Enhancing Sustainable Consumer Behavior through Eco-Friendly Packaging Innovations: A Case Study of Dairy industry


  • Ansar Abbas Institute of Commerce and Management, Shah Abdul Latif University, Khairpur
  • Mehwish Rafiq Department of Business Administration, Institute of Southern Punjab, Multan
  • Muhammad Raza Emaan Institute of Management & Sciences
  • Saleem Raza Bhatti Emaan Institute of Management & Sciences
  • Muhammad Yasir Idrees M.Phil. Scholar , Department of Business Administration, Ghazi University, Dera Ghazi Khan




User experience, Brand loyalty, Product package design, Structural equation model, Milk package, Brand design, User behavior perception


They may stay relevant in the experience economy, changing marketing landscape, and evolving psychological demands of consumers by providing a great user experience. To improve product values and build trust in brands, this study looks at how user experience affects product brand image, brand trust, and brand loyalty. Through case study research, we determined which brands were most popular with consumers. Then, we used that information to do positioning studies on variables like brand color, image, packaging design, etc. The research used a made-up user experience model to examine the effects of brand loyalty and surveyed 357 consumers. We used Structural Equation Modelling (SEM) to check the relational model of how user experience affects customers. Sensory, emotional, behavioral, and cognitive experiences all have a role in shaping consumers' perceptions of brands; these perceptions, in turn, seem to affect consumers' trust in those brands, and the interplay between these two variables is shown to influence consumers' loyalty to those brands significantly. Product package design, brand loyalty theory, and the ever-changing consumer products industry can all benefit from incorporating user experience into their respective fields. Marketers can glean valuable strategies from the study's findings to increase product market competitiveness and customer brand stickiness.




How to Cite

Ansar Abbas, Mehwish Rafiq, Muhammad Raza, Saleem Raza Bhatti, & Muhammad Yasir Idrees. (2024). Enhancing Sustainable Consumer Behavior through Eco-Friendly Packaging Innovations: A Case Study of Dairy industry. International Journal of Social Science & Entrepreneurship, 4(1), 313–333. https://doi.org/10.58661/ijsse.v4i1.267