Examining Consumer Perception and Purchase Intention of Gift Packaging: A Case Study of Chinese Consumers on Green Tea Packaging

Tea industry in China is continuing flourish and the sales volume increasing. It is significant for China tea industry focuses on upgrading their marketing strategy in boosting consumption and make it exclusive in the international market. The aim of this research was to identify the impact of gift packaging on consumer perception and their purchase intention. The literature revealed the colour of packaging influences consumer perception and purchase intention in China. This paper proposes two research questions; (1) Does packaging elements influence consumer perception and purchase intention? And (2) Does packaging elements increases business sales to different culture? Findings of this study can be added into current knowledge and literature for future reference. Furthermore, the findings show that consumers have spatial visual attention shifting from product to another product and impact on their evaluation of product evaluation and satisfaction. The findings also show that consumers perceive the brand with distinctive and unique meanings through its packaging elements that meet with contemporary consumers' functional and psychological needs. Additionally, the new insights obtained from this research are important for Chinese green tea businesses and marketers on determining long-term new product developments and in developing the marketing mix for packaging elements that are marketed and can influence consumer purchase intention. This research indicated that utilising packaging elements to influence consumer perception and their purchase intention.