Impact of Packaging and Labelling on Customer Choice: A Comprehensive Review

References

[1] Underwood RL. The communicative power of product packaging. Journal of Marketing Theory and Practice. 2003;11(1):62–76.

[2] Silayoi P, Speece M. Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal. 2004;106(8):607–628.

[3] Ampuero O, Vila N. Consumer perceptions of product packaging. Journal of Consumer Marketing. 2006;23(2):100–114.

[4] Rundh B. The multi-faceted dimension of packaging. British Food Journal. 2005;107(9):670–684.

[5] Keller KL. Strategic brand management. 4th ed. Pearson Education; 2013.

[6] Kotler P, Keller KL. Marketing management. 15th ed. Pearson Education; 2016.

[7] Solomon MR. Consumer behavior: Buying, having, and being. 12th ed. Pearson; 2018.

[8] Wells LE, Farley H, Armstrong GA. The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management. 2007;35(9):677–690.

[9] Rettie R, Brewer C. The verbal and visual components of package design. Journal of Product & Brand Management. 2000;9(1):56–70.

[10] Klimchuk MR, Krasovec SA. Packaging design: Successful product branding from concept to shelf. Wiley; 2012.

[11] Ares G, Deliza R. Studying the influence of package shape and colour on consumer expectations. International Journal of Consumer Studies. 2010;34(2):197–206.

[12] Schifferstein HNJ, de Boer A, Lemke M. Conveying information through food packaging: A literature review comparing legislation with consumer perception. Journal of Functional Foods. 2021;86:104734.

[13] Ikonen I, Sotgiu F, Aydinli A, Verlegh PWJ. Consumer effects of front-of-package nutrition labeling: An interdisciplinary meta-analysis. Journal of the Academy of Marketing Science. 2020;48(3):360–383.

[14] Magnier L, Schoormans J. Consumer reactions to sustainable packaging. Journal of Environmental Psychology. 2015;44:53–62.

[15] Liu C, Samsudin MR, Zou Y. The multidimensional impact of packaging design on purchase intention: A systematic hybrid review. Humanities and Social Sciences Communications. 2025;12:785.

[16] Chenyang R, Anuar TFT. Packaging’s impact on consumer purchase intention: A comprehensive review. International Journal of Entrepreneurship and Management Practices. 2024;7(25):45–58.

[17] Ashok R, Chiranth KM. Impact of packaging and labeling on consumer behavior: A systematic literature review with a focus on private-label products. Humanities and Social Science Studies. 2023;12(2):124–137.

[18] Proi M, Cubero-Dudinskaya E, Gambelli D, Zanoli R. Bottom-up and top-down factors influencing consumer responses to food labels: A scoping review of eye-tracking studies. Agricultural and Food Economics. 2025;13(35):1–22.

[19] Spence C. Multisensory packaging design. Current Opinion in Food Science. 2016;7:63–69.

[20] Becker L, van Rompay TJL, Schifferstein HNJ, Galetzka M. Tough package, strong taste. Food Quality and Preference. 2011;22(1):17–23.

[21] Shrestha A, Cullerton K, White KM, Mays J, Sendall M. Impact of front-of-pack nutrition labelling in consumer understanding and use across socio-economic status: A systematic review. Appetite. 2023;187:106587.

[22] WHO. Front-of-package labelling guidelines for healthier consumer choices. World Health Organization; 2024.

[23] Nancarrow C, Wright LT, Brace I. Gaining competitive advantage from packaging and labelling. European Journal of Marketing. 1998;32(11/12):1101–1115.

[24] Deliya MM, Parmar BJ. Role of packaging on consumer buying behavior. Global Journal of Management and Business Research. 2012;12(10):49–67.

[25] Raheem AR, Vishnu P, Ahmed AM. Impact of product packaging on consumer buying behavior. European Journal of Scientific Research. 2014;120(2):145–157.

@article{1718078,
      author = {Jimeepal, Sanjay, Aryan, Vishal Kumar Bind, Rajdeep Pal; Ashvani Kumar},
      title = {Impact of Packaging and Labelling on Customer Choice: A Comprehensive Review},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {11},
      pages = {2225-2234},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1718078.pdf},
      abstract = {Packaging and labelling have become essential marketing tools that significantly influence customer choice and purchasing behaviour. In highly competitive markets, packaging acts as the “silent salesman” by attracting attention, communicating product information, and creating brand identity. Labelling provides critical information regarding ingredients, nutritional value, manufacturing date, expiry date, instructions for use, and safety measures, thereby enhancing consumer trust and informed decision-making. This review paper examines the impact of packaging and labelling on customer choice across various industries, including food, pharmaceuticals, cosmetics, and consumer goods. The paper discusses different packaging elements such as colour, design, material, shape, size, typography, and sustainability aspects. It also highlights the role of labelling in influencing consumer perception, health awareness, and brand loyalty. The review further explores psychological, cultural, and technological factors associated with packaging and labelling strategies. Recent trends such as smart packaging, eco-friendly packaging, and digital labelling are also discussed. The findings indicate that effective packaging and accurate labelling positively influence customer satisfaction, purchase intention, and repeat buying behaviour.},
      keywords = {Packaging, Labelling, Consumer Behaviour, Customer Choice, Brand Loyalty, Product Design, Purchase Intention, Marketing.},
      month = {May},
      doi = {https://doi.org/10.64388/IREV9I11-1718078}
  }