The purpose of this study is to develop a model for the typology of consumer behavior in response to packaging messages in the Iraqi market. In terms of research purpose, the study is developmental; in terms of data collection method, it is survey-based; and in terms of its nature, it is exploratory. The research was implemented using a quantitative approach and analyzed through Structural Equation Modeling (SEM).The statistical population consisted of managers, owners, marketing and production managers, as well as customers of these products in Iraq. Based on Cochran’s formula, a sample size of 476 respondents was determined and selected using simple random sampling. The primary data collection instrument was a structured questionnaire. Data analysis was conducted using SPSS version 27 and SmartPLS version 4.0.
The findings indicate that packaging color significantly influences environmental awareness, packaging retention, social influence, and packaging value selection. Furthermore, environmental awareness has a significant effect on social influence and packaging value selection. Packaging imagery positively affects packaging value selection, while packaging retention also contributes to packaging value selection.In addition, rapid information scanning significantly affects environmental awareness, packaging retention, social influence, and packaging value selection. Information-seeking behavior also influences packaging value selection, and social influence has a significant effect on packaging value selection.Overall, the results highlight the strategic role of packaging communication elements in shaping consumer perceptions and decision-making processes within the Iraqi market.