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Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.

This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.

(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.

This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.

According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.

This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.

This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

Aversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome these mental barriers. Cute visuals and claims on product packaging can trigger positive affective responses in consumers whilst modulating taste expectations. This study investigated how these elements influence emotions, perceptions and attitudes towards insect-based foods.

An online cross-cultural study involving French (n = 747) and Colombian (n = 695) consumers was conducted using two insect-based products: chips (hedonic) and bread (functional). Ten visual packaging variations were created per product, emphasising palatability, sustainability, nutrition and popularity (plus a control: no claim) affixed to the image of a cute anthropomorphic cricket or its silhouette. Visual appreciation and associations were assessed along with the participants' degree of food variety seeking, familiarity with entomophagy and openness to consuming edible insects.

Differences were reported in emotions, perceptions and attitudes based on the combination of packaging elements, product type and consumer segments. The findings suggest that food marketers should use cute insect depictions linked to palatability-focussed claims to alleviate young French adults' reluctance towards insect-based foods (IFs). Colombians responded better to pro-social claims and neutrally to cuteness.

The results should be valuable to stakeholders seeking to enhance food marketing strategies related to IFs amongst target consumer segments.

This study is the first to assess how baby schema cuteness induces emotional changes towards IFs and how it affects perceptions and attitudes amongst distinct populations and age segments.

This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.

Around 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.

The findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.

The research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

The importance of packaging attributes for purchase decisions has generated interest in the research and food industry. As a matter of fact, innovation in packaging is constantly searching for new solutions that generate customer experience. The aim of this study is to analyse the effect of packaging attributes (protection, convenience, portability and storage, information, sustainability, branding and engagement) on consumer purchase intention of experiential packaging especially designed to provide an extraordinary sensory or interactive communicational experience and the influence of potential moderators.

The authors used a quantitative methodology based on the partial least squares (PLS) technique to estimate the structural model proposed. A purposely developed questionnaire was administered to a non-probabilistic sample of 1,489 European consumers. The questionnaire included questions related to consumers' perception of packaging attributes and purchase intention of different experiential packages.

The results indicate that packaging attributes are related to consumer purchase intention of experiential packaging. Engagement attributes show the strongest positive influence followed by branding and economy. However, attributes such as sustainability showed a negative effect on the purchase intention of these packages. The authors’ results also show the influence of gender, family structure and residential background as moderators of the relationships.

Customers' decision-making processes are strongly influenced by product packaging. However, little is known about how new technologies and design in packaging influence consumers' responses. This research provides evidence of the influence of packaging attributes on consumer purchase intention for experiential packaging, a proliferating area of research.

This study investigates whether the visualization of agricultural products influences consumers’ purchase intentions in the context of farmer-assisted livestreaming in China. Moreover, it explores the moderating effect of packaging functionality and the mediating effect of consumer trust.

Consumers in China from multiple social media platforms participated in this survey, which yielded 333 valid responses for analysis.

The results revealed a positive relationship between the video presentation about the agricultural production process and consumers’ purchase intention, which is mediated by consumers’ trust. Meanwhile, packaging functionality moderates the relationship between agricultural product visualization and consumers’ purchase intentions as well as the indirect effect of consumers’ trust.

This study extends the application of the stimulus-organism-response (SOR) model to the field of farmer-assisted livestreaming. By building a more detailed model, this study adds to knowledge on the influencing mechanisms of consumers’ purchase intentions in farmer-assisted livestreaming.

Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.

Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.

The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.

Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.

Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.

This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.

A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.

The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.

The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.