Journal of Islamic Marketing

Consumers' perception of usability of product packaging and impulse buying: considering consumers’
mood and time pressure as moderating variables
Manijeh Bahrainizad, Azadeh Rajabi,
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To cite this document:
Manijeh Bahrainizad, Azadeh Rajabi, "Consumers' perception of usability of product packaging and impulse buying:
considering consumers’ mood and time pressure as moderating variables", Journal of Islamic Marketing, https://
doi.org/10.1108/JIMA-04-2016-0030
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 Consumers' perception of usability of product packaging and impulse buying:
considering consumers’ mood and time pressure as moderating variables

ABSTRACT
Purpose- The present study aims to investigate the impact of consumers' perception of usability of product
packaging on impulse buying in terms of its shape, color, material, label and size.
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Design/methodology/approach- A Structural Equation model was used for testing the conceptual model. The
present research is an applied research, and a descriptive survey. By using non-probability sampling, 388
customers of different malls in Shiraz City (Iran) were selected and surveyed by using questionnaires.
Findings – Results showed that appropriate material, shape and labeling of packaging have a significant positive
influence on consumers' perception of usability of product packaging while color and size of packaging does not
have an impact on consumers' perception of a product usability. Moreover, results showed that consumers'
perception of the usability of packaging has a significant positive influence on impulse buying. Consumers' mood
and time pressure had also positive influence on impulse buying but their moderating role in their influence of
consumer's perception on impulse buying decision was not supported.
Research limitations/implications- Although this research contributes to the product management
literature, it has some limitations. For instance, the research model was tested in only one city in Iran
(Shiraz). Besides, it is specific to only two product categories, and concentrates mainly on consumers’ mood
and time pressure as moderating factors.
Originality/value- To the best of authors' knowledge, this study is the first research which examines the
structural relationship of packaging elements on consumer's perception of reusability of packaging and
impulse buying while considering consumers’ moods and time pressure as moderator variables.

Keywords: impulse buying, packaging, packaging usability, consumers’ mood, time pressure
 Consumers' perception of usability of product packaging and impulse buying

INTRODUCTION
The Identification of consumers' behavior is a common goal of all companies. Marketers try to stimulate
consumer feelings when they aim to influence their decision-making. As impulse buying is the latent half
of a consumer's behavior, skillful salesmen would use different stimulants in order to increase their sales.
The studies conducted in this field show that a high percentage of purchases is done as a result of impulse
decisions rather than preplanned choices. At present, relatively 70% of purchase decisions are made at the
point of purchase (Hulten and Vanyushian, 2011), and 30 to 50 percent of all consumers' purchases are
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impulse purchases (Tariq Khan et al, 2015). However, an increase in impulse buying might have adverse
psychological impacts on consumers. This happens because of two reasons. First, they spend a lot of
money on buying products which leads to impulse buying, while they have uncertainty about the product
quality and function, and consider it a risk to buy the product (Liang, 2012). Secondly, because
consumers think that s/he would receive negative attitudes/responses by other people as a result of buying
the product. According to previous studies (Roke, 1987), relatively 80% of respondents spoke about
negative results of impulse buying, and regretted shopping in this manner (BATI & ATICI, 2010)
(Harmancioghlu et al, 2009). Consequently, consumers try to control their impulse buying tendencies
because they consider this behavior to be wrong in a normative way, and don't like to be called naive by
others. Therefore, it is necessary to we should look for a solution to decrease these negative feelings
associated with impulse buying. Many planners in marketing research companies have diagnosed several
profits in Islamic countries. Muslims’ believes regarding being reworded for their righteous acts (Such as
saving, waste reduction) and those related to the other world have led them to certain behaviors (Wilson,
2013). Impulse buying takes place when a purchaser browses in a store without knowing exactly what
s/he is looking for. In these cases, tis cases, visual attraction is necessary for sales. Packaging is one of the
main factors of a product in purchase decision-making at the point-of-purchase (Hollywood et al, 2013).
A growth in point-of-purchase decisions increases communication potential of food products packaging
(Wang, 2013). Packaging of a product is a combination of different elements, each of which can be
effective in creation of a specific image in consumers' minds. This is related to impulse buying, that is a
common phenomenon all over the world (Lee and Kacen, 2008), (Dawson and Kim, 2010), (Hulten and
Vanyushyan, 2011). On one hand, retailers like to increase the number of impulse purchases, and work on
store design, products display, and packaging options in order to attract shoppers' attention (Lee and
Kacen, 2008). On the other hand, consumers enjoy purchases but reduction in their financial abilities and
environmental issues create negative feelings which act like barriers against their act of shopping. An
important problem is that environmental issues and waste is resulted from numerous purchases of
products with different packaging by consumers. Would some customers consider impulse buying
appropriate especially in special conditions? In which circumstances does impulse buying behavior allow
consumers to justify their impulse buying behavior and social pressure for purchase decision-making?

The importance of the research

Studies in the field of impulse buying mainly deal with factors which affect this kind of behavior.
Identifying factors that affect impulse buying are important from different aspects. This is especially very
important in markets where the majority of population are Muslims. In fact, morality and Islamic values
 have their impact on all aspects of individual and social life of Muslims, including production,
consumption and exchange of goods and services. This needs to be considered in commercial activities in
many communities. In such markets, marketers should bear in mind that their actions would not conflict
with moral and religious standards of the community. Since in the impulse buying people buy things that
are not needed at that time, they seem to be acting against certain Islamic values. According to Islamic
teachings, waste is prohibited due to the lack of resources. This is according to some Quranic verses such
as verse 31 of Sura AL-Araf, which reads, 1"O sons of Adam attaire yourselves at every time of worship;
eat and drink, but do not be wasteful, for God does not like prodigals". In other verses such as (42/
Ghafir)2 one reads," The transgressors have been considered, as inmates of hall".

On the other hand, in Islam respect for nature is emphasized and such rules and approaches in the context
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of verses and traditions are clearly mentioned. According to traditions, Muslims must know the
environment, trust God and keep and maintain it as their responsibility. The Messenger of Allah said too,"
do not cut down trees except for an emergency "(Javadie Amoly, 2013). Many individuals and
practitioners in commercial area request products that not only fulfills their needs and wants, but also are
in accordance to the principles accepted in Islam (Wilson, et al., 2013). According to Islam's emphasis on
these two aspects, the results of this study could be of significant contribution in an Islamic society. With
regard to impulse buying in an Islamic community, Ghaderi Abed and Nazari (2011) investigated factors
which affected impulse buying among Iranian consumers. These factors included gender, situational
factors (purchase environment, going to shopping alone, and salesperson guidance), marketing mix
factors (product, price, place and promotion), and psychological factors (stimulation, individualism and
self-esteem). Muhan et al (2013) also investigated the influence of store environment on impulse buying
decision. However, most of studies deal with negative aspects of impulse buying. Because statistics show
that about 62% of purchases from supermarkets and 80% of total purchases are impulse purchases
(Sharma et al, 2010; Duarte, et al, 2013), spending time for understanding factors which influence
impulse buying is important. Therefore, we look for a solution to reduce negative aspects of this kind of
behavior. One of the solutions could be reusability of products packaging. This is because the lifetime of
many packages is short, and as a result waste material will be increased. At present, statistics reveal that
10 millions of tons of solid waste material are produced annually all over the world. Waste material
produced by packaging is part of the solid waste materials. Packaging waste materials constitute 1.3% of
total amount of waste materials (Zhang and Zhao, 2012). Moreover, more than 40% of product sales price
goes to packaging costs. This is true for most products (Sundar and Noseworthy, 2014). It is clear that a
consumer does not want to be harmful to environment inherently, and prefers to have recoverable
packaging for products or buy the goods with reusable packages after the product consumption. On the
other hand, many producers and providers of halal products and services are worried about their
commercial failure with regard to the vast competitive arena (Wilson, 2013). So, to create a variety
product will be cause the success of many of these companies. Appropriate design of reusable packages
will eliminate the negative aspect of impulse buying for consumers because they would be able to reuse
the package and feel good with his/her shopping. A marketer needs to understand these behaviors, and
spend his/her marketing budget on designing effective tactics for a better sale.

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 THEORETICAL BACKGROUND
Impulse buying
Impulse buying has been defined as a spontaneous, sudden, complex and hedonic tendency of consumers
(Cinjarevic, 2010) with little or no evaluation of all accessible information and choices, and little or no
consideration of the consequences (Mohan et al, 2013; parboteeah et al, 2009) in which decision-making
process speed prevents from deliberate consideration of all information (Kathy and Mohamed, 2012).
Impulse buying is not conducted deliberately and thoughtfully that is, it (Mohan et al, 2013; Bashar,
Ahmad and Wasiq, 2013) because the individual neither looks for a particular product actively, nor has
any plan for purchase (Nazari and Ghaderi Abed, 2011). Factors which influence impulse buying are
classified into two categories: external and internal factors. External factors refer to stimulants which are
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used for motivating consumers to make more purchases from retailers. For instance, a product
appearance, display method, advertisement signals and presence of features like pleasant music, beautiful
color and good ado. Internal factors influence impulse buying tendency (Beatty and Ferrel, 1998).
Impulse purchasers avoid gathering deep processing of information such as the comparison of products,
or the decision whether the products worth buying or not? (Verplanken and Sato, 2011). When a
consumer is not familiar with a product, s/he makes a purchase based on its visual appearance. In this
regard the appearance of packaging can stimulate purchase decision (Van Rompay et al, 2013).

Product packaging
Product packaging includes science, art and technology of design and production of a package for a
product. It has three main functions: protection of its contents, provision of information and
differentiation of the product from other products via consumer attraction (Aghazadeh et al, 2011). Many
marketing texts have investigated packaging as a main element of product mix in 4p strategy (Ramadani
and Ghorbani, 2012- Wang et al, 2010). Packaging is the first thing that a customer sees in a store before
making a purchase decision (Rundh, 2013). On average, customers look at 300 items in a minute in a
supermarket. Therefore, packaging must be effective and create a favorable sense alongside sales
promotion (Rundh, 2005).
Packaging Form: by Form, we mean all two or three-dimensional spaces which have been bounded by
several lines. Packaging Form is an effective method for differentiating because it can influence
consumers' purchase decision (Banerjee, 2013). In many cases, it is the first and most memorable thing
for a customer who looks at many products (Riwasing and Sahachaisaeree, 2010). Diversity of products
and competition among producers and businessmen introduced art into packaging system since packaging
shape can show a product in a more attractive manner (Liu, Tao, and Liu, 2006). It should be mentioned
that packaging shape will improve a product's attractiveness when it is compatible with product type and
its uses (Clement, 2007).
Packaging color: color is one of non-verbal signals which is an important phenomenon in market. It is
made up of the following dimensions: contrast/ harmony, warm/cool and color intensity (Tiwasing and
Sahachaisaree, 2010). Color can be remembered better than any other element and makes a product look
attractive; therefore, selection of color for a packaging is inevitable (Kauppinen and Luomala, 2010). The
fact that designers of packaging consider a particular color as appropriate for packaging depends largely
on the product which is going to be packed, and the fact that what are its uses after purchase. Packages
designed for attraction of customers usually involve diverse and cheerful colors (Marshall et al, 2006).
Packaging material: glass, paper, metal, plastic, and wood are the main materials used in packaging.
 Paper and cardboard packaging: One of the advantages of its use in packaging is that it is a recyclable
material. Because it can be decomposed, it gives less damage to environment. Besides, the cost of paper
and cardboard recovery is low and it is easier to use printing and graphical methods on this kind of
package compared to other types. Paper and cardboard packaging are light and can be opened and closed
easily (Dixon-Hardy and Curran, 2009). However, besides these advantages, their disadvantage is that
they are not resistant to moisture and cannot easily be used for packaging food products. Moreover, other
materials are used in their manufacture.
Metal packaging: it is recyclable, reusable and strong. Metal packaging are resistant to pressure, warmth,
frost and impact, and moisture, light, air and pollutants do not permeate them. Because of having these
properties, their contents are more durable than other kinds of packaging. However, their disadvantage is
that in comparison with other materials, corrosion takes place more rapidly in metal packaging and
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change the color, reduce vitamins of foods and even result in rotting (Mir Nezami Ziabari, 2002).
Glass packaging: Its main advantage is transparency, which helps the container contents to be easily
seen. This kind of packaging can have different shapes and colors. Also, these containers keep odor and
flavor of their contents well. Besides the fact that moisture, air and pollutants cannot permeate through
them, they are recyclable and good-looking. Contrary to wood, glass and metal can be molten and reused
easily. (Dixon-Hardy and Curran, 2009).
Plastic packaging: advantages of this kind of packaging include low weight, relatively appropriate price,
ability to be re-formed and high flexibility. Plastic packaging can be designed specifically for? A
particular product. Ability to be recycled, and reused are advantages but its disadvantage is that it can go
aflame easily. Plastic packaging are not decomposed easily; however, when they are in touch with food
materials in specific conditions, they may transfer their chemicals to the food materials (Cooper, 2013).
Many studies show that plastic is the best choice for packaging because of its high flexibility (Singh et al,
2012).
Wooden packaging: wood has many unique advantages like ability to ventlate air and seal water leakage,
easy to transport, reusable, inexpensive, having color, beautiful texture, water and rust-proof features
However, it has some disadvantages like becoming loose and moldy, getting decayed, changing color
change, as well as reduction in strength/resistance as a result of being exposed to wind, rain and insects
(Liu et al, 2006; Salahshour and Feiz, 2008). Many studies have shown that wood is an environment-
friendly material for packaging (Lee and lye, 2003); however, wooden packaging has more waste material
than metal and plastic (Dixon-Hardy & Curran, 2009).
packaging label: label or ettiquete is a piece of paper of hanging piece or a space on which the brand,
name, information, specifications of a product and the producer are written/printed. Thus, it is considered
the identity of the product (Celia et al, 2011). A label might be produced and printed separately and then
be attached to the packaging; or it may be attache to a packaging at the time of product manufacture
(Rosecky et al, 2003). Most consumers pay a lot of attention to apparent features while a small number of
them notice details of labels (Bahreini et al, 2013). In spite of the fact that label is an important resource,
studies show that consumers pay more attention to prices and not much to details of a product (Banerjee,
2013). For a consumer who always makes purchase to reuse the product’s packaging, the question is that
how label should be used? S/he might prefer to have a hanging or sticking label so that he can remove it
easily for reuse.
Size of packaging: the size and shape are important elements of packaging. Different sizes of packaging
can attract consumers with different involvement levels (Silayoi and Speece, 2004). For instance, for
some products with low involvement, low prices are specified via shrinking their packages and husbandry
 in costs (distribution costs). Moreover, when identification of a product quality is difficult, the influence
of packaging size is increased (Underwood, 2003). Other aspects of packaging like shape, color and
material can be affected by size and volume of packaging and aesthetic features (Rundh, 2005). Now, if
we design packages in sizes compatible with golden ratio (a ratio which is beautiful and attractive for
eye), that packaging will seem attractive and can do aggressive or relational duties well and be works well
in attracting customers.

Product disposition
A consumer has basically three choices after using a product: keep the product, abandon it forever or get
rid of it temporarily (Jacoby et al, 1977). For instance, if a consumer wants to keep a product, he or she
can continue using it, or make a new use of it or keep it somewhere. As a product value increases, it is
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more probable to leave the product in a way that has the maximum efficiency.

Reusability of product packaging

According to studies conducted in USA, 65 million empty plastic dishes enter the environment annually,
but it takes about 300 years that the plastic materials would be decomposed in the environment besides
the fact that they pollute the environment and damage the beauty of nature (Yaghbani et al, 2008). In
Europe, only 10% of 50 millions of tons of used plastic is reused, recycled or incinerated for energy
production (Cooper, 2013). Like many other Asian countries, Iran also suffers from pollution and
environmental problems. Both Iranian government and people have noticed environmental alarms and
crises which are important challenges for human beings (Daneshpajouh et al, 2013). Environmental
design involves a number of functional elements which should be considered in a successful
environmental strategy. These elements include recyclable designs, reproducible design (for the case of
products which can be mixed), reusable products, disassembly and disposal products (Tien et al, 2005).

Mood
Mood is an unstable sentimental state which takes place in a particular time or condition (Sminor and
Cmoven, 2013). It is classified into positive and negative. Studies show that when consumers confront an
object for the first time, their moods will be effective in the attitude they form towards that object.
Customers who enter a store with a positive mood have more positive evaluations of the product because
they use their feelings as a resource for decision-making (Furnham and Milner, 2013). However, having a
negative mood, he wants to get away from this negative feeling by purchasing the product. Consumer’s
mood might be the most important psychological condition in stimulation of impulse purchase (Tariq
Khan et al, 2015; Bashar et al, 2013; Chang et al, 2014). Negative feelings influence self-control
negatively, and individuals get entrapped in impulse buying (Herman and Polivy, 2004).

Time pressure
Time refers to a temporary aspect of a situation. Behavioral changes which take place during people’s
lifetime reduce accessible time. As a result, time pressure frequently affects shopping decisions. When
consumers are in a rush, they might concentrate only on the fact that what products to buy and from
where they get them (Chang, Yan and Eckman, 2014). A consumer may feel more stressed under time
pressure, and confront purchase risk (Kenhove et al, 1999). Impulse buying can be used for everyday
purchases of foods which took place in time pressure conditions. Although purchase time is limited for
shopping foods, consumers like to buy products more than that of their purchase lists (Hulten and
Vanyushyn, 2011). Thus, time pressure has a negative impact on impulse buying because consumers feel
 disappointed as a result of the absence of time for purchase or browsing (Hong Xiao and Nicholson,
2013). When consumers have more accessible time, it is less likely to have impulse purchases ((Tariq
Khan et al, 2015).

Background Overview
Chang et al (2014) conducted a research with two goals: first, they aimed to investigate direct and indirect
effects of apparel store environmental characteristics and consumers’positive emotional responses to the
environment on impulse buying behavior; and, second to examine how situational variables interact with
consumers’ positive emotional responses in influencing impulse buying behavior. The results of their
study showed that consumers' positive feelings influence their impulse buying behavior. Furthermore,
store environment might stimulate impulse buying more than time and money availability. Money
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availability and task definition moderated the relationship between consumers’ positive emotional
responses and impulse buying behavior but time availability did not.
Ting Wei et al (2014) investigated the relationship between harmony of the color and design of packaging
and its connection with psychological responses using semantic differential method. The results showed
that color harmony of fruit juice packages is highly correlated with observers’ expectation of quality and
liking of juice products. Furthermore, visual evaluation of the freshness of a product is affected by
lightness and Chroma of a product packaging. Finally, harmony principle of color matches a context in
which colors are used.
Konig Lewis et al (2014) investigated feelings of consumers and their logical evaluations of environment-
friendly packaging, evaluation benefits of consumption of environment-friendly products and intention
for changing purchase behavior. Their results showed that benefits perceived of environment-friendly
packaging have indirect impacts on purchase intention. Moreover, positive and negative feelings
stimulated by environment-friendly packaging (like love for environment, guilt and regret) influence
purchase intention.
Hubert et al (2013) investigated whether individual differences in tendency for impulse buying influence
unconscious nervous response of perception of a product packaging or not. Their results showed that in
comparison with neutral packaging (without good appearance), attractive packaging has a stronger
relationship with impulse buying. Attractive packaging can stimulate impulse buying even when
consumers do not have any program for buying that product.
Mihik and Cresan (2010) showed that designing products, style of products display, attractive colors, odor
and music with a good mood can attract purchasers' attention and stimulate their impulse buying. They
add that designers of packaging of products play important roles in stimulation of impulse buying.
Buelow et al (2010) investigated to what level consumers pay attention to recycle capability information
on packaging labels and therefore express environment-friendly behaviors? They distributed 800
packaging among 4 target groups. Their results showed that in spite of good intensions of consumers,
their knowledge about the material of packaging and its labeling, and therefore the behavior appropriate
to it is very weak.
Goncalves and Ricardo (2008) conducted a research on the relationship between two dimensions of
packaging i.e. color and shape. They found out that from consumers' viewpoint, each of the color ranges
is compatible with special geometric shapes. For instance, if cool colors like green and blue are
accompanied by more stable geometric shapes like square and rectangle, the consumer's understanding of
product quality will increase and purchase possibility would be higher..
 Silayoi and Speece conducted a research on Thailand consumers in 2004 in order to investigate the
influence of the elements of packaging on purchase decision. They classified packaging elements into two
visual categories: shape and size. Their results showed that color, design, shape and packaging size are
influence purchase decision and this influence are different depending on accessible time and
involvement level. When a consumer has not enough time, visual elements have more impacts on
purchase and when a customer has enough time, information elements have more impacts. Moreover,
information elements have more impacts on purchase decision contrary to visual packaging elements in
high involvement levels.
In a research on customers of Refah Chain Stores in Hamedan City, Yousefi Fard et al (2013)
investigated and ranked factors which affect impulse buying behavior. They identified four factors which
influenced impulse buying behavior: individual factors (income, age, education level, gender, enjoying
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purchase and tendency to purchase), situational factors (money availability, time availability, search in
store, store environment, purchasing alone, and guidance of salesperson), psychological factors (self-
esteem and sensation seeking), and product-related factors (product type, marketing promotion, price and
design and packaging). Their results showed that psychological factors rank first and product-related
factors rank last in terms of effectiveness.
Aghazadeh et al (2011) demonstrated the influence of product packaging on purchase decision. They
considered consumer involvement level and time pressure as moderator variables. Their results showed
that in time pressure conditions, packaging variables (visual and information variables) have different
rankings effects. In such conditions, visual variables like color, shape and size are more important than
informational elements. Respectively, in individuals with high level of involvement, informational
elements are most important while for individuals with low levels of involvement the ranking of
packaging elements are: size, color, information, technology, images and shape.
Feiz and Salahshour (2010) investigated the influence of golden ratio on attractiveness of packaging.
According to their definition, golden ratio in a packaging is a size which is attractive to eye. Their
research showed that golden ratio can increase attractiveness of product packaging and make it attractive
to every individual regardless of age and gender.

Arefi and Nekkouyee (2010) conducted a research on the influence of two visual elements of packaging:
color and size, on symbolic and functional brand associations. Their results showed that visual elements
of packaging are variables which can be effective in creation and transfer of a particular image. They
approved that color and shape of packaging are elements for product differentiation and formation of
personality and beliefs about brands. One of these beliefs is reusability of packaging (Arefi and
Nekouyee, 2010).

According to Esmaeilpour and Rajabi (2016) the environment friendly attitude of consumers impacts
positively on their sensitivity towards recyclability of the product packaging, and the harmonization of
packaging has positive effect on consumers’ perception about reusability of product packaging.

The results of the study done by Alaeddin Mohammad and Qais Mohammad (2015) revealed that
consumers accept the product after they bought these amazing and attractive packaged products. In fact,
this study cannot show that it is an equal relationship between appealing packaging design and exciting
product quality. Yet, their results supported the idea about attractive packaging design shows that the
product has valuable quality. Afshan Azam (2016) found that purchase intention of halal packaged food
produced by non-Muslim manufacturers is influenced by halal awareness, Islamic brand orientation and
 product ingredients. Clearly, the results of this study demonstrated that, in Islamic markets inserting halal
certification on product packaging is a contributing factor in sales promotion.

CONCEPTUAL FRAMEWORK AND HYPOTHESES

Research background review shows that most previous studies examining the effects of each of packaging
elements on consumer's perception of packaging reusability and the influence of consumer's perception of
it on impulse buying; but, few studies have examined the structural relationship between these two
constructs. However In this research, we investigate the structural relationship of packaging elements on
consumer's perception of reusability of packaging and impulse buying considering consumer's moods and
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time pressure as moderator variables. Research conceptual model has been presented in figure 1.

Figure 1 :research conceptual model

According to research conceptual model, hypotheses are as follows:

H1: Packaging form harmonize influences consumer's perception of usability of product packaging.
H2: Packaging color harmonize influences consumer's perception of usability of product packaging.
H3: Separable packaging label influences consumer's perception of usability of product packaging.
H4: Packaging material harmonize influences consumer's perception of usability of product packaging.
H5: Packaging size harmonize influences consumer's perception of usability of product packaging
H6. Consumer's perception of usability of product packaging influences Impulse buying decision
H7: influence of consumer's perception of usability of product packaging on impulse buying is different in
terms of consumer’s mood.
H8: influence of consumer's perception of usability of product packaging on impulse buying is different in
terms of time pressure.

METHODOLOGY
Sampling, Data gathering, instrument and Measurement
The present research is an applied study in terms of goal, and a descriptive survey in terms of
methodology. In order to enhance generalizability of findings, a non-student sample, customers of
retailers of Shiraz City were employed because the percentage of impulse purchases is higher in these
stores-. This research was done on foods and stationary packaging in which consumer involvement is
lower than other products. Due to the unlimited population and the impossibility of providing customer
list, we employed a non-probability convenience sampling method. Besides, Population size is unlimited
because its size is not specified. Considering an error coefficient equal to 1%, a total of 384 people were
assigned as minimum sample size. In order to increase precision, 400 questionnaires were distributed and
388(the questionnaire return rate is 97%) complete questionnaires were examined. The questionnaire
consisted of 47 items was used for data gathering based on self-reported ratings along five-point Likert
scale (completely agree=5 and to completely disagree=1). Some of the scale items for measuring adopted
from existing measures within the literature and some were developed by researchers for the first time.
They were included into the questionnaire after modification and adjustment. In order to evaluate
reliability, a pretest was conducted and 30 questionnaires were filled by MSc. Students of Persian Gulf
University, then the questions that were not reliable and identified as ambiguous were revised. Internet
 search and library study were conducted for gathering research literature. The first section of the
questionnaire included demographic information and the second part included research variables items.

Validity and Reliability

In order to assess measurement validity, confirmatory factor analyses were run with PLS, including
construct composite reliability, item loading, and average variance extracted (AVE), as presented in Table
1. In order to ensure content validity most of the instruments used to measure the constructs in this study
are adapted from previous studies and for more content validity, items measuring was evaluated and
approved by experts and university professors. Sampling quality index, KMo and Bartellt's test were used
for factor analysis of data and the investigation of construct validity of the questionnaire. In order to
verify construct validity, KMO index must be a number between 50% and 69% and P value of bartellt test
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must be smaller than 5%. Table 1 indicates that all research variables have acceptable construct validity.
Additionally factor loadings are important indices which are of great importance in investigation of
construct validity. Factor loadings indicate the importance of each of the questions in construct. All the
item loadings are greater than 0.6, thus the construct validity is acceptable. This shows that research
questions can evaluate variables very well. AVE is used to measure the variance to the measurement
error captured by the indicators. All the values of AVEs are greater than the cutoff value 0.5. We
measured the reliability of each construct using the composite reliability (CR) and Cranbach alpha. The
results show that all constructs have higher scores than that of the acceptable level of CR and alpha 0.7.
Every scale item is statistically significant at the significance level of 0.05. Thus, our data have good
convergent validity.
Table I: Reliability analysis

RESULTS
After gathering and processing data by SPSS software, for the hypothetic SEM model and due to presence
of a moderator variable in the model, we used PLS to test whether the empirical data conformed to the
proposed model.
Demographic information indicate that most respondents were female (60.3%), single (52.8%) and aged
25-30 (46.6%) and had master degree (42%).

Model and hypotheses test

A structure equation model approach is used in this study. Before partial fitting of model or the test of
research hypotheses, we deal with general investigation of research conceptual model. By general fitting
of the model we mean testing measuring model and responding to this question that whether gathered
empirical data support research conceptual model or not? To this end, the software calculates indices. To
examining the model fit of our research model, we used composite reliability (CR) index and average
variance extracted (AVE). For measurement model fit, values greater than 0.5 for AVE and values greater
than 0.7 for CR are acceptable. By referring to table 1, it can be seen that all the values of fit indices s are
greater than the cutoff value and the measurement model is goodness-of-fit. Next we examined structural
model fit. In PLS software for fitting structural model, determination coefficient (R-square) is calculated.
As shown in figure 2 (model with considering consumer’s mood as moderating variable) and figure 3
(model with considering time pressure as moderating variable), R-square in both models are greater than
0.4 which shows an appropriate value and the calculated fit index is equal to 0.476 for the first model
 with mood as moderator variable and is equal to 0.484 for the second model with time pressure as
moderator variable. Thus the results indicate adequate model fit between our research model and the
empirical data.
Figure 2 : The research conceptual model with consumer’s mood as moderator

Figure 3: The research conceptual model with Time pressure as moderator

After general fit of the model, we test the hypotheses. To examine the moderatoring impact of consumer’s
mood and time pressure, two models are tested as depicted in Figure 2 and 3. To test the significance of
each hypothesis path in the research mode, Standardised path coefficients and Ttest statistics estimates
calculated by PLS for each path as shown in tables 2 and 3. Therefore, we can make decisions about
verification or rejection of research hypotheses.
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According to tables 2 and 3, the findings of the model testing support hypotheses H1 (SPC = 0.103, t =
2.081, p < 0.05), H3 (SPC = 0.172, t= 4.37, p < 0.01) , H4 (SPC = 0.494, t = 10.673, p < 0.01), H6 (SPC =
0.098, t = 2.161, p < 0.05) and H7 (SPC = 0.638, t = 16.126, p < 0.01). Noting that t-value is significant at
p<0.05 when the t-value exceeds 1.96 and It's significant at p<0.01 when the t-value exceeds 2.64 .In.
because critical value is smaller than 1.96, there is not enough evidence for supporting and significance of
this hypothesis.

Table II : Results of Structural Equations Analyses (model 1): consumer’s mood as moderator

Table III : Results of Structural Equations Analyses (model 2): Time pressure as moderator

Discussions and implications

The main objective of this study was to investigate the role of consumer's perception of usability of
product packaging on impulse buying. In addition, we focused on identifying moderating effects of
consumer’s mood and time pressure. Our study provided support for the research model and for
confirmed some hypotheses. We believe that this study has important implications for practice and allows
us to gain insights into product and packaging strategies. Furthermore based on the study results, some
managerial implications have been presented. There are several findings as follows.
Our study found that packaging form harmonize positively influenced consumer's perception of
reusability of product packages. This is consistent with the results of Goncaluz and Ricardo (2008) and
Arefi and Nekouyee (2010). Therefore, because of the appearance of a product can influence consumer
product evaluations and choice, it is important for marketer that view to shapes as signals of quality and
an essential element of marketing strategies and to use appropriate shapes and preferably reusable shapes
in order to create the understanding and perception in consumers that product packaging is not considered
as waste.
The influence of packaging color harmonize on consumer perception of reusability of packaging was not
supported. However, Ting Wei et al (2014), Goncaluz and Ricado (2008) and Arefi and Nekouyee (2010)
supported the influence of appropriate packaging color. This difference in results may be due to cultural
differences. Colors represent different meanings and aesthetic appeals in different cultures. There is a
need to uncover the meanings of colors and find out what is the reason for such result certain? Given the
findings of this study, marketers should spend their costs on packaging shape instead of concentrating on
color of packaging.
 The results of our analysis revealed that separable packaging label positively influenced consumer's
perception of reusability of product packaging. This result is consistent with the result of Buelow et al
(2010). Considering this findings, it is important that, packaging label should be attached to the packaging
in a way that after product was consumed, it can be removed, or it should be used in a way that the
consumers can reuse it. In terms of social responsibility, this helped consumer see themselves as “green
consumers” and government and industry to reduce the environmental impacts of consumer packaging.
The results of our study demonstrated that Packaging material harmonize directly influenced consumer's
perception of product packaging reusability. Buelow et al (2010) also found similar results. Based on this
result, it is recommended that appropriate material be used depending on packaging shape so that the
customer can reuse it. Marketers must manage package that, in addition to maintain product safety and
quality of the product, easy to use; made from renewable resources, and minimizes environmental impact.
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Our results showed that Packaging size harmonize does not influence consumers' perception of reusability
of product packaging. Feiz and Salahshour (2010) found that size is effective in purchase. Therefore,
packaging size does not influence subsequent uses of packaging and consumers make decisions to get rid
of packaging after use or not without paying attention to the size of packaging
The findings show that H6 predicted the influence of consumer's perception of reusability of product
packaging on impulse buying of consumers. The result is closely related to the Mihik’s et al study (2010)
results that design of packaging of products play important roles in stimulation of impulse buying.
Considering the sixth hypothesis, marketers are proposed to use packaging elements in a way that
consumers come to this conclusion that packaging is not waste material. In case of impulsive buying, the
results of our study confirmed H7 that investigated the effect of consumer’s mood and time pressure on
consumers' impulse buying:
- Consumer’s mood positively influenced consumers' impulse buying. This result is consistent with
Chang’s et al study (2014) results and Yousefi Fard’s et al study (2013) results.
- Time pressure positively influenced consumers' impulse buying. This result is consistent with Halten
and Venushen study (2011) results. In fact, when an individual is situated in time pressure, he or she
does not have enough time for evaluation of purchase options and provides these conditions for impulse
buying. Salespeople who face such customers are proposed to propose products to such customers that
do not lead to regret after purchase.
Finally the moderating testing results do not supported moderating effects of consumer’s mood on the
relationships between consumer's perception of reusability of product packaging and impulse buying. The
result is contrary to the King Lewis’s et al study (2014) results whereby confirmed the moderator role of
this variable and reported that positive and negative feelings stimulated by environment-friendly
packaging influence on purchase intention.
Similarly the findings also do not supported moderating effects of time pressure on the relationships
between consumer's perception of reusability of product packaging and impulse buying. This is while
Aghazadeh et al (2011) and Silaio and Space (2004) found opposite results. Our results demonstrated that
consumers make purchase decisions based on their perceptions about packaging without paying attention
to feelings they have at the time of purchase and whether or not they have enough time for purchase and
considering.
This study significantly contributes to the existing body of knowledge of product packaging management
by examining the effect of consumer's perception of usability of product packaging on impulse buying.
Although previous studies investigate the effects of packaging elements on consumer's decision buying
and brand image, this study is the first to examine the structural relationship of packaging elements on
 consumer's perception of reusability of packaging and impulse buying and with considering consumer’s
moods and time pressure as moderator variables.

Limitations
Although this research makes contributions to the product management literature, it has some limitations.
First, we developed a research model to determine impulse buying. It was tested in one city of Iran
(Shiraz), but since there may be differences between other city and countries. Therefore, the study cannot
be generalized to the entire population. Second, it is specific to only two product category (foods and
stationary), the measurement scales and the model both need to be validated in different levels of product
category in order to establish its external validity.
The current model concentrates on consumer’s mood and time pressure as moderating factors. A number
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of personality traits and demographic characteristics of consumer and other situational variables like
consumer involvement level, and money availability that were not considered in this study can also have a
moderating impact on the relationship between consumer's perception of reusability of packaging and
impulse buying. Future research needs to examine this issue more closely.

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 Table IV: Reliability analysis

Factor Sig. Composite

Cranbach AVE
Factor and Items Source loadings KMO Bartlet Reliability
alpha values
t’s test
packaging form harmonize 0.78 0.738 0.000 0.844 0.479
0.688
- I like attractive and interesting Packaging
0.688
- -The Package pretty form effect on my
purchase decision (Haidarzade and
taghipoorian,20
0.714
- If I see the product packaging is usable to
decorate my house, I bought it 12)
(Silayoi &
0.731
- -If I see the product packaging is suitable for my
children at home, I bought it Speece, 2004)
- -I buying product that its packaging has (Ogba & 0.754
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functional for the kitchen Johnson, 2010)

0.569
- - Of similar products, I prefer products with
packaging specific forms
0.763 0.761 0.000 0.849 0.585
packaging color harmonize
0.779
- When I went to store, colorful packaging pay (Silayoi &
attention me, the first time Speece, 2004) 0.785
- When I want to buy products for children, I (Ogba &
buying colorfull packaging Johnson, 2010) 0.689
- I think if packaging has a variety of colors, it
making decision is easier 0.799
- Packaging color is makes it attractive
Separable packaging label 0.671 0.776 0.000 0.789 0.397
- I am satisfied, if I can remove the label on it 0.818
- After use of the product, label on its packaging
Researchers 0.703
is unnecessary
- The labels of the packaging material is not 0.754
suitable for all packaging
0.64 0.778 0.000 0.803 0.577
packaging material harmonize

0.32
- When I want to purchase product, packaging is
important for me 0.571
- Packaging is means to protect the product
- Packaging is not waste Researchers
0.597
- The packaging material is important, because
the environment is important 0.680
- The Plastic, glass and cardboard packaging are
reusable, if well designed
0.767
- Because I think to reusing the package after 0.736
using the product, packaging material is
important to me.

0.81 0.843 0.000 0.860 0.468

packaging size harmonize
- If the package is offered in different sizes, I 0.707
decided more comfortable
- When product is new, package size is more (Silayoi & 0.661
important for me Speece, 2007)
- I prefer smaller packages, because a product (Hollywood, 0.671
novel is important to me Wells,
- I do not use too big packages, because this is Armstrong, & 0.651
possible the product be Rot Farley, 2013)
- package size must be that package looked (Faiz and 0.673
absorbing Salahshoor,
2010) 0.803
- At buying time, I pay attention to size
- I do not use too big package because I can not fit 0.608
them in my house.

consumer perception of Usability of (Metcalf, Hess,

Danes, & Singh,
0.70 0.66 0.000 0.810 0.466
product packaging
 - At my believed, a consumer can to help waste 2012) 0.693
problem (Abdul Latif & 0.784
- Among similar products. I purchased products Shukri Omar,
that are reusable 2012)
- I like that products package will be reuse 0.783
- I acceptance of the reuse of plastic bags in stores 0.554
chains
- Spending more for products with multi-function 0.563
package is not hard for me.
consumer’s mood 0.799 0.781 0.000 0.857
- I buy things according to how I feel at the 0.637
moment
- Sometimes, I buy something in order to make
myself feel better
(Mohan, 0.825
Sivakumaran, &
- Buying is a way of reducing stress in my daily
Sharma, 2013)
life
(Coley &
0.784 0.509
- When I wanted to feel more positive emotion , I 0.827
Burgess, 2003)
buying more
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- When I am happy, buying is pleasurable for me

0.709
- It is possible that I felt happy and enthusiastic or 0.411
sad during this shopping

Time pressure 0.696 0.70 0.000 0.823 0.543

(Silayoi &
- when I have a little time, Packaging design
Speece, 2004)
make confused me
(Chang, Yan, &
0.714
- when you have a little time, Color products at 0.864
Eckman, 2014)
store makes difficult purchasing decisions
- I often have a little time for buying at store
(Poor, 0.784
Duhachek, & 0.550
- When I have a little time, I bought a package Krishnan, 2012)
that is beauty

0.87 0.885 0.000 0.902 0.605

Impulse buying decision
0.742
- At buying times, if like things I buying it, (Mohan, 0.804
although I don’t needing it Sivakumaran, &
- Sometime without any purchase intention, I go Sharma, 2013) 0.809
to store and buying product (Shen &
- When I go shopping, I buy things that I had not Khalifa, 2012) 0.715
intended to purchase (Bayley &
Nancarrow,
0.790
- It is fun to buy spontaneously
- When I see something that really interests me, I 1998) 0.803
buy it without considering the consequences
- I am a person who makes unplanned purchases
 Table V : Results of Structural Equations Analyses (model 1): consumer’s mood as moderator

Path
Hypothesized paths t-value Result
coefficient
H1: packaging form harmonize consumer’s perception of
0.103 2.081 Supported
Usability of product packaging
H2: packaging color harmonize consumer’s perception of
0.053 0.944 Not Supported
Usability of product packaging
H3:Separable packaging label consumer’s perception of
0.172 4.37 Supported
Usability of product packaging
H4: packaging material harmonize consumer’s perception of
0.494 10.673 Supported
Usability of product packaging
H5: packaging size harmonize consumer’s perception of
0.041 0.727 Not Supported
Usability of product packaging
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H6: consumer perception of

Impulse buying decision 0.098 2.161 Supported
Usability of product packaging
H7: consumer’s mood Impulse buying decision 0.638 16.126 Supported
H8: consumer’s mood* Impulse
buying decision - 0.362 -0.025 Not Supported

Note: a. t-value is significant at p<0.05 when the t-value exceeds 1.96.

Table VI : Results of Structural Equations Analyses (model 2): Time pressure as moderator

Path
Hypothesized paths t-value Result
coefficient
H1: packaging form harmonize consumer perception of
0.103 2.045 Supported
Usability of product packaging
H2: packaging color harmonize consumer perception of
0.053 1.076 Not Supported
Usability of product packaging
H3:Separable packaging label consumer perception of
0.172 3.893 Supported
Usability of product packaging
H4: packaging material harmonize consumer perception of
0.494 9.015 Supported
Usability of product packaging
H5: packaging size harmonize consumer perception of
0.041 0.745 Not Supported
Usability of product packaging
H6: consumer perception of
Impulse buying decision 0.110 2.387 Supported
Usability of product packaging
H7: Time pressure Impulse buying decision 0.631 16.324 Supported
H8: Time pressure * Impulse
buying decision - 0.004 0.045 Not Supported

Note: a. t-value is significant at p<0.05 when the t-value exceeds 1.96.

Downloaded by UNIVERSITY OF NEW ENGLAND (AUS) At 07:42 16 April 2018 (PT)
Downloaded by UNIVERSITY OF NEW ENGLAND (AUS) At 07:42 16 April 2018 (PT)
Downloaded by UNIVERSITY OF NEW ENGLAND (AUS) At 07:42 16 April 2018 (PT)