The aim of this research is on the role of packaging and its attributes and their effect on consumer purchase intention behaviour focusing on giftware design that it relates to a Malaysian context. The research considers the significance of ‘packaging attributes’ values and the relationship between packaging attributes and the process of purchase decision in marketing strategies as well as its influence on purchase intention. The research draws from a body of literature review that considers four significant areas; the form of packaging, consumer behaviour, company management strategy and purchase behaviour in Malaysian context. These areas relating to packaging attributes and consumer purchase intention behaviour are to identify several significant themes in order to answer three research questions. This research engages experts from the academia and industry from marketing and design areas in a series of face-to-face interviews, focus group discussions and experimental workshops in the United Kingdom and Malaysia. The data collection was divided into two phases. Phase One was to determine the key variables in packaging attributes and organisation of strategic issues. Phase Two was to associate values of packaging attributes with organisation positioning strategy in Malaysian context. The original contribution of this research is based on the findings that the visual aesthetics of packaging attributes is associated with consumers’ evaluations and purchase intention behaviour. This research also contributes to an understanding of how designers and marketers use packaging attributes to change consumer’s purchase intention behaviour. Finally, this research contributes to knowledge sharing of academia-industry to enhance the competitiveness and performance of a company as well as in packaging innovation in a Malaysian context.