EFFECT OF VISUAL ELEMENTS IN BRAND PACKAGING OF GEOGRAPHICAL INDICATION AGRICULTURAL PRODUCTS ON EMOTIONAL COGNITION: THE MEDIATING ROLE OF CULTURAL SYMBOLS
DOI:
https://doi.org/10.18623/rvd.v23.5908Keywords:
Geographical Indication Agricultural Products, Packaging Visual System, Cultural Symbols, Emotional CognitionAbstract
Purpose – Aims to examines how visual elements in the packaging of geographical indication (GI) agricultural products impact of consumers’ emotional cognition, with a particular focus on the mediating role of cultural symbols in this relationship. Design/methodology/approach – Drawing on semiotic theory, in this study, packaging visual elements (such as colors and patterns) constitute the reproducibility; the cultural significance referred to by these elements (such as tradition and regional identity) constitutes the object, and the emotional cognition generated in consumer interpretation correspond to the semiotic interpretant. The samples are from adults over 18 years old who have purchased agricultural products in Shandong Province, China. Data from 254 valid questionnaires were analyzed using descriptive statistics, reliability tests, correlation analysis, and PROCESS Model 4 mediation analysis with bootstrapping. Findings – All variables scored at moderately high levels (M = 5.52–5.68). Reliability was solid (Cronbach’s α 0.8 for all scales), and correlation analysis showed significant positive relationships among the variables (r = 0.759–0.810, p < 0.01). The indirect effect of packaging visual system design on affective cognition through cultural symbols is significant (indirect effect = 0.2506, 95% bias-corrected CI [0.1415, 0.3604]), accounting for 30.8% of the total effect, indicating partial mediation. Originality/value – This study extends semiotic theory to GI product branding by empirically validating a semiotic mediation model. It shifts the focus from macro-level brand strategies to micro-level visual communication, offering practical guidance for using packaging design as a strategic tool to enhance brand competitiveness and support rural industrial development.
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