Vaishnavi MarwahaDr. Pankaj JainResearch Artical2026-01-0510.55399/XWLD87312025Volume 23 Issue 111-22Perceived ValueCanned FoodConsumer BehaviourSustainabilitySatisfactionLoyaltyConsumers' food consumption patterns have changed significantly alongside the rapid shift in lifestyles. The main objective of this paper is to determine the sustainability of canned food in relation to customer satisfaction. This research examines the multifaceted dynamics impacting eco-conscious consumer behaviour (ECCB). The study provides an in-depth understanding of consumer satisfaction and perceived value regarding canned food consumption. A structured questionnaire was administered to between 300 and 500 respondents through various communication channels, employing an empirical research design. The analysis tests the hypothesis that there is a positive and significant relationship between the variables. The findings indicate that ECCB is significantly enhanced by sustainable qualities and perceived values. Results offer new insight, showing that customer loyalty and satisfaction are strongly predicted by perceived value, which is vital for sustaining success in the market. Overall, these findings contribute to both academic research and real-world applications involving environmentally conscious consumer interactionsPerceived ValueCanned FoodConsumer BehaviourSustainabilitySatisfactionLoyaltyAjzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-TBiswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the east. Journal of Cleaner Production, 87(1), 463–468. https://doi.org/10.1016/j.jclepro.2014.09.075Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018-0023Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250Fielding, K. S., & Hornsey, M. J. (2016). A social identity analysis of climate change and environmental attitudes and behaviors: Insights and opportunities. Current Opinion in Psychology, 8, 78–83. https://doi.org/10.1016/j.copsyc.2015.11.007Grunert, K. G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177–189. https://doi.org/10.1016/j.foodpol. 2013.12.001IMARC Group. (2023). India canned food market: Industry trends, share, size, growth, opportunity and forecast 2023–2028.Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5(2), 187–205. https://doi.org/ 10.1177/097215090 400500203Mahat, I., & Shekhar, H. (2024). Influence of product quality on customer satisfaction and word-of-mouth in clean energy transitions: Evidence from improved cook stoves in Nepal. Energy for Sustainable Development, 74, 106–115. https://doi.org/10.1016/j.esd.2023.11.009Mishra, R., Sharma, A., & Sinha, P. (2020). Investigating consumer awareness and willingness to pay for eco-friendly packaging in India. Sustainable Production and Consumption, 23, 20–30. https://doi.org/10.1016/j.spc.2020.04.002Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121–147. https://doi.org/10.1111/ j.1745-6606.2005.00006.xNg, A., & Paladino, A. (2020). Engaging the green consumer: The role of emotional engagement and perceptions of sustainability. Journal of Business Research, 116, 799–811. https://doi.org/10.1016/j.jbusres.2019.02.038Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.2307/1252099Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22–36. https://doi.org/10.3200/ENVT.48.5.22-36