The impact of specialty agricultural product packaging on consumer purchase intentions: a case study of Hainan's "one village, one product" agricultural products

This study focuses on evaluating the impact of specialty agricultural product packaging on consumer purchasing behavior, specifically examining packaging design, font type, packaging color, packaging material, and printing information. The target audience comprises consumers of agricultural products from Hainan's "One Village, One Product" initiative in China. Using a descriptive survey methodology with a sample size of 160 respondents, the study employs simple random sampling and data collection through standardized questionnaires. SPSS 21.0 software is utilized for data analysis, including correlation and regression analyses. Results indicate a significant correlation between packaging elements and consumer purchase intentions, with color and packaging design having the most substantial impact.