An Examination of the Effects of Ecological Valence Theory on Consumer Intention to Buy: A Case Study of Pakistan's Food and Beverage Industry

Abstract

The choice of colours is a crucial element in visual perception, impacting various human behaviours, including purchasing decisions. According to the ecological valence theory (EVT), people's colour preferences are influenced by their emotional responses to different object qualities. EVT suggests that individuals tend to prefer colours associated with pleasant items, remain indifferent to colours of little significance, and have an aversion to colours linked to unpleasant objects. To further explore this theory, a study was conducted to examine how colour affects Pakistani consumers' inclination to purchase fast-moving consumer goods (FMCG). The study involved the distribution of questionnaires in Karachi to gather quantitative data. The study findings validated the ecological valence theory, showing that factors such as colour harmony, attractiveness, and ecological valence positively impacted purchasing intentions among Pakistani consumers. Moreover, it was found that the associations between colour predictors and purchase intentions were influenced by consumer colour preferences. These results provide empirical support for the ecological valence theory in the specific context of Pakistan. From a practical standpoint, these findings have implications for marketers and product designers. When developing product packaging, considering the emotional meaning of colours can significantly positively influence customer behaviour. By incorporating colours that align with consumers' emotional responses, marketers can enhance the appeal and effectiveness of their products in the Pakistani market.