How sports-implied packaging of protein powder products enhances the purchase intention of Generation Z: evidence from multiple experiments.

ABSTRACT:

Background

In recent years, Generation Z's demand for protein powder and other sports nutrition products has grown significantly. While existing studies have primarily focused on how product functionalities influence consumer decisions, the decision-triggering mechanisms of packaging design within the framework of sensory marketing theory remain unclear. Specifically, the psychological pathways through which sports-implied elements influence Generation Z's purchasing decisions remain underexplored.

Method

Based on embodied cognition theory and self-determination theory, this study employs a mixed research methodology to conduct three online scenario experiments (N = 1,456). We examined the impact of sports-implied packaging on Generation Z's purchase intention using t

SUBMITTER: Hu C 

PROVIDER: S-EPMC12661654 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature