*4.3. The E*ff*ect of Environments on the Purchase Intent of Chocolate Products*

In the present study, the purchase intent was highly associated with participants' hedonic responses as well as the PCA results, in which milk chocolate was the most liked chocolate type (Figures 2 and 7). As discussed above, milk chocolate had moderate cocoa content and textual properties, which could be the primary reason for the consumers' preference [33]. Although participants were most willing to pay for three chocolate products under PVR, there were no significant differences among PVR, NVR, and B within each chocolate type (*p* > 0.05). Apart from the chocolate category, there are many factors that could affect consumers' willingness to purchase, such as the nutritional value and health claims of products [40]. Gunaratne et al. [26] also reported that the packaging could have effects on consumers' acceptance, purchase intent, and emotions regarding chocolate products. On the other hand, the consuming context may also contribute to those impacts. As reported by O'Brien and Toms [41], aesthetically pleasant environments could positively influence consumers' engagement. The highest frequencies of purchase intent achieved under PVR for each chocolate product might be correlated with improved engagement, which might have been perceived by the participants.
