Exploring consumer attitudes towards sustainable milk packaging in the Kenyan dairy industry

Abstract

This study investigated consumer perceptions of sustainable packaging within the Kenyan milk industry, focusing on packaging characteristics, demographic influences, and willingness to pay. Guided by the Theory of Planned Behavior (TPB) and the Means-End Theory, it aimed to unravel the complexities of consumer decision-making regarding sustainable milk packaging adoption. The research had three primary objectives: examining the influence of packaging characteristics on consumer attitudes, exploring the relationship between consumer demographics and sustainable packaging preferences, and assessing consumers' willingness to pay a premium for sustainable packaging in the milk industry. Employing a positivism philosophy and a descriptive approach with a cross-sectional survey design, the research aimed to unravel the complexities of consumer decision-making concerning the adoption of sustainable milk packaging. It targeted a population of 3 million in Nairobi County, Kenya, with a sample size of 400 consumers, ensuring robustness and representativeness in the findings. The study's significance lay in its broad scope, covering Nairobi County, Kenya, a pivotal area for sustainable practices given its large population and initial adaptation to a circular economy. Considering the substantial contribution of the dairy sector to Kenya's agricultural GDP and high per capita milk consumption, the findings were relevant for academia, policymakers, environmentalists, and businesses in the milk industry, offering insights into sustainable business practices and consumer choices. The research underscored the importance of environmental impact as a key driver of consumer preference in milk packaging, while also highlighting the nuanced interplay between functionality, convenience, and aesthetics. It emphasized the need for the dairy industry to prioritize sustainable packaging solutions that address environmental concerns while catering to evolving consumer preferences. Additionally, the study provided insights into how consumer demographics influence preferences for sustainable packaging, offering valuable knowledge for developing targeted strategies. While there was considerable alignment between the study results and existing literature on consumer attitudes towards sustainable packaging, nuanced differences and areas of divergence were also observed, underscoring the complexity of consumer behavior and preferences. In conclusion, this dissertation contributed comprehensive insights into consumer attitudes towards sustainable packaging in the Kenyan dairy industry, offering recommendations for stakeholders to align with consumer preferences, address cost concerns, and promote sustainability in milk packaging.

Key words: Dairy industry, sustainable packaging, consumer attitudes