Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences

What is it about?

This study examined how packaging impacts Filipino coffee buyers' impressions and willingness to buy. Showing 263 coffee drinkers different packaging prototypes found equal emotional responses elicited, though graphics influence more than materials. Females focus on visuals, males on materials. Packaging design directly relates to perceptions and purchase intent. Paper packs with patterns appeal most. Targeted gender-specific packaging graphic elements should be prioritized over materials to sustainably support the local coffee industry.

Featured Image