| dc.description.abstract | Norway boasts a substantial coffee market and ranks as the second-highest consumer of coffee globally. Within a highly competitive market, it becomes crucial for businesses to differentiate themselves from competitors. While previous studies have primarily focused on examining the impact of various coffee packaging components on overall purchase intention, this research seeks to delve deeper and identify the specific factors that contribute to heightened purchase intentions for particular packaging components. By shedding light on these factors, this study aims to provide valuable insights for businesses aiming to gain a competitive advantage in the industry.Our research comprised two distinct studies. Study 1 encompassed an exploratory investigation with the objective of examining the alignment between personalities and color preferences, as well as determining the magnitude of willingness to pay (WTP)and its key influencers. Study 2, our main study, focused on analyzing the factors that influence purchase intentions for various packaging components, specifically material, font type, and color. Within this study, we explored the interplay of consumer behavior, psychology, and personality as critical determinants of purchase intentions.To examine the present study, we employed a comprehensive approach involving an online survey to gather relevant data. This data was subjected to rigorous analysis, including factor analysis and regression models, to facilitate a thorough exploration of the research variables. The outcomes of our analysis revealed compelling evidence supporting the significant influence of underlying factors such as consumer behavior, psychology, and personality on the purchase intentions pertaining to diverse coffee packaging components. These findings underscore the importance of considering these factors when making decisions regarding the packaging of coffee products, as they can significantly impact consumer preferences and behaviors. | |
