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Psychological determinants of purchase decisions for nuticional supplements: the impact of supplement packaging on purchase likelihood
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This work examines how key product attributes of nutritional supplements shape consumers likelihood of purchase. Using one joint online survey with three embedded experimental tests, the influence of packaging design, supplement form, and claim focus is tested to uncover the psychological mechanisms guiding consumer decisions. Focusing on packaging design, the results show that aesthetic, lifestyle oriented packaging increases purchase likelihood compared to clinical packaging. This effect is primarily driven by stronger perceived lifestyle fit, while emotional appeal does not independently explain purchase intentions. The findings highlight the role of packaging as an extrinsic cue shaping identity-related evaluations in credence goods.
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Nutritional supplements Likelihood of purchase Packaging Lifestyle fit Emotional appeal