Local Language Use in Packaging and Its Impact on the Palestinian Consumers’ Purchase Decision

The use of local language in packaging is an increasingly popular marketing strategy, aimed at connecting with consumers. Therefore, this paper examines packaging’s use of local language and its effect on the Palestinian consumers’ buying decisions. The paper outlines the theoretical underpinnings of language use in marketing, and explores the advantages and disadvantages of using local language in packaging. Using the descriptive-analytical approach, a questionnaire was created to gather information from a simple random sample of Gazan residents in Palestine. The data was collected from 312 respondents, and simple regression analysis was used to analyze it. The findings indicated that the local language used on packaging had an impact on Palestinian consumers’ buying decisions. This article contributes to the body of research on the use of language in marketing by offering a nuanced and context-specific understanding of the function of local language in packaging and highlighting the potential of this marketing tactic for influencing consumer behavior and fostering brand loyalty in a variety of cultural contexts.