The effect of price brand, and packaging on the purchase intention of agricultural products in Greece: the mediating effect of impulsive behavior

Abstract

The thesis analyzes the effect of price, brand, and packaging on the purchase intention of agricultural products in Greece. The investigation is when impulsive behavior has a mediating role. Beginning with the literature review, the study presents relevant definitions and offers insights into consumer behavior regarding agricultural products in Greece. It also provides some critical insights into the Greek economy and other economic factors that affect the needs and desires of the Greek population. The focus of the study is to understand which factor of the above affects the Greek consumer today. Drawing from a comprehensive literature review, hypotheses were developed to explore the interplay among the above variables. Structural Equation Modeling (SEM) has been applied to analyze data collected through a questionnaire administered to a specific research population in Thessaloniki. Through comprehensive research, this work aims to analyze relationships between these variables and impulsive behavior, ultimately contributing to a deeper understanding of consumer decision-making processes in the agricultural sector in Greece. The study findings show that Brand loyalty significantly affects Impulsive behavior and also that packaging significantly affects consumers' purchase intentions. It goes without saying that all these factors can affect purchase intention and impulsive behavior, but this study does not show a statistically significant correlation.