; supervision, A.M.B. All authors have read and agreed to the published version of the manuscript.

Institutional Review Board Statement

Ethical review and approval were waived for this study due to the fact that participation was voluntary, and all data were anonymous.

Informed Consent Statement

Informed consent was obtained from all respondents involved in the study.

Data Availability Statement

Conflicts of interest.

The authors declare no conflict of interest.

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.

ORIGINAL RESEARCH article

Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role.

• 1 Department of Product Design, School of Fine Arts, Guizhou Minzu University, Guiyang, China
• 2 School of Mechanical Engineering, Guizhou University, Guiyang, China
• 3 School of Data Science and Information Engineering, Guizhou Minzu University, Guiyang, China
• 4 School of Mechanical Engineering, Guiyang University, Guiyang, China

The relationship between product pricing and product packaging plays an important role in the buying behavior of consumers, whereas customer satisfaction plays a mediating role. To test these hypotheses, research was conducted on university students in China. Questionnaire-based convenience sampling was conducted on 500 students for data collection using online and offline sources. A total of 367 (73%) students responded, and 17 questionnaires were rejected due to missing information. SPSS and AMOS software were used for the data analysis. Product pricing and product information were independent variables in this study, whereas consumer buying behavior was a dependent variable. Customer satisfaction is mediated by one dependent and two independent variables. Confirmatory factor analysis, path analysis, and discriminant validity in structural equation modeling revealed that product pricing and packaging had a statistically significant relationship with the buyer decision process. The introduction of satisfaction as a mediating variable led to the observation of full mediation in the case of product pricing and partial mediation in product packaging. Given the results of this research, product managers should adopt pricing tactics along with product packaging to influence the buying intentions of consumers.

Introduction

In the competitive market of commodities, products, varieties, consumers, ethnicities, and preferences, product pricing and product packaging information descriptions have a considerable influence on the buying behavior of consumers. To explore the cumulative effects of product pricing and packaging on the buying behavior of consumers of different ethnicities, it is essential to research these aspects of marketing. It is worth mentioning that consumer satisfaction also plays a decisive and mediating role in the development and molding of buying behavior of consumers ( Larsen et al., 2017 ). It is believed that pricing has a significant effect on the buying behavior of consumers because the higher a product is priced, the fewer units are sold. By contrast, products selling at prices lower than the market rate are assumed to sell at a higher volume ( Sadiq M. W. et al., 2020 ). Several studies have shown that pricing is more critical and relevant to consumer buying behavior ( Huo et al., 2021 ).

When discussing the combined effect of product pricing and packaging relationships on consumer buying behavior, pricing alone plays a more critical role than packaging, which has a partial role in buying behavior ( Jabarzare and Rasti-Barzoki, 2020 ). Thus, using this analogy, products can be sold, surprisingly, at a much higher volume. One can increase the prices of the products if the competitor products are scarce in the market or if the manufacturers are low in number. This behavior may not affect the number of sales or the attitude of the consumer toward buying. If the product is already in abundance in the market, then pricing will definitely play an important role because the increase in price will discourage customers from buying it. Similarly, if prices are lowered under such market conditions, then consumers will increase the amount that they purchase significantly.

Even though product pricing has a greater influence than product packaging on the decision process of a buyer ( Pratama and Suprapto, 2017 ; Abdullah et al., 2021 ), high prices in a highly competitive market can lose customers permanently due to the effect of increased pricing ( Kotler et al., 2012 ). While talking about the packaging of products, it should be kept in mind that packaging has a significant relationship on consumers and their decision making about product purchases ( Sadiq M. W. et al., 2020 ). For example, quality, color, and material can have a positive effect on consumers ( Rambabu and Porika, 2020 ). Most consumers desire a range of product choices when purchasing, in terms of packaging. Thus, marketers should place a premium on creative and exclusive packaging that is distinctive in scale, instruction, convenience, product design, and form when compared with rivals in the market segment ( Li et al., 2021 ). Marking a product with accurate information adds to its value. Consumers are attracted to detailed labels, content, and packaging. Many people are influenced by the way a product is packaged and presented in the market. While the product itself may be of any quality, the relationship it produces through its packaging has a strong influence on the purchasing attitude of the consumer. Nowadays, eco-friendly packaging is essential. Thus, advertisers should prioritize this factor and employ best practices to the maximum degree possible, including eco-friendly recyclable packaging ( Abdullah et al., 2021 ). Consumer buying behavior also has a lot to do with product selling and buying ( Brun et al., 2014 ), although some customers are not influenced by the packaging or labeling of products, buying is demand-driven or need-oriented by most consumers.

However, super packaging or labeling of products may not attract the consumer for several reasons. One of the primary reasons may be the high price and packaging, announcing the excellent quality of the product. In such cases, there may be a lack of interest by the consumer toward attractive packaging; instead, they may prefer to buy local products that are cheap and readily available in the market. According to Tu and Chih (2013) , consumer satisfaction is another aspect of product selling and consumer buying behavior. It also plays a mediating role in product buying behavior, pricing, and packaging ( Rambabu and Porika, 2020 ). Even though a price might be negotiable and the product is provided with helpful information and good, decent packaging, there is a lot to do to satisfy a consumer. All of these factors are correlated with consumer satisfaction. If the consumer is satisfied with all these, they may buy the product, but there is no guarantee of this. Thus, consumer buying behavior is also influenced by satisfaction ( Brun et al., 2014 ). This study seeks to answer several questions to explain consumer buying behavior in relation to product pricing and packaging, with consumer satisfaction as a mediating factor. In this work, we first present a brief review of this research, which differs from the current literature in various respects. The research has generated several findings.

• Product prices significantly correlate with consumer buying behavior.

• The product information available on packaging influences the consumer’s buying behavior.

• Satisfaction plays a mediating role in consumer buying behavior.

• Pricing of the product plays an essential role in customer satisfaction.

• Product information available on labels plays a significant role in customer satisfaction.

The remainder of this work is structured as follows: Section “Review of Literature and Hypothesis Development” presents a review of previous studies supporting different theoretical frameworks. Section “Research Methodology” presents the methodology adopted for the empirical analysis. Section “Data Analysis and Results” presents the results of this analysis. Section “Conclusion and Recommendations” concludes the present study, limitations and future directions.

Review of Literature and Hypothesis Development

Product pricing and consumer buying behavior.

Product pricing seems to be the only direct element that generates revenue and indicates the success or failure of a product or service. As a result, the researchers in this study chose to emphasize this aspect. Manali (2015) carried out research into the theoretical dimensions of consumer purchasing behavior and the factors that affect it. He analyzed the relationship between consumer buying behavior and factors affecting the buying process and decisions of the consumers. His research provides enough evidence to show that the internal and external influences of a consumer have a major relationship with their purchasing behavior.

According to Al-Salamin et al. (2015) , good prices of well-known brands negatively affect the purchasing process. Young people are eager to buy brands, but their low income hinders them from doing so. The only aspect of the marketing mix that generates revenue is price, whereas the others generate costs. The authors also noted that the purchasing decisions of consumers focus on their price perception and what they think about the actual price of a product. The main goal of marketing is to understand how customers move toward their price perception. We are all customers, no matter how old, educated, wealthy, or talented. Understanding customer behavior thus becomes a critical challenge for advertisers, distributors, and salespeople. Therefore, we hypothesized the following:

H 1 : Product pricing is significantly correlated with consumer buying behavior.

Product Packaging and Consumer Buying Behavior

Packaging a product with relevant product details contributes positively to consumer buying behavior. Names, features, and product packaging attract consumers. Many people are influenced by the packaging and marketing of items. While a product may be of any quality, the impact on customer purchasing is essential ( Rundh, 2009 ; Li et al., 2021 ; Naseem et al., 2021 ). The aim of this study was to determine the effect of product pricing and information about product packaging on the buying behavior of consumers. Innovation in product labeling and packing often has a major relationship with demand, which is why there are many methods for this type of action plan if a company wants to pursue this strategy with regard to its product packaging. When it comes to packaging, many buyers want a range of product choices. Therefore, marketers should pay high prices for innovative and exclusive packaging that differentiate their products from the competition in terms of size, guidance, functionality, product innovation, and shape ( Rundh, 2009 ; Li et al., 2021 ; Sarfraz et al., 2021 ). For the target consumer, product packaging acts as an outstanding networking tool, ultimately increasing their awareness levels. Packaging must highlight key aspects of the product and brand, such as material composition, purpose, and quality. To show respect for customers, packaging should include all of this information in regional languages. Not only is efficient packaging important for storing and preserving products, but it is also important for creating an interest in and generating actions toward purchasing the product. Packaging that is environmentally friendly has become increasingly important. As a result, marketers should place a high priority on this aspect and use best practices to the greatest possible extent, including the use of environmentally friendly recycled materials ( Deliza and MacFie, 2001 ; Abdullah et al., 2021 ; Mohsin et al., 2021 ).

H 2 : Product information on packaging is significantly related to consumer purchasing behavior.

Satisfaction of Consumers and Their Buying Behavior

Customer value and customer satisfaction are considered important parameters for the relationship between customer value and the willingness to sacrifice ( Zechmeister et al., 1997 ). This sacrifice is made in accordance with an exchange mechanism that includes transaction costs and the risk of the goods of the company. According to Larsen et al. (2017) , customers will be disappointed in the future if the ratio value considered by the economic sacrifice of customers with the goods sold by the company does not meet their expectations. Customers will be satisfied if the ratio value is sufficient or exceeds their expectations. Another analysis of consumer value examines the understanding of customers of the quality and benefits of toothpaste in relation to price sacrifice. Social, emotional, and functional values are all aspects of customer value ( Keller and Kotler, 2012 ).

Customer satisfaction is evaluated by obtaining feedback from customers after purchasing products or services, and then comparing it with their expectations. Customer satisfaction is calculated using the performance requirements of products or services that are capable of satisfying the needs and desires of customers. A satisfied consumer is a consumer who believes that the products or services were worth purchasing, which would encourage them to buy the products again. On the other hand, a frustrated consumer will persuade other consumers not to buy the same brand, which ultimately causes switching to rival brands. According to Tu and Chih (2013) , “customer satisfaction is perceived as affecting repurchasing intentions and actions, which, in turn, contributes to an organization’s potential sales and income.”

H 3 : Satisfaction plays a mediating role in consumer buying behavior.

Role of Product Pricing on Consumer Satisfaction

Price is regarded as something that can be calculated according to several measures, such as a reasonable price, a competitive price, a discounted price, a retailer’s price, and price suitability. Value is a higher-level definition than quality and price because it is more individualistic and personal. A satisfied consumer believes that the value of goods and services is comparable with the price, which will encourage them to repurchase the products. According to Zeithaml (1988) , “quality can be characterized as superiority or excellence in a broad sense.” From the customer’s perspective, “The price is given up or sacrificed to get the product or service” ( Zeithaml, 1988 ). According to Bei and Chiao (2001) , “[P]rice is described as giving or sacrificing for the acquisition of a service or product,” while Kotler et al. (2012) proposed that “the price is the amount paid for a product or service and the sum of the value exchanged by consumers for the advantages of a product or service available or being used.” The perceptions of customers of a given price can have a direct relationship with the their decision to buy a product ( Zechmeister et al., 1997 ). Customers will pay attention to the prices paid by their peers, and no one wants to spend more money than their peers do. The fairness of a price can affect the perception of consumers of the product, and ultimately their desire to become a consumer.

H 4 : The pricing of a product plays a significant role in customer satisfaction.

Role of Product Packaging on Consumer Satisfaction

Packaging and labeling can be considered one of the most important tools in marketing and communication, which means that a thorough examination of their components and their relationships with consumer buying behavior is necessary. According to Joewono and Kubota (2007) , consumer satisfaction results from product and service reviews based on customer perceptions and a broad assessment of the overall consumption experience. It is suggested that customer satisfaction affects repurchase intentions and actions, which, in turn, determine potential sales and revenue for a company. According to Zeithaml (2000) , consumer satisfaction is measured on a multidimensional scale that includes service quality, product quality, scenario factors, personal factors, and price factors.

Product packaging plays a variety of roles. It provides information about the product and the company, connects them with customers, and ensures product quality ( Naseem et al., 2020 ; Rambabu and Porika, 2020 ). It is important to remember that packaging has a significant influence on customers and their purchasing decisions. Consumers react positively to quality, color, and content. Similarly, if a product is labeled with accurate information about the product, it increases the value of the product. Consumers respond to a product’s specific name, ingredients, and packaging. Many consumers are concerned about the way a product is designed and advertised. Although the quality of the product itself may vary, the effect of packaging on customer purchasing decisions is important.

H 5 : Product information available on labels plays a significant role toward customer satisfaction.

Theoretical Support of the Study

The following research was conducted to investigate underlying issues. This study is a continuation of expectancy disconfirmation theory (EDT) and social cognitive theory (SCT). Both theories provide a strong background for conducting this research. According to EDT, the satisfaction of consumers is linked to the expectation and perception of product quality. A consumer sets an expectation before examining a product in real time. This comparison of preset expectations with real-sense performance is the basis of EDT. In this study, consumer satisfaction plays a mediating role between product pricing, product packaging, and consumer buying behavior. The expectations of consumers are based on the price of the product, information on product packaging, and perceived quality.

The other central backbone of this research is SCT, developed by Bandura (2012) , which explains that learning takes place in a social context with a complex and reciprocal relationship between the individual, their environment, and their actions. The emphasis on social relationships, and also external and internal social reinforcement, is a distinctive feature of SCT. SCT considers the specific ways in which people maintain their behavior and interact with others. It also considers the specific ways in which people learn and sustain behaviors and the social context in which they do so. According to this theory, past experiences strengthen ideas and expectations, all of which affect whether a person maintains his/her attitudes. Many behavioral models that are used in studies related to health do not include behavior maintenance; instead, they focus on behavior initiation. This is a shame because the real purpose of public health is to maintain conduct rather than initiate it. SCT aims to illustrate how people monitor and reinforce their actions to achieve goal-directed behavior that can be managed. Thus, the product pricing and packaging of a product with useful information on labels will surely correlate with consumer buying behavior that will persist. The customer will buy or not buy in the future on the basis of the expectations and perceptions of the product once his behavior about the product has already been initiated. A conceptual framework was developed to focus on the specific variables. The framework consists of the hypotheses shown in Figure 1 .

Figure 1. Theoretical framework.

Research Methodology

The research methodology of a study represents an essential and integral part of the entire process and explains how science contributes to aims. The behavioral approach of respondents, i.e., expectations, evidence, observations, knowledge of reality, and individual point of view, can be summarized by analytical parameters. According to James and Vinnicombe (2002) , the assurance of objectivity in the scientific procession is compulsory. Furthermore, a perspective emphasizing social variable is considered essential by the society for practical implications ( Blaikie, 2007 ). Their innovative discoveries and interpretation are leading activities of label research.

Research Design

In this research, the structure of behavior science by Zechmeister et al. (1997) is followed with mediation and description for the problem-solving process. The main focus of this research is the state of mind, mood swings, variations in feelings, and behavior toward the specific situation of the respondents. In addition, the organizational performance in the market and consumer buying behavior can solve many problems by approaching the cooperative feedback process with peers and accumulating knowledge. The analysis of buying behavior may be categorized as “co-oriented” or “comparative.” According to behavioral science, these two factors have real meaning. This study seeks to understand the effect of product pricing and packaging on the buying behavior of consumers. At the same time, satisfaction plays its role as a mediating variable ( Zechmeister et al., 1997 ; Bollen and Pearl, 2013 ). For data collection, self-administered questionnaires were used for quantitative analysis.

Study Population

The sample of this study comprises students from different universities in China. The main reason for choosing university students is that recent research concentrates on product pricing with consumer buying behavior while considering university students as their population. The population selection is based on the area of interest and importance, which covers the objectivity of this research. Divergent online and offline sources were used to collect analytical data. The questionnaires were circulated among 500 students, and the 367 replied to us regarding that, and so the aggregate received response was 73%. Seventeen answers received from respondents were rejected due to incomplete information, and 350 were finalized for the analytical process. This study used convenience sampling for data collection. Bonds-Raacke and Raacke (2012) suggested that field examinations should use a questionnaire. The researcher used a questionnaire to collect the data in this study. SPSS software was used to check the quality, validity, and scale reliability of the instrument.

Data Analysis and Results

SPSS and AMOS software were used for the data analysis. Table 1 presents the reliability analysis results. Product pricing and product information are independent variables in this study, whereas consumer buying behavior is a dependent variable. In this study, satisfaction is mediated between two independent variables and one dependent variable. All variables have acceptable reliability alpha values.

Table 1. Reliability analysis.

Table 2 shows the descriptive statistics. The mean value of product pricing is 3.4, where product information has a mean value of 3.9, satisfaction has a mean value 3.6, and consumer buying behavior has a mean value of 3.8.

Table 2. Descriptive statistics.

The product price measuring scale was introduced by Lichtenstein et al. (1993) . The Likert scale ranges from strongly agree to strongly disagree, and this scale was used in this research with slight modifications. The Lichtenstein et al. (1993) ranking was further verified by confirmatory factor analysis (CFA) analysis to meet the requirements of this research. The measuring scales of Brun et al. (2014) and Zekiri and Hasani (2015) were used to measure the product packaging and customer satisfaction. The behavior of consumers toward buying decisions, the measurement scale of Bagga and Bhatt (2013) is used with slight modification to fit the scale for scope and broaden the view of this research. All predefined models/scales were rated on 5-point Likert scale, with higher numerical values indicating greater satisfaction.

Confirmatory Factor Analysis

The pooled CFA is more reliable than other versions and the most up-to-date approach. The AMOS 24 is used to check the relationship among variables ( Afthanorhan et al., 2014 ; Chong et al., 2014 ).

The results of Table 3 declare the structural fitness of the model by meeting all criterion requirements. The reliability values or factor loading of individual items are presented in Figure 2 . The findings of Table 4 have also covered the composite reliability of a wide scale. The composite reliability is indicated by the reliability of the measurement scales while reporting reliability ( Netemeyer et al., 2003 ).

Table 3. Pooled CFA model fitness tests.

Figure 2. Pooled confirmatory factor analysis.

Table 4. Factor loading of items.

Assessment of Discriminant Validity

Discriminant validity was measured using HTMT analysis by considering two determinants, i.e., supposed to be related or unrelated. The value of cut-off criteria for strict discriminant validity was 0.850, and for liberal discriminant validity it was 0.900 ( Henseler et al., 2015 ), obtained by employing discriminant validity. The following discriminant validity criteria have provided the results of Table 5 .

Table 5. HTMT analysis.

Path Analysis in Structural Equation Modeling

In this study, structural equation modeling was used to determine the proposed relationships. Exogenous variables were included in this analysis to allow for the study of endogenous variables using AMOS 24. Here, we can see whether the independent and dependent variables are linearly related to each other. The analytical observations and their mean values are tabulated and linked with the collected information. The results of Table 6 declare the structural fitness of the model by meeting all criterion requirements.

Table 6. SEM, model fitness tests.

Figure 3 shows the direct effects of the independent variables on the dependent variable. In this figure, the mediator variable is missing from this path analysis diagram to capture the direct correlation of the independent variable on the dependent variable.

Figure 3. Direct effects of path analysis.

Table 7 shows that H 1 , H 3 , and H 5 are statistically significant, and their P-value is less than 0.05, which shows the 95% confidence interval. The structural equation modeling with the path analysis is presented in Figure 4 . The path analysis declared the nature of variables, i.e., two variables are independent: one is the mediator and the other one is dependent.

Table 7. Results of indirect effects.

Figure 4. Indirect direct effects of path analysis.

The findings of Table 8 indicate that both hypotheses are statistically significant, but the observed mediation values for these hypotheses differ. H 2 is statistically significant but has a full mediation effect, whereas H 4 is statistically significant and has a partial mediation effect.

Table 8. Results of indirect effects.

Hypothetical Results

The results of the hypothesis are shown in Table 9 in a more detailed and comprehensive manner. To calculate the standard error with T and P-values and the significance of the path coefficient, bootstrapping (1,000 subsamples) was used, which provided direct evidence of the hypotheses being accepted or rejected. The structural model analysis results show the path coefficients and their significance levels, as presented in Table 9 . The findings confirmed that all five relationships were significant, and it can be concluded that H 1 , H 2 , H 3 , H 4 , and H 5 were supported.

Table 9. Hypothesis results.

According to Sisodiya and Sharma (2018) , the marketing mix has a significant influence on the buying behavior of consumers. In this study, the main principle in packaging is to “reach a greater height of opportunity.” It is often regarded as a critical component of purchase decision making, and has often been shown to be a way of building market awareness and connecting with consumers outside the product itself and across several channels ( Rambabu and Porika, 2020 ; Sadiq W. et al., 2020 ). Packaging performs multidimensional functions. It can not only offer knowledge about products and business entities, but it is also a technique for communicating with consumers and safeguarding product quality ( Silayoi and Speece, 2007 ). Pricing can be considered one of the most vital and essential elements that can influence consumer buying behavior or the buyer decision process ( Dhurup et al., 2014 ; Sadiq W. et al., 2020 ).

According to Kotler et al. (2012) , customer satisfaction “is the extent to which a product’s perceived performance matches the buyer’s expectations.” Aslam et al. (2018) stated that price has a positive and significant correlation with customer satisfaction. Furthermore, they believed that the success of the sector was based on price fairness and customer satisfaction. Previous studies have also discussed this phenomenon in connection with other geographical locations. The price factor is more relatable to consumer buying behavior than product packaging ( Jabarzare and Rasti-Barzoki, 2020 ; Huo et al., 2021 ). Product pricing has a greater influence than product packaging on the buyers’ decision processes ( Pratama and Suprapto, 2017 ; Abdullah et al., 2021 ). Innovation in product packaging also has a significant relationship with the consumer; however, if any organization wants to follow a strategy that is relevant to its product packaging, then there are several strategies for this kind of plan of action. Most consumers desire a range of product choices when purchasing, in terms of packaging. Thus, the marketer should place a premium on creative and exclusive packaging that is distinctive in terms of scale, instruction, convenience, product design, and form when compared to rivals in market segmentation ( Rundh, 2009 ; Bollen and Pearl, 2013 ). Product packaging serves as an excellent networking medium for target customers, eventually increasing their knowledge levels. Packaging must convey pertinent details about the product and brand, including ingredient composition, intent, and consistency. In addition, packaging should provide all of this material in regional languages to demonstrate respect for consumers. Efficient packaging is critical not only for storing and protecting goods but also for generating interest in and action toward buying the commodity. Currently, eco-friendly packaging is essential. Thus, advertisers should prioritize this factor and employ best practices to the maximum degree possible, including eco-friendly recyclable packaging ( Deliza and MacFie, 2001 ; Abdullah et al., 2021 ).

Conclusion and Recommendations

The study results clearly show that both product pricing and packaging have a statistically significant relationship with the buyer’s decision process. At the same time, the introduction of satisfaction leads to the observation of full mediation in the case of product pricing and partial mediation in product packaging. Despite knowing that both the variables have a statistically significant relationship with the consumer buying behavior, it is essential to understand the managerial implications. Suppose, we would like to report and recommend these findings to different organizations looking to cut their operational costs in any possible way without compromising product quality, we suggest in such cases that they focus on pricing strategies for a better consumer response. A focus on the product packaging design process, packaging material, or the information available on product packaging positively influences consumer buying behavior. However, its effect is lower than product pricing. Therefore, it is recommended for managers that if they want to connect with their target customers more efficiently and effectively, they should focus on both product pricing and packaging options. However, if they can afford only one option from the product’s operational cost perspective, they must focus on product pricing strategies.

In future studies, it must be kept in mind that these findings pertain directly to the individuals listed as respondents. To make it more accurate, other demographic, psychographic, and geographic samples should be used. It is likely that when data are thus obtained, the findings will differ. To ensure more lasting and repeatable corporate outcomes, several studies are required to obtain results that are more accurate and reliable.

Data Availability Statement

The original contributions presented in the study are included in the article/supplementary material, further inquiries can be directed to the corresponding author.

Author Contributions

HZ, XY, and ZL contributed to conception and design of the study. HZ organized the database, performed the statistical analysis, and wrote the first draft of the manuscript. XY, ZL, and QY wrote sections of the manuscript. All authors contributed to manuscript revision, read, and approved the submitted version.

This work was funded by the National Natural Science Foundation of China (52065010), Open Fund of Key Laboratory of Advanced Manufacturing Technology, Ministry of Education (GZUAMT2021KF[07] and GZUAMT2021KF[08]), Natural Science Research Project supported by the Education Department of Guizhou Province [Grant Nos. (2018)152 and (2017)239], Humanities and Social Science Research Project of Guizhou Provincial Department of Education (Grant No. 2018qn46), and the Guiyang University Teaching Research Project (Grant No. JT2019520206).

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s Note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

Abbreviations

CFA, Confirmatory Factor Analysis; RMSEA, Root Mean Square of Error Approximation; CFI, Comparative fit index; EDT, Expectancy Disconfirmation Theory; SCT, Social Cognitive Theory.

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Keywords : product pricing, product packaging, consumer buying behavior, consumer satisfaction, confirmatory factor analysis, structural equation modeling

Citation: Zhao H, Yao X, Liu Z and Yang Q (2021) Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Front. Psychol. 12:720151. doi: 10.3389/fpsyg.2021.720151

Received: 03 June 2021; Accepted: 08 October 2021; Published: 13 December 2021.

Reviewed by:

Copyright © 2021 Zhao, Yao, Liu and Yang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Huiliang Zhao, [email protected]

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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Research quality of clinical trials reported for foods with function claims in japan, 2023–2024: evaluation based on a revised tool to assess risk of bias in randomized trials, 1. introduction, 2.1. eligibility and exclusion criteria (target article), 2.2. data extraction source, 2.3. data item and evaluation of methodological quality (rob score), 2.4. summary scale, 2.5. statistical analysis, 2.6. protocol registration, 3.1. study selection and characteristics, 3.2. feature of rob 2 score and each domain score, 3.3. elements correlated with rob, 3.3.1. rob 2 score, 3.3.2. each domain score, 4. discussion, 4.1. features of rob on cts, 4.2. elements correlated with rob, 4.3. impact on srs, 4.4. future research challenges to improve the quality of ct on the ffc, 4.5. challenges in building a bridge with end users (consumers), 5. limitations, 6. conclusions, supplementary materials, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest, abbreviations.

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Kamioka, H.; Kitayuguchi, J.; Origasa, H.; Tsutani, K. Research Quality of Clinical Trials Reported for Foods with Function Claims in Japan, 2023–2024: Evaluation Based on a Revised Tool to Assess Risk of Bias in Randomized Trials. Nutrients 2024 , 16 , 2744. https://doi.org/10.3390/nu16162744

Kamioka H, Kitayuguchi J, Origasa H, Tsutani K. Research Quality of Clinical Trials Reported for Foods with Function Claims in Japan, 2023–2024: Evaluation Based on a Revised Tool to Assess Risk of Bias in Randomized Trials. Nutrients . 2024; 16(16):2744. https://doi.org/10.3390/nu16162744

Kamioka, Hiroharu, Jun Kitayuguchi, Hideki Origasa, and Kiichiro Tsutani. 2024. "Research Quality of Clinical Trials Reported for Foods with Function Claims in Japan, 2023–2024: Evaluation Based on a Revised Tool to Assess Risk of Bias in Randomized Trials" Nutrients 16, no. 16: 2744. https://doi.org/10.3390/nu16162744

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Recession Risks Rise as Consumers Turn Cautious

Consumer spending has powered the economic recovery from the pandemic shock. Now wallets are thinner, and some businesses are feeling the difference.

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By Sydney Ember Jordyn Holman and Julie Creswell

The economy’s resurgence from the pandemic shock has had a singular driving force: the consumer. Flush with savings and buoyed by a sizzling labor market, Americans have spent exuberantly, on goods such as furniture and electronics and then on services including air travel and restaurant meals.

How long this spending will hold up has become a crucial question.

Despite contortions in world markets, many economists are cautioning that there is no reason to panic — at least not yet. In July, there was a notable slowdown in hiring and a jump in the unemployment rate to its highest level since October 2021, but consumer spending has remained relatively robust. Wages are rising, though at a slower rate, and job cuts are still low.

“Overall, there isn’t evidence of a retrenchment in consumer spending,” said Gregory Daco, chief economist at the consulting firm EY-Parthenon. The strength of spending helped power greater-than-expected economic growth in the spring.

That could change if the labor market’s slowdown accelerates.

Already, some consumers, especially those with lower incomes, are feeling the dual pinch of higher prices and elevated interest rates that are weighing on their finances. Credit card delinquencies are rising, and household debt has swelled . Pandemic-era savings have dwindled . In June, Americans saved just 3.4 percent of their after-tax income, compared with 4.8 percent a year earlier.

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