Packaging That Tempts: How Design Elements Drive Junk Food Purchase Intentions among Malaysian Youth

Authors

  • Fatinah Waries Merican Abd Aziz Department of Resource Management and Consumer Studies, University Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
  • Nur Aqilah Amalina Jaafar Department of Resource Management and Consumer Studies, University Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
  • Norazwa Mohamed Hariri Laboratory of Agricultural and Food Policy Studies, Institute of Tropical Agriculture and Food Security, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
  • Gancar Candra Premananto Department of Management, Faculty of Economics and Business, Airlangga University, Gubeng, Surabaya City, East Java 60286, Indonesia

DOI:

https://doi.org/10.37934/arbms.38.1.4258

Keywords:

Packaging design element, purchase intention, junk food, packaging graphic, packaging material, packaging label

Abstract

This study aims to determine the impact of packaging design elements on the purchase intention of junk food among youth consumers at a public university. The study utilized a sample of 263 respondents aged 18 to 30, selected through convenience sampling. Data collection was conducted using structured questionnaires. Descriptive statistics, Pearson correlation analysis, and multiple linear regression were applied to analyze the relationships between packaging graphics, materials, labels, and purchase intentions. These findings underscore the importance of strategic packaging design in influencing youth purchase behavior. The study offers insights for marketers and policymakers to develop packaging strategies that cater to youth preferences, potentially fostering healthier dietary choices and enhancing market competitiveness. Future research is encouraged to explore the influence of cultural and social factors on consumer behavior to further enrich packaging design strategies.

Author Biographies

Fatinah Waries Merican Abd Aziz, Department of Resource Management and Consumer Studies, University Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

fatinahseo@gmail.com

Nur Aqilah Amalina Jaafar, Department of Resource Management and Consumer Studies, University Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

aqilahamalina@upm.edu.my

Norazwa Mohamed Hariri, Laboratory of Agricultural and Food Policy Studies, Institute of Tropical Agriculture and Food Security, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

azwahariri@gmail.com

Gancar Candra Premananto, Department of Management, Faculty of Economics and Business, Airlangga University, Gubeng, Surabaya City, East Java 60286, Indonesia

gancar-c-p@feb.unair.ac.id

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Published

2025-03-30

Issue

Vol. 38 No. 1: March (2025)

Section

Articles
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