Brand Authenticity and Consumer Purchase Intention: A Focus on Food and Beverage Industry in Delta State

Abstract

This study examined the effect of brand authenticity on consumer purchase intention in the food and beverage industry in Delta State, Nigeria. The specific objectives were to investigate how brand awareness, brand association, and perceived quality influence consumer purchase intention within the region. A cross-sectional survey research design was adopted, and data were collected through a structured five-point Likert-scale questionnaire administered to 177 respondents, comprising line managers, directors, and sales representatives of selected food and beverage sub-plants in Delta State. Data analysis was performed using SPSS (version 25.0), employing descriptive statistics such as frequencies and percentages, and inferential statistics to test the study hypotheses on the relationships among the variables. Findings revealed that brand awareness, brand association, and perceived quality have significant positive effects on consumer purchase intention in the food and beverage industry. The study concluded that while brand authenticity dimensions positively influence consumer purchase intention, certain challenges must be addressed for these practices to yield optimal outcomes.The study highlighted the importance of enhancing brand authenticity initiatives to strengthen consumer trust and loyalty. It recommended that firms promoting sustainable brands should consider the multidimensional value needs of consumers. By improving perceived value, organizations can establish a strong foundation for sustainable growth, green transformation, and the long-term development of the Nigerian food and beverage industry.