Effects of personal dispositions, familiarity and consumption situation on Western brands’ packaging

Huda Khan* (Corresponding Author)

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


Purpose: Supermarket scans in the contextual non-Western markets (Pakistan and China) revealed that the majority Western consumer products are available in both global (English) and the vernacular language (Urdu, Chinese) packaging. The availability of two different packaging raises a question – which is more effective and under what situation. This study aims to address this question by investigating the roles of an internal-oriented disposition (concern for quality) and an external-oriented disposition (social consciousness) on packaging choice, under different consumption situations (conspicuous versus inconspicuous). The conceptual model tested concern for quality as a mediator on the influence of social consciousness on packaging choice, under the moderating effects of conspicuous versus inconspicuous consumption situation. Design/methodology/approach: Two in-store choice experiments were conducted in Pakistan and China. Shoppers who agreed to participate were first primed to either of the two conditions (conspicuous and inconspicuous). They were then shown two packaging types (global versus local language) on store shelves and asked to pick the preferred packaging. Finally, the participants completed a paper-based questionnaire containing the scale items and demographics variables. Findings: Participants with high social consciousness preferred the global (English) packaging. The interaction effect of social consciousness and consumption situation moderated the choice. Concern for quality mediated the influence of social consciousness on global packaging preference. Originality/value: This study extends the research into packaging by considering the mediating relationship and conceptualisation between external-oriented personal antecedent (social consciousness) and internal-oriented disposition (concern for quality), under different consumption (conspicuous versus inconspicuous) situation. The findings will inform brand managers’ packaging strategies in non-Western markets.

Original languageEnglish
Pages (from-to)715-727
Number of pages13
JournalJournal of Consumer Marketing
Issue number6
Early online date31 May 2019
Publication statusPublished - 9 Sept 2019

Data Availability Statement

No data availability statement


  • Global packaging
  • Localized packaging
  • Western brands


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