This study aims to measure Vietnamese instant oats packaging elements and its influences on Vietnamese consumer’s buying intention. A quantitative research was conducted using an online survey to collect primary data for hypothesis testing. The questionnaire was transferred successfully to 147 respondents. The findings indicated the positive relationship between packaging elements (. graphic, structural and verbal attributes) and consumer purchase intention. The moderation role of involvement level to the interaction of visual elements and purchase intention was also proved in this paper. |
