Influences of design-driven FMCG on consumers’ purchase intentions: A test of S-O-R model

The study addresses how design-driven attributes of FMCG—specifically bottled water—shape consumers’ purchase intentions within the Stimulus-Organism-Response (S-O-R) framework. Motivated by the rapid growth of the bottled water market and evidence that packaging heavily influences purchasing, the research highlights a gap: limited empirical work integrating product knowledge dimensions (sensory experience, brand image, design-driven attributes) with consumer perceptions (perceived value, emotional attitude) to predict purchase intention. The research objectives are: (1) to analyze product knowledge, especially the influence of design-driven attributes, on consumers’ purchase intentions; and (2) to examine how perceived value and emotional attitude mediate these relationships. Hypotheses posit positive effects of sensory experience, brand image, and design-driven attributes on perceived value, emotional attitude, and purchase intention, as well as positive effects of perceived value and emotional attitude on purchase intention.

Grounded in the S-O-R model (Mehrabian and Russell, 1974), the paper conceptualizes product-related stimuli (sensory experience, brand image, design-driven attributes) as triggers of internal organism states (perceived value, emotional attitude) that lead to behavioral responses (purchase intention). Prior literature shows: (a) sensory cues and multisensory branding influence consumer perceptions and emotions (Thomson, 2016; Krishna, 2012; Hultén, 2011), and packaging elements (color, shape) affect perceived quality and intent (Beneke et al., 2015; Chitturi et al., 2022); (b) sustainability cues in packaging can improve attitudes and intentions (De Marchi et al., 2020; Galati et al., 2022); (c) brand image shapes perceived value, attitudes, and loyalty (Chang & Tseng, 2013; Bauer et al., 2008; Shokri & Alavi, 2019); and (d) design-driven innovation adds value and shapes consumer evaluations beyond functional attributes (De Goey et al., 2019; Conti et al., 2019). The paper proposes a theoretical model where sensory experience, brand image, and design-driven attributes positively influence perceived value and emotional attitude, which in turn affect purchase intention, potentially via mediating effects of perceived value and emotional attitude.

Design: Cross-sectional survey using established scales adapted to bottled water context. A five-point Likert scale (1 = not satisfied at all; 5 = completely satisfied) measured six latent constructs: Sensory Experience (SE), Brand Image (BI), Design-driven Products (DP), Perceived Value (PV), Emotional Attitude (EA), and Purchase Intention (PI). Measurement items were derived from prior literature (e.g., Haase et al., 2018; Zeithaml, 2000; Rosenberg & Hovland, 1960; Dodds et al., 1991) and refined via expert feedback and a pilot test; three low-reliability items were removed before the formal study. Final instrument contained 23 items across six constructs (minimum three items per construct). Sampling and data collection: Convenience intercept sampling in Nanjing, China (parks, supermarkets) and online distribution from September to October 2022. Inclusion ensured respondents had prior purchase of design-driven FMCG. Of 350 distributed, 322 valid responses remained after removing incomplete or low-quality responses (validity rate 92%). Sample: 52.5% female; age distribution emphasized 18–30 (67.1%). Most respondents (82.3%) were concerned about appearance design of bottled water. Analysis procedures: Normality assessed via skewness (|0.468–0.905|) and kurtosis (|0.019–0.816|), indicating approximate normality. Reliability and validity: Cronbach’s α for constructs ranged 0.863–0.907; KMO measures per construct generally >0.8; Bartlett’s tests significant (p < 0.001). Composite reliability (CR) > 0.894 across constructs; AVE typically > 0.68. Model fit (AMOS 25, ML): χ²/df = 1.075, RMSEA = 0.015, SRMR = 0.040, GFI = 0.943, AGFI = 0.928, NFI = 0.951, TLI = 0.996, CFI = 0.996, indicating good fit. Multicollinearity tested via VIF, max = 4.956 (<10). Structural modeling: Hypotheses tested via SEM path analysis; significance judged by C.R. > 1.96 and p < 0.05. Mediation tested with bootstrapping (bias-corrected and percentile 95% CI). Additional regression-based models (including mediating models) were specified to assess indirect effects through PV and EA.

- Sample size: n = 322; bottled water FMCG context. - Reliability/validity: Cronbach’s α = 0.863–0.907; CR ≥ 0.894; AVE ≈ 0.684–0.737; KMO per construct generally >0.8; Bartlett’s p < 0.001. Model fit excellent (χ²/df = 1.075; RMSEA = 0.015; SRMR = 0.040; CFI = 0.996; TLI = 0.996). - Direct effects (SEM path coefficients, Table 4): • SE → PV: 0.113, p = 0.08 (ns). H1a rejected. • BI → PV: 0.243, p < 0.001. H1b accepted. • DP → PV: 0.239, p < 0.001. H1c accepted. • SE → EA: 0.171, p < 0.001. H2a accepted. • BI → EA: 0.209, p < 0.001. H2b accepted. • DP → EA: 0.116, p = 0.057 (ns). H2c rejected. • SE → PI: 0.058, p = 0.349 (ns). H3a rejected. • BI → PI: 0.161, p < 0.05. H3b accepted. • DP → PI: 0.138, p < 0.05. H3c accepted. • PV → PI: 0.073, p = 0.205 (ns). H4 rejected. • EA → PI: 0.171, p < 0.05. H5 accepted. - Mediation (bootstrap 95% CI, Table 5): • SE → EA → PI: significant indirect effect (Beta = 0.036; BC 95% CI [0.007, 0.095]). • BI → PV → PI, DP → PV → PI, BI → EA → PI, DP → EA → PI: indirect effects not significant (CIs include zero). - Overall: Brand image and design-driven attributes positively impact perceived value and directly increase purchase intention; sensory experience boosts emotional attitude but not perceived value or purchase intention directly. Emotional attitude positively affects purchase intention and mediates the effect of sensory experience on purchase intention. Perceived value does not directly predict purchase intention in this FMCG context.

Findings support the S-O-R framework by showing that product knowledge stimuli translate into internal states that affect behavioral intentions. Sensory experience enhances emotional attitude, which in turn increases purchase intention; however, sensory experience does not elevate perceived value nor directly drive intention, suggesting that emotional routes dominate over value evaluations for sensory cues in this FMCG category. Brand image strongly elevates both perceived value and emotional attitude and directly increases purchase intention, underscoring the role of brand-related cues in reducing perceived risk and shaping expectations of quality. Design-driven attributes improve perceived value and directly affect intention but do not significantly change emotional attitude, possibly because novel design information can overshadow stable emotional responses in fast-evolving FMCG offerings. The mediation pattern indicates a full mediating role of emotional attitude for the sensory experience → purchase intention link, while perceived value did not significantly mediate effects in the bootstrapped tests. Overall, the results emphasize the primacy of emotional attitudes and brand/design cues in forming purchase intentions for bottled water, extending the application of S-O-R in FMCG and highlighting design-driven strategy as a viable route to strengthen consumer intentions.

This study constructs and validates an S-O-R-based model explaining how product knowledge dimensions (sensory experience, brand image, design-driven attributes) influence consumers’ purchase intentions for bottled water through perceived value and emotional attitude. Key contributions include: (1) demonstrating that brand image and design-driven attributes directly increase purchase intentions, while sensory experience operates via emotional attitude; (2) evidencing that emotional attitude positively and significantly predicts purchase intention, with a full mediating effect between sensory experience and intention; and (3) extending S-O-R theory to design-driven FMCG and offering empirical insights into the mechanisms linking design cues to consumer intentions. Managerially, brands should leverage design-driven strategies and strengthen brand image to enhance perceived value and emotional connections, creating visually appealing, distinctive products to maximize purchase intentions. Future research can test the model across broader FMCG categories and include additional variables such as price and sustainability to generalize and refine the mechanisms.

- Context specificity: The study focuses on bottled drinking water within FMCG, limiting generalizability to other product categories. - Sampling and scope: Convenience sampling in a single city (Nanjing) and a modest sample size (n = 322) constrain external validity. - Measurement/model scope: Although multi-layer independent variables were included, other potential determinants (e.g., price, sustainability attributes) were not analyzed; consumer purchase processes may vary, introducing unobserved heterogeneity. - Future work: Expand product categories and sample diversity, incorporate additional variables (e.g., pricing, sustainability), and further examine relationships among designers, consumers, and stakeholders for design-driven products.