The effect of perception towards reduced packaged snacks on consumer attitude and purchase intention

In response to rising production costs, businesses develop indirect cost pass-through strategies rather than implementing direct price increases. One such strategy, known as shrinkflation, aims to transfer cost increases to product prices without directly affecting consumer perception. While price changes are easily noticed by consumers, reductions in product quantity often go unnoticed; thus, cost pass through is achieved without damaging brand image. To conceal shrinkflation, firms employ manipulative packaging adjustments. For example, product quantity is reduced while maintaining the same packaging volume, or the weight information is placed on the back of the package. Additionally, reducing the number of items in multi pack products is a commonly preferred practice. In highly competitive markets, these strategies provide firms with a price advantage, although increasing consumer awareness threatens their sustainability. This study examines the shrinkflation strategy in detail within the context of relevant international literature and aims to contribute to the marketing field. As part of the research, a survey form adapted from previous studies was administered face-to-face to students of Osmaniye Korkut Ata University using a non-probability convenience sampling method. Initially, a pilot study with 30 participants was conducted, and the survey was revised based on feedback before data collection from a sample of 400 individuals. The data were analyzed using SPSS 27.0; construct validity was tested through exploratory factor analysis, and reliability was assessed via Cronbach's Alpha coefficient. Hypotheses were evaluated using independent samples t-tests, ANOVA, Pearson correlation, and regression analyses conducted with Process Macro. vii The findings indicate that consumer perception does not directly affect purchase intention but exerts an indirect effect through attitude. This result supports the mediating role of attitude, suggesting that perception must first influence attitude to subsequently affect intention.