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August 9, 2026Humanities and Social Sciences CommunicationsOpen Access

Visual elements in food packaging and consumer choice: a moderated mediation analysis of consumer satisfaction in the tea market

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Authors

CLChang LiuUniversiti Malaysia KelantanMSMat Redhuan SamsudinUniversiti Malaysia KelantanYZYuwen ZouUniversiti Teknologi MARA System

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Overview

Moderated mediation analysis shows consumer satisfaction enhances visual elements' influence on purchase intention.

Key Points

  • This research aims to explore how consumer satisfaction affects the relationship between visual packaging elements and purchase intention in low-involvement products.
  • Used orthogonal experimental design to manipulate five visual elements: Colour, Graphics, Logo, Typography, Layout.
  • Collected data from teabag consumers through a cross-sectional questionnaire.
  • Employed structural equation modelling and Fuzzy-Set Qualitative Comparative Analysis (fsQCA) for data analysis.
  • Satisfaction significantly moderates the indirect effect of visual elements on purchase intention through brand experience.
  • As satisfaction increases, the influence of visual elements on purchase intention via brand experience strengthens.
  • Colour, Graphics, Logo, and Layout showed significant moderating effects, while Typography had limited effects.

Cite This Study

Liu et al. (2026) studied this question.

synapsesocial.com/papers/6a782cfa2e1896536c83fc40https://doi.org/10.1057/s41599-026-08281-x
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