The Impact of Traditional Symbols and Cultural Openness on Purchase Intention: A Study of Local Chocolate Packaging Design

Abstract

This study examines the influence of traditional symbols in the packaging design of locally made chocolate on consumer purchase intention. The research explores the role of cultural symbols, symbol value, and cultural openness as moderating factors in shaping consumer perceptions and behaviors. Using a quantitative research design, a survey was conducted among 249 domestic and foreign tourists in Yogyakarta, Indonesia. The study hypothesizes that including traditional symbols positively impacts purchase intention and enhances consumer perceptions of symbolic value and that cultural openness moderates these effects. The results, were analyzed through Model I and Model II regression. Besides, the findings show that traditional symbols in packaging have a significant positive effect on purchase intention and symbol value. Moreover, cultural openness was found to moderate the relationship between traditional symbols and purchase intention, strengthening the impact of cultural symbolism on consumer behavior. The study contributes to understanding how traditional cultural elements and globalized consumer attitudes affect marketing strategies for locally made products. The implications for marketing local food souvenirs suggest that packaging design that reflects cultural symbols can significantly enhance consumer engagement and purchase intention.