Authors:
Renuga Krishnaraj, Thangaraja Arumugam

Addresses:
Business School, Vellore Institute of Technology, Kelambakkam, Chennai, Tamil Nadu, India.

Abstract:

In competitive food markets, packaging has evolved from a protective container to a strategic interface between the brand and the consumer. This study examines how advancements in packaging design influence consumers’ experiential engagement with food products and, in turn, their tendency to repurchase and remain loyal to brands. Specifically, the research explores how packaging features, such as sensory appeal, sustainability-oriented materials, and functional design elements, shape consumers’ cognitive and emotional responses during product consumption. Using data from 232 valid consumer responses collected through a structured survey, the study employs empirical analysis to assess the relationships between packaging-driven experiences and consumer patronage behaviour. The findings reveal that innovative packaging significantly enhances consumers’ overall product experience by stimulating sensory involvement, reinforcing environmental values, and improving ease of use. These enriched experiences, in turn, contribute positively to repeat purchase intentions and brand preference. The study highlights packaging innovation as a critical yet underexplored mechanism for strengthening consumer–brand relationships in the food industry. By aligning packaging strategies with evolving consumer expectations and experiential values, food brands can foster deeper engagement, enhance satisfaction, and sustain long-term patronage in highly competitive environments.

Keywords: Packaging Design Innovation; Consumer Experience; Brand Engagement; Repurchase Intention; Food Marketing; Sustainable Consumption; Packaging Strategies.

Received on: 25/11/2024, Revised on: 17/02/2025, Accepted on: 04/06/2025, Published on: 07/01/2026

DOI: 10.69888/FTSML.2026.000587

FMDB Transactions on Sustainable Management Letters, 2026 Vol. 4 No. 1, Pages: 1–12

• Views : 73
• Downloads : 19

Download PDF