CONSUMER BEHAVIOUR ANALYSIS: SUSTAINABLE FOOD WRAPPING WITH BEESWAX

Abstract

Modern food wrapping makes food safe, dependable, shelf-stable, and hygienic. However, the majority of food wrapping is single-use and cannot be re-used. Single-use food wrapping has a huge environmental impact, from plastics in our waterways to harmful production by-products. A natural eco-friendly, sustainable alternative to plastic wraps is “Beeswax Food Wraps''. Despite being eco-friendly and sustainable wrapping, consumers seldom use it. Although it's no secret that single-use food wraps are a hazard to our seas, ecosystems, and globe, even then, we find it difficult to break free from our non-eco-friendly habits. The present paper aims to analyse the consumer perception of green products. Furthermore, the study investigates consumers’ level of satisfaction with the different types of food wraps and analyses the factors influencing the purchasing behaviour of beeswax food wraps among consumers. A structured questionnaire was used to collect the primary data, which was then analysed using the Chi-Square Test of Independence, One-Way ANOVA test, Spearman Rank-Order Correlation Coefficient and descriptive statistics. The results reveal an important insight concerning the behaviour of consumers towards Beeswax Food Wraps and green product purchase. The study found that in spite of consumers growing awareness of green products and environmentally harmful practices, Beeswax Food Wraps still have a long way to go.