Misleading information on product packaging and consumer response

While misleading information on packaging affects consumers' rational decision-making and causes them to choose the wrong product, the purchasing behavior and reactions of the consumer who realizes that they have purchased a product with misleading packaging change. In this context, it is aimed to investigate the effect of perceived packaging design aesthetics, brand trust and purchase intention differences and support for legal sanctions on negative recommendations as a result of the emergence of misleading statements on product packaging. The aims of this thesis are as follows: (1) To examine whether the perceived aesthetics of the packaging design differed before and after the sanction statement applied to misleading information on the product packaging, (2) To examine whether brand trust differed before and after the sanction statement applied to misleading information on the product packaging, (3) To examine whether purchase intention decreased before and after the sanction statement applied to misleading information on the product packaging, (4) To examine whether legal support, negative advice and lie acceptability differed according to two different product groups, (5) To examine whether legal support, negative advice and lie acceptability differed according to demographic characteristics. In addition, it was aimed to examine the effects of legal support, negative advice, lie acceptability, brand trust and perceived aesthetics on purchase intention. In line with these aims, a food and a personal care product determined by the Advertisement Board to have misleading packaging were determined and two separate survey studies were conducted for these products. The surveys were sent online to approximately 1200 people in total and data was obtained from 401 people who had the habit of examining product packaging before purchasing. The collected data was analyzed using SPSS and LISREL programs. It was determined that the perceived aesthetics of the design, brand trust and purchase intention changed significantly after learning about the sanctions against misleading packaging. It was concluded that consumers made more negative recommendations for the environment as a result of learning about misleading statements on personal care product packaging compared to food products