2024, Vol. 5, Issue 1, Part C
The impact of packaging and branding on the consumer choice of plant-based milks
Author(s): Abule Haji and Zekarias Habte
Abstract: The rise of plant-based milks represents a significant shift in consumer preferences, driven by a combination of health concerns, environmental awareness, and ethical considerations regarding animal welfare. This study explores the critical role of packaging and branding in influencing consumer choices within this burgeoning market. Through a mixed-methods approach, combining online surveys and focus groups, the research examines how various elements of packaging design and branding messages impact consumer decisions. The findings reveal a strong preference for environmentally sustainable packaging and clear nutritional information, highlighting the importance of these factors in consumer decision-making. Additionally, branding that emphasizes environmental sustainability and health benefits significantly influences purchasing behavior, underscoring the value consumers place on authenticity and transparency. This paper concludes that for plant-based milk brands to succeed, they must align their packaging and branding strategies with the evolving preferences and values of their target audience, particularly focusing on health and environmental sustainability.
Pages: 220-222 | Views: 163 | Downloads: 108
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How to cite this article:
Abule Haji, Zekarias Habte. The impact of packaging and branding on the consumer choice of plant-based milks. Asian J Manage Commerce 2024;5(1):220-222.
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