Author(s)

Yuan Lin, WenChao Pan^*, Ran Liu, HaiLin Wang

Affiliation(s)

School of Management, Guangzhou University of Chinese Business, Guangzhou 510006, Guangdong, China.

Corresponding Author

WenChao Pan

ABSTRACT

To investigate the causal mechanism linking H Catering Company's self-heating hotpot packaging design to consumer purchase intent and enhance product market competitiveness, this study employs empirical research based on 302 valid questionnaire responses, incorporating grey association analysis. Findings reveal that corporate employees aged 41 and above constitute the core consumer demographic, exhibiting highest satisfaction with packaging functionality and practicality, followed by visual elements and material safety. Grey relational analysis further confirmed the ranking of packaging design dimensions influencing purchase intent: functional utility > visual elements > material safety. This indicates functional utility as the core factor in consumer decision-making. Consequently, three-dimensional optimisation recommendations are proposed: Functional Utility Dimension: Design foldable stacking structures, concealed handles, and colour-changing water level indicators for diverse scenarios to enhance operational convenience. For visual elements, establish a differentiated visual system for flavour variations while enhancing information transmission efficiency and emotional resonance. Regarding material safety, upgrade food-grade inner packaging and puncture-resistant outer bags for heating packs, alongside improving safety guarantees for reusable materials to balance security and environmental sustainability. This research provides theoretical and practical references for optimising catering packaging design and boosting purchase intent.

KEYWORDS

Grey relational analysis; Packaging design; Purchase intention

CITE THIS PAPER

Yuan Lin, WenChao Pan, Ran Liu, HaiLin Wang. Factors influencing purchase intentions in the packaging design of H catering company's self-heating hotpot. Journal of Trends in Applied Science and Advanced Technologies. 2025, 2(1): 64-69. DOI: https://doi.org/10.61784/asat3018.

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