This study uses the S-O-R theory to explore the key factors influencing consumer purchasing behavior of bottled water, specifically examining the impact of design-driven fast-moving consumer goods (FMCG) on purchase intentions. A questionnaire survey (322 valid responses) and PLS-SEM analysis revealed that brand image and design-driven attributes positively affect perceived value, while sensory experience and brand image positively impact emotional attitude. However, sensory experience doesn't directly influence perceived value, and design-driven attributes don't directly affect emotional attitude. Brand image and design-driven attributes significantly influence purchase intention, unlike sensory experience. Emotional attitude significantly mediates the effect on purchase intention, with perceived value showing a partial mediating effect. The study emphasizes the importance of design-driven attributes in understanding consumer purchase intentions and promoting sustainable product design.

Fa Wang, Ke Wang, Yuan Han, Joung Hyung Cho