Ürün ambalaj renklerinin satin alma niyeti üzerindeki etkisi: Türkiye ve Kazakistan'dan örnegi

Behavioral economics has emerged as one of the most significant advancements in economic thought over the past few decades. Unlike traditional economic models that assume people always make rational decisions, behavioral economics recognizes that human choices are often influenced by cognitive biases, emotions, and mental shortcuts. This study examines how packaging color affects consumer purchasing decisions, by presenting the same products in different color schemes, showing how color acts not only as a framing device but also as a behavioral nudge, revealing how cultural and generational differences shape consumer perception through key principles of behavioral economics. It focuses on how warm colors are often linked to indulgence and impulsive choices, known as vice, and cool colors, usually connected to self-control and healthier options, known as virtue, influence how consumers respond to packaging and marketing. Using an experimental method, data was collected through surveys from people of various ages, income levels, and educational backgrounds in both Türkiye and Kazakhstan. Keywords: behavioral economics, consumer behavior, packaging color, cognitive bias, nudging, decision-making, cross-cultural study, experiment, Türkiye, Kazakhstan