Purpose – The purpose of this paper is to evaluate and describe the role that perfume packaging plays in consumer behavior and how it affects the Lebanese consumer’s choice of perfume. The objective is to detail factors affecting perfume choice and describe the influence of packaging on this process. For that, secondary and primary data is collected and analyzed in order to elaborate and test the hypotheses. Design/methodology/approach – A deductive quantitative research was conducted using a questionnaire distributed online and answered by Lebanese perfume buyers. The data obtained from 307 ...