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All Journal International Journal of Accounting & Finance in Asia Pasific
Mohamad Yusoff, Salsabila Binti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Sustainability Perception in Consumer Behavior: A Study of Packaging, Ingredients, and Brand Awareness in the Soft Drinks Industry Jian, Oh Zi; Baliyan, Meenu; Gadi, Paul Dung; Siva-Muniandy, Serena Taherin A/P; Azman, Salma Binti; Mohamad Yusoff, Salsabila Binti; Mohamad Nadzri, Siti Nurhafiza Binti; Bansal, Mani; Kumar, Kuldeep; Srivastav, Kundan Pratap; Kee, Daisy Mui Hung
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 7, No 2 (2024): JUNE EDITION INTERNATIONAL JOURNAL OF ACCOUNTING FINANCE IN ASIA PASIFIC
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i2.3251

Abstract

This research seeks to understand howingredients, packaging, brand awareness,and sustainability perception interact andinfluence consumer behavior in the softdrinks industry, specifically Coca-Cola. Theonline survey to 100 respondents wasconducted via Google Form and thecollective data was analyzed by the SPSSsoftware. While the research examined theimpact of ingredients and packaging onconsumer decisions (H1 and H2), no directeffect was found. However, the researchrevealed a strong positive correlationbetween sustainability perception andconsumer behavior (H3, R² = 0.391, beta =0.423). Interestingly, a positive relationshipemerged between packaging andingredient impact on one hand, andsustainability perception on the other (H4,beta = 0.778). Additionally, sustainabilityperception was found to positively influencebrand awareness (H5, beta = 0.548). Thesefindings suggest that consumers prioritizesustainability when making purchasingdecisions in the soft drinks industry, andthat a brand's commitment to sustainablepractices can indirectly influence consumerbehavior through positive sustainabilityperception
The Role of Sustainability Perception in Consumer Behavior: A Study of Packaging, Ingredients, and Brand Awareness in the Soft Drinks Industry Jian, Oh Zi; Baliyan, Meenu; Gadi, Paul Dung; Siva-Muniandy, Serena Taherin A/P; Azman, Salma Binti; Mohamad Yusoff, Salsabila Binti; Mohamad Nadzri, Siti Nurhafiza Binti; Bansal, Mani; Kumar, Kuldeep; Srivastav, Kundan Pratap; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i2.3251

Abstract

This research seeks to understand how ingredients, packaging, brand awareness, and sustainability perception interact and influence consumer behavior in the soft drinks industry, specifically Coca-Cola. The online survey to 100 respondents was conducted via Google Form and the collective data was analyzed by the SPSS software. While the research examined the impact of ingredients and packaging on consumer decisions (H1 and H2), no direct effect was found. However, the research revealed a strong positive correlation between sustainability perception and consumer behavior (H3, R² = 0.391, beta = 0.423). Interestingly, a positive relationship emerged between packaging and ingredient impact on one hand, and sustainability perception on the other (H4, beta = 0.778). Additionally, sustainability perception was found to positively influence brand awareness (H5, beta = 0.548). These findings suggest that consumers prioritize sustainability when making purchasing decisions in the soft drinks industry, and that a brand's commitment to sustainable practices can indirectly influence consumer behavior through positive sustainability perception.
Co-Authors Azman, Salma Binti Baliyan, Meenu Bansal, Mani Gadi, Paul Dung Jian, Oh Zi Kee, Daisy Mui Hung Kumar, Kuldeep Mohamad Nadzri, Siti Nurhafiza Binti Siva-Muniandy, Serena Taherin A/P Srivastav, Kundan Pratap