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This study endeavors to unravel the intricate relationship between packaging design and consumer behavior in the context of Northeastern cereal agricultural products. Focusing on the vibrant region of Song Yuan, Jilin, China, the study employs a multi-method approach encompassing fieldwork observations, content analysis, and consumer surveys. The investigation unfolds in three key dimensions: evaluating current packaging designs, understanding consumer perspectives, and gauging the acceptance of alternative designs. The findings reveal four distinct models of packaging design, each resonating differently with consumers. Traditional motifs evoke a sense of authenticity, while modern graphics enhance visual appeal and information communication. Consistency with brand identity instills trust, and informative packaging aids in informed purchase decisions. Additionally, the introduction of alternative designs presents an exciting prospect, especially among younger demographics, signifying a potential shift in consumer preferences. This research contributes a nuanced understanding of the pivotal role packaging design plays in shaping consumer choices for Northeastern cereal agricultural products. It provides actionable insights for businesses seeking to align their packaging strategies with consumer preferences, fostering brand loyalty and enhancing market competitiveness. This study serves as a valuable resource for practitioners, academics, and stakeholders invested in the dynamic interplay between design and consumer behavior.
Tu et al. (Sun,) studied this question.