Scarcity marketing is a tactic where marketers increase the value of a product by reducing the supply. The thought that people want something they cannot have driven them to desire the object even more. In other words, if something is not scarce, then it is not expected or valued that much. The Syrian market has relied on basic scarcity product tactics, but creativity and uniqueness have become more needed; hence, this paper aims to deliver by evaluating the effectiveness of limited-edition packaging as a scarcity product tactic. This study aims to examine the effect of scarcity messages on the consumer's purchase intention. Specifically, we explore the impact of LEPs on the consumer's purchase intention using limited time, limited quantity, and FOMO as moderators. How they affect consumers' purchase intention, and how the feeling of 'Fear of Missing Out' (FOMO) influences this relationship. For this research, an online questionnaire was conducted among 306 participants, focused on the context of food and beverages. The results show the positive impact of LEPs on consumer purchase intentions, in addition to the positive moderation effect that was found, strengthening the relationship further. These results indicate that LEPs are relatively applicable but should be used in the proper context of occasion, time, additional promotional appeals, and intensity.
