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Green Packaging Factors That Affect Millennials Brand Preference towards Fruit Juice in the Indian Market

Khan, Aman Ullah (2020) Green Packaging Factors That Affect Millennials Brand Preference towards Fruit Juice in the Indian Market. Masters thesis, Dublin, National College of Ireland.

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Abstract

This academic paper aims to evaluate the relationship ship between green packaging characteristics and its influence over consumer brand preferences of fruit juices in India over the Millennials generations. With the help of previous literature, it was identified and divided into primary and secondary objectives. Primary objective is to evaluate green packaging factors which influence Millennials brand preferences of Indian fruit juice and secondary objective was to find out if higher consumption levels of green products are associated with gender. With the help of 163 respondents over the survey it was observed that Millennials get influenced by eco label and green packaging. Further it was also concluded that there is no relationship between the gender of the consumer and purchase references. This research will help the fruit juice industry to strategise their green marketing platform in India.

Keywords: Sustainability, Green Marketing, Green packaging, Millennials, Brand Preference Fruit Juice

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 14:10
Last Modified: 08 Feb 2021 14:10
URI: http://norma.ncirl.ie/id/eprint/4697

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