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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.

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.

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.

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

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.

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.

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.

This study aims to work toward understanding the entrepreneurship ecosystem of agricultural social enterprises in the Philippines by exploring the interactions between policy, culture, supports and human capital domains.

The authors considered using an exploratory single-embedded case study approach, involving methodological triangulation of document analysis, semistructured interviews and participant observation. The authors analyzed the data using a narrative approach to map the ecosystem.

Through the research, the authors discovered that while each domain functions effectively individually, disconnects exist when interacting collectively as an ecosystem. The authors come to know that there is no policy consensus on social enterprise definitions, which limits specialized policy support. Although support services like incubators are available, the authors observed that awareness and accessibility vary based on location and business maturity. The authors also noted that human capital helps translate concepts into frameworks, but research tailored to agriculture and social entrepreneurship is limited. The authors come to the conclusion that collaboration and openness across domains are needed to strengthen connections and synergies.

The study was geographically limited to Luzon Island, and the authors did not include the finance and markets domains of the ecosystem model in the analysis.

Based on the findings, the authors identify strategies to reinforce connections, such as increasing awareness of support services, developing tailored policies for social enterprises, conducting specialized research and promoting collaboration across domains. The authors are convinced that implementing these strategies can further develop the agricultural social entrepreneurship ecosystem.

The study provides unique empirical insights into the agricultural social entrepreneurship ecosystem in the Philippines. The authors captured the narratives and experiences of key ecosystem stakeholders along the process. The authors have confidence that what the authors found can strategically guide policymakers and support organizations, educational institutions and social entrepreneurs to accelerate ecosystem development for greater social impact.