Purchase Intention for Packaged and Unpackaged Products: Contamination and High Price Effects

This study examines the effect of packaging type (packaged vs. unpackaged) on purchase intentions for fresh fruits and vegetables, within the context of the mediating role of perceived contamination and the moderating effect of perceived high price. While previous studies have addressed these factors separately, studies integrating all of them within a single framework are limited. Considering hygiene concerns and economic considerations, this study aims to understand consumer decision mechanisms in food retailing better. The study was conducted with 435 adult participants in Türkiye using convenience sampling. Although the sample is not nationally representative, it is sufficient for hypothesis testing and multivariate analyses. Exploratory and confirmatory factor analyses were performed, followed by regression-based mediation and moderation analyses. The results indicate a higher purchase intention for packaged products. Perceived contamination mediates the effect of packaging, particularly for unpackaged products, and limits the negative effect of high price perception. This study provides an integrated framework linking packaging, perceived contamination, and price evaluation to purchase intention.