The multidimensional impact of packaging design on purchase intention: a systematic hybrid review

Abstract Despite the widely recognised importance of packaging design’s influence on purchase intention in both academic and industrial spheres, there remains a dearth of comprehensive research at the intersection of these two concepts, particularly as no evaluation in the current field has been conducted through systematic bibliometric analysis. Based on this, this study aims to explore the current state and trends in the research domain of packaging design and purchase intention relationships through a mixed-methods systematic review. A total of 221 academic articles were selected from high-quality journals indexed in the Web of Science (WoS) database. The study employs a hybrid methodology combining bibliometric analysis techniques (including performance analysis and science mapping) with the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol for systematic literature reviews, whilst utilising bibliometric visualisation analysis tools CiteSpace and VOSviewer to analyse annual publications, scientific collaboration networks, disciplinary distribution, research hotspots and trends, and key variables. The findings indicate that the five core research themes in this field are: The Role of Packaging in Consumer Decision Process, Visual and Structural Elements of Packaging Design, Product Expectations and Evaluation Induced by Packaging, Packaging Information Communication and Processing, and Environmental Impact and Sustainability of Packaging. Furthermore, this study proposes future research directions using the Theory, Method, Context (TMC) framework. This research not only provides researchers with important research trends in the field but also offers valuable references and guidance for marketers and designers.