منیژه بحرینی زاد

Background: Impulse buying is the hidden side of consumer behavior which is a common phenomenon among consumers around the world. However, the consequences is a result of this kind of purchase for consymer can have negative psychological impacts on them. Based on the relative importance of factors affecting the impulse buying, we can offer effective marketing strategies to increase the impulse buying, also, to help consumers control their impulse buying behavior. Aim: The primary aim of this study is to assess the impact of consumer perception of reusability of packaging on impulse buying. Methodology: The current study is a applied research and regarding data collection is descriptive. The population in the present study includes the customers of chain stores in Shiraz who were chosen via non-random availability method. 385 questionnaires were evaluated. Structural equation modeling was used to analyze research data. the collected data was analyzed using the SPSS version 19 and Smart PLS softwares. Smart PLS is one of methods of the structural equation modeling. Results: The results this study show that the proportion of the shape, material and removability of the packaging label has a positively influences on consumer’ perception of the reusability of the packaging. However, the color and the size of the packaging do not affect consumer’perception of reusability of packaging. The results revealed a positively influences on consumer’perception of reusability of packaging and a low level of consumer involvement on their impulse buying. Also, the consumer’mood and time pressure have positively influences on the impulse buying. In addition, the moderating effect of low level of involvement in the relationship of consumer’perception and impulse buying was also confirmed, while the moderating effects of consumer’mood and time pressure in the relationship of consumer’ perception on the impulse buying was not confirmed. Conclusion: The results this study showed that the p