The Influence of Product Packaging Colour on Impulsive Buying Behaviour

Lina Pilelienė, Viktorija Grigaliūnaitė, Greta Stakauskaitė


Impulsive buying is the result of consumers’ response to a stimulus in the shopping environment, thus visual representation of the stimulus becomes very important. Colour is the first noticeable aspect of visual representation. Therefore, the aim of the article is to determine the influence of product packaging colour on impulsive buying behaviour.


Impulsive buying; Colour; Eye tracking

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ISSN 1392-1142 (Print)

ISSN 2335-8750 (Online)