Abstract:
Sustainability is becoming one of the greatest significant challenges for the beverage industry in recent decades. Many manufacturers have applied environmental, social, or economic features of sustainability at various phases of the production process. One of the reasons that may describe the concern in sustainability is that buyers are shifting their behavior to incorporate environmental & sustainable concerns into their buying behavior. As a result, several consumers make buying selections established apart from the way the products meet their requirements, in addition to how those products impact the nature at a larger scale. Purpose of this research is to investigate the buying behavior and consumer approaches towards sustainable consumption in the beverage industry. The theoretical basis of this research was grounded on the ideas of consumer buying behavior, sustainability. The empirical part of the research was conducted by means of a quantitative research method. The data collection was applied over an online questionnaire constructed for general analysis was developed on consumer purchasing behavior and the motivation of respondents to change their current purchasing behavior towards sustainable food. Results of this research indicated positive consumer motivation and attitudes to adapt better sustainable buying patterns and their readiness to play their part as individuals in advancement of sustainability. It is becoming progressively significant for buyers to prefer brands that offer a sustainability performance. In this research, we emphasize on few key challenges which could initiate future research in this field.
