Quantitative Analysis on Food Packaging Anthropomorphization and Purchase Intention

Ziyue Fang

2025

Abstract

Food packaging has an important theoretical and practical value and is an emerging research field by giving human characteristics through anthropomorphism, enhancing emotional connection and influencing consumers' purchase intention. Therefore, the research theme of this paper is food packaging anthropomorphism and purchase intention analysis. The research method of this paper is as follows: firstly, a questionnaire is designed to collect data on people's anthropomorphization of food packaging. Secondly, the data were analyzed for preference analysis and purchase intention analysis. The survey shows that anthropomorphic packaging design has the advantage of fun and emotional connection. Consumers' attitudes towards anthropomorphic food packaging design are diversified, and they believe that it has the potential to attract attention, enhance emotional connection and brand recognition, but there are also problems of misinformation and cultural differences. Businesses should balance design and practicality, focus on humor and emotional resonance, ensure design quality, consider cultural differences, while paying attention to potential problems, and enhance brand value through innovation. In the future, anthropomorphic storyline design is considered to have more market potential, and the impact of differences in consumers, cultures and expressions can be studied in the future to promote the development of theory and practice.

Paper Citation

in Harvard Style

Fang Z. (2025). Quantitative Analysis on Food Packaging Anthropomorphization and Purchase Intention. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 296-301. DOI: 10.5220/0013843000004719

in Bibtex Style

@conference{iceml25,
author={Ziyue Fang},
title={Quantitative Analysis on Food Packaging Anthropomorphization and Purchase Intention},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={296-301},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013843000004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Quantitative Analysis on Food Packaging Anthropomorphization and Purchase Intention
SN - 978-989-758-775-7
AU - Fang Z.
PY - 2025
SP - 296
EP - 301
DO - 10.5220/0013843000004719
PB - SciTePress