عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The present study aims to investigate the effect of consumer perception of packaging reusability on impulse buying decision, through investigating the effect of packaging from the aspects of color, material, size, and label. The present research is an applied research in terms of aim, and also cross-sectional in terms of methodology. A sample of 400 people was selected from the customers of Shiraz big stores using convenience sampling. The required information was gathered using questionnaire. Furthermore, the conceptual model and also the research hypotheses were tested using PLS software. The results showed that the proportionality of shape, material, packaging size, and also ease of removing the package’s label have a positive and significant effect on consumer’s perception of packaging reusability, but the color of packaging has no impact on consumer’s perception. In addition, the results revealed the positive effect of consumer perception and low level of mental involvement on impulse buying decision. Finally, the mediating effect of low involvement level in causal relationship of consumer perception and impulse buying was confirmed as well.