The Influence of Packaging Creativity on Consumer Purchase Intention in Traditional Indonesian Snacks: A Moderated Mediation Model of Attitude and Curiosity
Keywords:
Packaging Creativity, Consumer Attitude, Purchase Intention, Curiosity, Traditional SnacksAbstract
Purpose – Traditional foods are an important part of Indonesia’s cultural and economic heritage, yet they increasingly struggle to compete with modern, ready-to-consume products in the eyes of younger consumers. This study examines how packaging creativity shapes consumers’ purchase intention toward a traditional Indonesian snack, testing consumer attitude as a mediating mechanism and curiosity as a boundary condition that strengthens the creativity–attitude link.
Design/methodology/approach – A quantitative survey was administered online to 250 prospective consumers of Gethuk Anyar, a traditional snack from Ngawi, East Java, marketed through a creatively redesigned package. Data were analyzed with Partial Least Squares Structural Equation Modelling (PLS–SEM) using SmartPLS 4, following a two-stage evaluation of the measurement and structural models.
Findings – All constructs met the recommended thresholds for convergent validity, discriminant validity, and reliability. Packaging creativity had a positive and significant effect on consumer attitude (β = .551, t = 8.499, p < .001) and on purchase intention (β = .273, t = 5.379, p < .001). Attitude, in turn, strongly predicted purchase intention (β = .610, t = 14.579, p < .001) and partially mediated the creativity–purchase intention relationship (indirect effect = .336, t = 8.125, p < .001). Curiosity significantly strengthened the effect of packaging creativity on attitude (interaction β = .170, t = 2.190, p = .029). The model explained 60.2% of the variance in purchase intention and 26.9% of the variance in attitude.
Originality/value – By integrating the Theory of Reasoned Action with curiosity as a moderator and attitude as a mediator, this study provides one of the first empirical accounts of how packaging creativity converts into purchase intention for a low-involvement, heritage food product in an emerging-market, social-media-driven retail context. The findings offer small and medium-sized traditional food producer concrete evidence that investment in creative packaging pays off psychologically as well as commercially.
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Copyright (c) 2026 Arneta Ceysa Rosalina, S.M., Prof. Dr. Budhi Haryanto, M.M, Ir. Hendri Pujianto, SST., M.Si., IPM, ASEAN. Eng., Muhammad Yudha Prawira Negara, S.M., M.M., Hendri Triyanto, S.E., M.M. (Author)
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