Demystifying the Green Choice: A Study on Emotional Branding and Sustainability in the Packaged Food Industry

Abstract

With millions of tons of packaging waste polluting the environment each year, the need for sustainable solutions in the packaged food industry has never been more critical. This study explores how emotional branding can bridge the gap between eco-friendly packaging and consumer loyalty, addressing a significant gap in the literature where emotional responses to sustainable practices remain underexplored. Drawing on both primary data from 100 respondents via an online survey and secondary sources, the research utilizes thematic analysis, chi-square tests, and a thorough literature review to uncover insights into consumer behavior. The findings reveal that emotional triggers such as nostalgia, comfort, and a sense of responsibility play a pivotal role in shaping purchase decisions and brand recall. Additionally, the study examines consumer willingness to pay a premium for sustainable packaging and highlights variations across demographic groups. By focusing on how sustainability interacts with traditional factors like price and taste, this research offers actionable strategies for brands to craft compelling narratives that inspire eco-conscious choices. These insights contribute to the growing discourse on sustainable packaging, providing a roadmap for aligning business goals with environmental responsibility.