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@article{195781,
        author = {Srikanta Murmu and M.s Parimala S. and Anandhu Gopal and Sarthak Jain and Syed Khuzam Ali},
        title = {A STUDY ON THE INFLUENCE OF MODERN FOOD PACKAGING DESIGN ON IMPULSE PURCHASES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {785-794},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195781},
        abstract = {Contemporary food packaging has evolved far beyond its conventional protective function to emerge as a powerful determinant of consumer purchasing behavior, especially in the context of unplanned or impulse buying. This study investigates the extent to which modern packaging design elements encompassing visual aesthetics, sustainability indicators, functional attributes, emotional triggers, and color psychology shape impulse purchase decisions among food consumers.
A descriptive research design was employed, with structured questionnaires administered to 100 respondents selected through stratified random sampling. Data were analyzed using percentage analysis, bar charts, and simple linear regression. The regression model examined the relationship between perceived packaging attractiveness and the emotional connection consumers develop with a product.
Key findings indicate that imagery is the most influential visual element in driving impulse purchases, cited by 52% of respondents. Emotional triggers such as indulgence, joy, and nostalgia were identified as primary motivators for unplanned buying. Convenience-driven functional features
particularly portability emerged as significant purchase influencers. Eco-friendly packaging generated moderate interest, with a majority of respondents adopting a neutral stance. The regression analysis confirmed a statistically significant moderate positive relationship (R² = 0.177, F = 21.14, p
< 0.05) between packaging attractiveness and emotional connection, indicating that while aesthetic appeal matters, other variables also contribute to consumer decision-making.
These findings offer actionable insights for food marketers and brand designers aiming to leverage packaging as a strategic tool for driving sales and building brand equity.},
        keywords = {Food Packaging Design, Impulse Buying Behaviour, Consumer Psychology, Colour Psychology, Sustainable Packaging, Emotional Triggers, Visual Aesthetics, Brand Identity},
        month = {April},
        }