The Role of Packaging on Consumers’ Behavior in Greece

Packaging is an important promotion tool that influences not only the consumers’ perception about products but also their purchase decisions. This study aspires to examine the role of packaging on consumers’ behavior, filling a gap of similar studies in the Greek context and exploring additional packaging elements, such as innovation and information, which were not adequately examined in previous studies. Its objective is to explore consumers’ overall perceptions about packaging, to analyze consumers’ perceptions concerning packaging elements and to measure the influence of packaging elements on consumers’ purchase intentions. A quantitative research was conducted on a convenient sample of 190 Greek consumers, using an online questionnaire. Findings indicate that packaging color, material, design and innovation influence positively the behavioral intentions of the Greek consumers, while printed information, although considered as important, does not appear to have a similar effect. Results of this study can help managers to better understand the packaging elements that influence consumers’ purchase behavior, as well as the versatile functions of packaging, causing them to increase cost efficiency, reduce environmental impact and fulfill consumers’ preferences.