Examining the Impact of Minimalist Packaging on Consumer Impulse Buying: The Mediating Role of Brand Trust and Visual Appreciation

Document Type : Original Article

Author

Assistant Professor, Department of Management, Faculty of Management and Accounting, Hazrat-e Ma'soumeh University, Qom, Iran.

Abstract

In today’s highly competitive market, packaging design plays a prominent role in capturing consumer attention. Minimalist packaging, with its simple yet intelligent approach, has emerged as an effective strategy for attracting customers and facilitating quick purchasing decisions. This research investigates the impact of minimalist packaging on consumer impulse buying, with a focus on the mediating roles of brand trust and visual appreciation. From an objective standpoint, this study is applied in nature; methodologically, it is descriptive and survey-based. The statistical population consists of consumers of cosmetic and personal care products in Tehran. A sample of 384 respondents was selected using convenience sampling. The main tool for data collection was standardized questionnaires related to the research variables. To assess validity, content validity, convergent validity, and discriminant validity were employed. Reliability was evaluated through construct reliability and Cronbach's alpha coefficient. Data analysis was conducted using structural equation modeling via LISREL software. Results indicated that minimalist packaging has a positive and significant effect on consumer impulse buying behavior, brand trust, and visual appreciation. Furthermore, both brand trust and visual appreciation were found to positively and significantly influence consumer impulse buying behavior. The confirmation of the mediating role of brand trust and visual appreciation suggests that minimalist packaging does not merely function through visual attraction and positive emotions, but also facilitates unplanned purchasing decisions by enhancing brand trust and eliciting favorable visual responses.

Keywords

Main Subjects

References

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Packaging Science and Art
Volume 16, Issue 62 - Serial Number 62
Serial number 62 summer 2025
September 2025
Pages 25-41

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History

  • Receive Date: 22 June 2025
  • Revise Date: 12 July 2025
  • Accept Date: 19 August 2025
  • Publish Date: 21 September 2025

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