Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences

Abstract

Purpose

This study investigates how consumers perceive the packaging of Philippine coffee social enterprise products and how this impression affects their willingness to purchase based on sensory expectations, brand attitude, product quality perception, and price perception.

Design/methodology/approach

Following a positivist research philosophy, this study used empirical methods, surveying 263 coffee consumers. The coffee packaging prototypes varied across material and graphic designs. The data was analyzed statistically using the Friedman test and Spearman correlation.

Findings

It was found that packaging elements elicit an equal share of emotional responses. Graphics have a greater impact than materials. Females are more affected by visuals, while materials influence males more. Further, packaging design correlates positively and significantly with consumer impressions and willingness to buy.

Research limitations/implications

The sampling methodology limits generalizability. Future studies can use integrated models to analyze the effects of additional packaging variables like color and shape.

Practical implications

Coffee enterprises should focus on graphic rather than material elements. Paper packs with patterned graphics are most attractive to consumers. Targeted gender-sensitive packaging designs are needed. Standardized packaging can help build the Philippine coffee social enterprise industry and support small-scale farmer livelihoods. Environmentally sustainable materials should be prioritized.

Social implications

The findings contribute to the success and growth of small-scale farmers and social enterprises in the Philippines. These businesses can attract more consumers, increase their market share, and ultimately generate more significant social impact by implementing packaging design strategies that effectively communicate product quality, sustainability, and social value.

Originality/value

The study uniquely integrates diverse methods to provide holistic insights into jointly analyzing the effects of packaging materials and graphics. It proposes an expanded conceptual role of packaging in shaping product perceptions using the affective response framework and Kansei approach.

Citation

Mabalay, A.A. (2024), "Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 11, pp. 3236-3254. https://doi.org/10.1108/APJML-01-2024-0098