MILK LABELS AND MINDSETS: ANALYZING CONSUMER REACTIONS TO HEALTH AND QUALITY CLAIMS

This study investigates how label claims influence consumer perceptions of health and quality in Milk. It examines consumer preferences, the impact of product attributes on health perceptions, and the role of label claims in building trust. Data was collected from 399 consumers using a structured questionnaire and analysed with SPSS. Regression analysis was applied to assess the relationship between consumer satisfaction and influencing factors. The results indicate that geographic location significantly affects consumption patterns, while age and gender have minimal influence on purchasing behaviour. Nutritional content, particularly protein and calcium, plays a key role in shaping health perceptions, whereas packaging has a lesser impact. Transparent product information, third-party certifications, and recyclable labels strengthen consumer trust and confidence in Milk’s health claims.