THE COMPETENCY OF AESTHETIC PACKAGING IN PURCHASING COMMITMENT OF GENERATION Z AROUND NORTH CALOOCAN CITY

Abstract

This study explores the influence of visually appealing packaging on the purchasing decisions and perceived competence of Generation Z consumers in North Caloocan City. It examines key design factors, including modern aesthetics, layout, and color schemes, that contribute to consumer engagement. In a highly competitive market, businesses face challenges in making their products stand out, necessitating a shift toward sustainable packaging solutions such as biodegradability, recyclability, and eco-friendly materials. Respondents consider several factors when designing attractive packaging, including consumer preferences, brand identity, and environmental concerns. The study’s findings provide insights for businesses looking to refine their packaging strategies by incorporating modern design elements, optimizing layouts, and adopting sustainable materials to effectively capture the attention of Generation Z consumers and enhance market differentiation. This study employed a quantitative research approach, utilizing surveys and questionnaires to analyze the impact of visually appealing packaging on the purchasing behavior of Generation Z consumers in North Caloocan City. The researchers specifically targeted Generation Z sellers in the food industry and used purposive sampling to ensure that participants aligned with the study's objectives. While the findings provide valuable insights for businesses in the food sector, their applicability to other industries using packaging may be limited. The findings of this research highlight the importance of incorporating both aesthetics and sustainability in packaging strategies for small businesses. Prioritizing visually appealing and eco-friendly packaging not only enhances consumer engagement but also supports environmental conservation efforts. This approach can contribute to long-term business success and competitiveness in the marketplace. Businesses continuously adapt their packaging strategies to align with evolving consumer preferences, technological advancements, and sustainability goals. This study explores the impact of visually appealing packaging on consumer behavior, emphasizing the importance of balancing aesthetics with sustainability. Through quantitative analysis and survey responses, the findings highlight the growing consumer demand for eco-friendly packaging solutions. Respondents underscored the need for sustainable materials and practices that not only enhance product appeal but also contribute to environmental conservation. By integrating these elements, small businesses can strengthen their market position, foster long-term success, and remain competitive.