Published Paper Details:

This study explores the awareness, perception, and influence of KFC's green practices among young consumers in Coimbatore, with a focus on assessing how these practices impact their brand perception and purchasing decisions. The research aims to analyze the influence of demographic factors such as age, gender, and education level on the awareness and acceptance of KFC's sustainability initiatives. A structured questionnaire was administered to 200 respondents aged 18-30, with data collected through stratified random sampling from urban and semi-urban locations. The study employed statistical tools, including Chi-square tests, regression analysis, and one-way ANOVA, to evaluate the relationships between demographic characteristics, communication strategies, and consumer behavior. The results indicate that there is no significant association between age, gender, or education level and the awareness or perception of KFC's green practices. However, the study reveals a strong positive correlation between KFC's communication of its green practices and the respondents' perceptions of the brand, with a significant impact on brand opinion. Additionally, education levels were found not to significantly influence purchasing decisions based on environmental practices. The findings suggest that KFC should focus on improving its communication strategies, particularly targeting younger consumers via social media platforms, and continue to enhance its sustainability practices. This research provides valuable insights into how KFC can strengthen its brand image and appeal to the eco-conscious youth demographic.