Paying for culture : Cultural factors in local speciality product packaging’s effect on buying behaviour

This paper explores the influence path and effect of cultural factors in local speciality product packaging on buying behaviour from the perspective of consumers. The research in this paper can help with the development of speciality product packaging design strategies and drive sales of speciality products. The model uses the five cultural factors of local speciality packaging as independent variables, the consumption motivation of consumers as intermediary variables, and the buying behaviour as the dependent variable. This study collected a sample of 248 respondents. Data were analysed by SPSS and AMOS software. To ensure the reliability of the questionnaire scale, the path relationship among variables was measured through the model. The research results show that the cultural factors of speciality product packaging have an impact on buying behaviour through consumption motivation, but the impact paths and effects are not the same. Of the various factors, the cultural graphic elements of packaging have the most obvious impact on purchase behaviour. The findings indicate that designers should pay more attention to cultural graphic elements in the packaging design of local specialties, while marketers should focus on promoting the cultural and social attributes of speciality product packaging. This will better satisfy consumers’ consumption psychology and drive buying behaviour.