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VOL. 11, ISSUE 5 (2025)
Impact of packaging on consumer buying behavior: A Systematic Literature Review
Authors
Ankita Garg
Abstract
This systematic literature review explores the
role of packaging in shaping consumer buying behavior, drawing on fifteen key
studies published between 2002 and 2024. Packaging has evolved from a purely
functional component to a strategic marketing instrument influencing attention,
perception, and purchase decisions. This review synthesizes findings on visual
design, informational content, functional convenience, and sustainability
attributes. Results reveal that packaging is a key determinant of brand differentiation,
impulse buying, and customer loyalty. The paper also highlights the growing
significance of eco‑friendly packaging in influencing purchasing decisions.
Recommendations for marketers and avenues for future research are provided.
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Pages:66-69
How to cite this article:
Ankita Garg "Impact of packaging on consumer buying behavior: A Systematic Literature Review". International Journal of Humanities and Social Science Research, Vol 11, Issue 5, 2025, Pages 66-69
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