COGNITIVE ERGONOMICS APPROACH IN FOOD PACKAGING DESIGN INFLUENCE ON PURCHASE DECISIONS AMONG KLANG VALLEY CONSUMERS, MALAYSIA (PENDEKATAN ERGONOMIK KOGNITIF DALAM REKA BENTUK PEMBUNGKUSAN MAKANAN DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN DI KALANGAN PE

Abstract

Food packaging plays a multifaceted role in ensuring food safety, convenience, and
marketability, and it acts as a silent salesperson, influencing consumer purchasing
decisions in a multitude of ways. Nowadays, consumer practices raise significant
public health concerns associated with food packaging. Besides, the main objective
was to identify the profile of food packaging design on purchase decisions among
consumers in Klang Valley at shopping malls by cognitive ergonomic approach. In
this research, the variable studied are to identify packaging graphics, color, font style,
materials, and information on consumer purchase decisions in Klang Valley at
shopping malls. Data was gathered through questionnaires from 270 respondents
drawn from five different shopping mall locations in the Klang Valley and chosen
through a multistage cluster sampling method. Furthermore, the data was analyzed
using descriptive statistics in the form of mean, percentages, standard deviations,
and Pearson correlation analysis. The research found a significant positive
relationship between packaging graphics, color, font style, materials, and information
and consumer purchase decisions. The research concluded that the packaging
graphic design is the most significant factor influencing consumer purchase decisions
in Klang Valley shopping malls. This research recommends manufacturers implement
cognitive ergonomics in food packaging to optimize usability and minimize cognitive
workload.

Keywords: Packaging Design, Purchase Decisions, Cognitive Ergonomics,
Consumer