The Impact of Packaging Type and Mood on Impulse Buying and Customer Satisfaction: A Moderated Mediation Analysis

Abstract

This study investigates how the three dimensions of packaging—technical, functional, and informational—influence customer satisfaction through impulse buying, with mood serving as a moderator. Data were collected via a structured questionnaire from 122 respondents and analysed using Process Macro Model 14. The results reveal that impulse buying mediates the relationship between technical packaging and customer satisfaction, with this mediation being moderated by consumers’ mood. Interestingly, when consumers are in a highly positive mood, impulse purchases triggered by technical packaging may actually reduce satisfaction. In contrast, functional and informational packaging directly enhance customer satisfaction, independent of mood or impulsive behaviour. These findings indicate that different packaging dimensions activate distinct psychological mechanisms. While technical packaging engages emotional and impulsive processes, functional and informational packaging align with more rational, high-involvement decision-making. The study contributes to the literature by uncovering how mood shapes the impulse buying–satisfaction link and by highlighting the direct, stable influence of higher-order packaging attributes on satisfaction. Practically, marketers should utilise technical packaging to attract impulse buyers and emphasise functional and informational packaging to build sustained customer satisfaction. Directions for future research are also proposed.

Keywords: Packaging, Impulse Buying, Mood, Customer Satisfaction, Moderated Mediation

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