Authors

1. Vaishnavi Marwaha
2. Dr. Pankaj Jain

Affiliation

• Research Scholar, Institute of Management Studies, Bikaner. Rajasthan Technical University, Kota
• Principal and research guide, Institute of Management Studies, Bikaner. Rajasthan Technical University, Kota

Abstract

Consumers' food consumption patterns have changed significantly alongside the rapid shift in lifestyles. The main objective of this paper is to determine the sustainability of canned food in relation to customer satisfaction. This research examines the multifaceted dynamics impacting eco-conscious consumer behaviour (ECCB). The study provides an in-depth understanding of consumer satisfaction and perceived value regarding canned food consumption. A structured questionnaire was administered to between 300 and 500 respondents through various communication channels, employing an empirical research design. The analysis tests the hypothesis that there is a positive and significant relationship between the variables. The findings indicate that ECCB is significantly enhanced by sustainable qualities and perceived values. Results offer new insight, showing that customer loyalty and satisfaction are strongly predicted by perceived value, which is vital for sustaining success in the market. Overall, these findings contribute to both academic research and real-world applications involving environmentally conscious consumer interactions

Keywords

Perceived Value, Canned Food, Consumer Behaviour, Sustainability, Satisfaction, Loyalty

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