Simple Packaging and Purchase Intention of Kahf Products: The Mediating Roles of Naturalness, Eco-Friendliness, and Authenticity

Abstract

This study examines how simple packaging influences purchase intention for Kahf products through perceived naturalness, perceived eco-friendliness, and perceived authenticity. The study uses an explanatory quantitative survey based on the Stimulus–Organism–Response (SOR) framework. Data were collected online from 261 male respondents aged 17–35 years who lived in the Special Region of Yogyakarta and were familiar with Kahf. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that simple packaging has a positive and significant effect on perceived naturalness (β=0.632; p<0.001), perceived eco-friendliness (β=0.534; p<0.001), and perceived authenticity (β=0.494; p<0.001). Perceived naturalness and perceived eco-friendliness positively and significantly affect purchase intention, whereas perceived authenticity has a positive but insignificant effect. Mediation analysis confirms that perceived naturalness and perceived eco-friendliness significantly mediate the relationship between simple packaging and purchase intention, while perceived authenticity does not. The findings theoretically strengthen SOR by demonstrating that visual packaging cues operate through selected psychological states, while practically they suggest that Kahf should maintain minimalist packaging and make natural and environmental value claims more explicit. The novelty lies in extending the simple-packaging model to Indonesian male grooming consumers.