Analysis of Ecological Valence Theory on Consumer Purchase Intension: A Case Study of FMCG Sector in Pakistan

Abstract

Color choice is a crucial component of visual perception that affects various human actions, including purchasing decisions. The ecological valence theory (EVT) proposes that people's affective responses to the characteristics of objects shape their color preferences. This theory suggests individuals like colors associated with pleasing objects, feel neutral about irrelevant colors, and dislike colors tied to unpleasant objects. This research evaluates EVT by examining the impact of color factors on consumer purchase intentions for FMCG products in Pakistan. Quantitative data was collected via questionnaires distributed in Karachi. The results supported EVT, finding positive effects of color appearance, color harmony, and ecological valence on purchase intentions. Consumer color preferences mediated relationships between color predictors and purchase intentions. The findings provide support for EVT in a Pakistani context. Marketers should consider affective color meanings when designing appealing packaging to positively influence consumer behavior.