Packaging communication and QR codes

: a study on information, quality, involvement and purchase intention for the spice market

Abstract

Packaging has come a long way since the days when it served a fully functional purpose. Throughout time, it has been developed as a fundamental tool for communicating directly with consumers. This study dives into packaging as a communication tool considering the informative elements of packaging and QR code applications for the spice market. The goal is to understand how applying QR codes on packaging as an information provider can build quality perceptions and influence purchase intentions over traditional packaging. The level of involvement is also taken into consideration as a moderator to understand the potential interest of involved consumers in a category often considered low involvement. A survey was developed in the form of A/B testing to proceed to the confirmatory approach. Research hypotheses were tested using linear regression, independent samples t-test, and Prof. Andrew Haye's process models 1, 4 and 5 procedures. Results identify informative packaging elements as non-significant predictors of purchase intention in both types (Printed and QR). Furthermore, only a high level of involvement is significant in the moderation between informative packaging elements and purchase intention. Lastly, perceived quality does not mediate the relationship between informative packaging elements and purchase intentions. Among the implications of these results are possible limitations on the measurement of the variables ending up contrasting with the insights from the literature.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)