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Abstract
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Purpose- The present study aims to investigate the impact of consumers' perception of usability of product
packaging on impulse buying in terms of its shape, color, material, label and size.
Design/methodology/approach- A Structural Equation model was used for testing the conceptual model. The
present research is an applied research, and a descriptive survey. By using non-probability sampling, 388
customers of different malls in Shiraz City (Iran) were selected and surveyed by using questionnaires.
Findings – Results showed that appropriate material, shape and labeling of packaging have a significant positive
influence on consumers' perception of usability of product packaging while color and size of packaging does not
have an impact on consumers' perception of a product usability. Moreover, results showed that consumers'
perception of the usability of packaging has a significant positive influence on impulse buying. Consumers' mood
and time pressure had also positive influence on impulse buying but their moderating role in their influence of
consumer's perception on impulse buying decision was not supported.
Research limitations/implications- Although this research contributes to the product management
literature, it has some limitations. For instance, the research model was tested in only one city in Iran
(Shiraz). Besides, it is specific to only two product categories, and concentrates mainly on consumers’ mood
and time pressure as moderating factors.
Originality/value- To the best of authors' knowledge, this study is the first research which examines the
structural relationship of packaging elements on consumer's perception of reusability of packaging and
impulse buying while considering consumers’ moods and time pressure as moderator variables.
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