Influence of Cause-Related Packaging on High Cultural Capital Consumers’ Purchase Intention Toward Snacking Products – Use of Consumption Value Theory

Abstract

Recently, many FMCG marketers, due to the increased interest of consumers towards health and sustainability, started focusing on their product packaging with an association of cause-related packaging. Snacking product purchase is highest among high culture consumers, so this category was chosen for study. This research aims to understand the reason for purchasing a snacking product associated with any cause. Whether consumers are purchasing the product because of functional, emotional, hedonic, conditional, epistemic, or social values. The questionnaire was framed using a validated scale of consumption value theory. Cluster analysis was done using SPSS is an attempt to segregate the respondents into different consumer types. The study clustered the groups into three distinct groups. Social and emotional values and epistemic drive the first cluster, whereas the second cluster is purchasing the product because of hedonic value, and the last cluster is purchasing the product because of its functional value, and they are bothered about any cause association.