The buzz or the brand? How consumer perceptions of brand authenticity is influenced by buzzword labels

Abstract

In an industry where big brands used to be better, small companies have contributed two-thirds of food industry growth in 2014. Consumer preferences have shifted, especially among millennials, and trending health-related buzzwords such as gluten free, ancient grains, and 100% natural have contributed to this change. However, among large packaged goods companies the alignment of these labels with the brand’s purpose differs from that of small, niche companies. Through an experimental design and ANOVA analyses, this study aims to determine the difference between millennial and non-millennial consumers in regards to their perceptions of brand authenticity and how it is affected by the presence of buzzword labels and brand type (with either a large multi-national or niche brand story). In addition, this thesis aims to connect consumers’ perceptions of these brand and label conditions to their knowledge of buzzwords and their lifestyle habits.