Relationships Between Sachet-Product Attitudes/Behaviors and Consumers' Characteristics: A Survey of the Chinese

Abstract: Purpose: This study integrates consumer behavior models to investigate the relationships between Chinese consumers’ sachet-product attitudes/behavior and personal characteristics, namely, variety seeking, frugality, value consciousness, price consciousness, personal monthly incomes, education, and household size. Methods: A face-to-face survey is conducted with a convenience sample of 468 Chinese consumers in Shanghai and Zhuhai. The proposed relationships are analyzed by correlations and structural equation modeling. Results: Many relationships between sachet-product attitudes/behaviors and consumer characteristics are significant as hypothesized. Variety seeking and household size positively correlate with attitudes toward products in sachets, purchase intentions toward products in sachets for home use, and purchase and usage of products in sachets. Frugality, value consciousness, and price consciousness negatively correlate with attitudes toward products in sachets. Education negatively correlates with purchase intentions toward products in sachets for home use. Personal monthly incomes negatively correlate with purchase intentions toward products in sachets for home use and purchase/usage frequency of products in sachets. Finally, biological sex and age do not correlate with any of the dependent variables. Structural equation modeling reveals that the proposed model fits the data very well in terms of Chinese consumers’ sachet-product attitudes and behaviors. Specifically, higher variety seeking, larger household size, and lower personal monthly incomes lead to more-favorable attitudes toward products in sachets, which in turn induce higher purchase intentions toward products in sachets for home use, which in turn elicit higher purchase/usage frequency of products in sachets. Conclusions: Sachet marketing is profitable to companies and offers many benefits to consumers, yet there has been little investigation of the relationships between sachet-product attitudes/behaviors and consumers’ characteristics. Using rigorous data analyses, this research fills this gap and provides theoretical and managerial contributions. The findings confirm the sequential linkage from attitudes → intentions → behaviors in consumer behavior theory. Keywords: China, marketing strategy, sachet marketing, package size, sustainable consumption Citing this article: Pornpitakpan, C., Li, Q., Sy-Changco, J., & Chen, J. (2025). Relationships between sachet-product attitudes/behaviors and consumers’ characteristics: A survey of the Chinese. Global Empirical Marketing Studies, 1(1), Article e2025.02.20. https://doi.org/10.5281/zenodo.14955809