Designing Cross-Cultural Brand Identity: A Case Study of Guyanese Sugar in the Chinese Market

Designing Cross-Cultural Brand Identity: A Case Study of Guyanese Sugar in the Chinese Market | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Designing Cross-Cultural Brand Identity: A Case Study of Guyanese Sugar in the Chinese Market Abike Jay Omotola Sadiq'ua Barker, Youxin Wu This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7618150/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 8 You are reading this latest preprint version Abstract As global trade reaches new heights, considering investments in infrastructure and resources, especially with Chinese initiatives like One Belt One Road (OBOR), many exporters of agricultural commodities from developing countries must decide how to manage cross-cultural branding challenges. This study aims to determine whether and how the transposition of international visual communication through packaging design and adopting cultural stories and meaning will help enhance the competitiveness of Guyana’s Demerara sugar within China. Using cross-cultural branding theory and survey data from 104 urban Chinese consumers, it explores the design-related elements most effectively influencing consumer trust and purchase intention. The study found that, although elements of bright colours and visual attractiveness had a limited effect, trust can be positively influenced through heritage storytelling, clean typography, recycled material, and telling an open digital story about the sugar industry in Guyana. The enhanced trust through these elements had a more prominent impact on younger consumers rationalising price, while older generations valued health benefits and sustainability. The study proposes a culturally adaptive brand strategy framework that integrates Caribbean authenticity with Chinese design expectations. It also allows agro-exporters to gain practical guidance on their path to culturally different markets. Business and commerce/Business and management Social science/Business and management Humanities/Cultural and media studies Social science/Cultural and media studies Business and commerce/Information systems and information technology Cross-Cultural Branding Visual Communication Agro-Export Guyanese Sugar Chinese Market Packaging Design One Belt One Road Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Figure 10 1. Introduction The history of Guyana's sugar industry illustrates the historical heritage and economic significance of Caribbean sugar production. Since colonial times, the industry has significantly contributed to Guyana’s economy, society, and identity as an important factor in economic development (Mohabir 2023). The sugar corporation has undergone enormous transformations, responding to technological advances, labour relations changes, and global demand fluctuations (Bronwen 2023). Sugar farming is deeply rooted in the social fabric of Guyanese society, impacting cultural practices, traditions, and communal interactions in areas where sugar production occurs. Despite its wealthy history, the Guyanese sugar industry has been plagued with numerous major problems in recent years, testing its viability and sustainability. The sugar industry faces serious challenges: international low prices, intense competition from other sugar-producing nations, and inefficiencies at home ( Guyana Chronicle 2009; T. B. Singh 2021). In the early 2000s, the European Union (EU) initiated reforms to its sugar policy that would affect sugar-exporting countries in the African, Caribbean, and Pacific (ACP) group, including Guyana (Chaplin et al. 2006). World Trade Organisation (WTO) rulings necessitated these, which declared the EU's preferential treatment of ACP countries inconsistent with international trade rules and the need to harmonise EU agriculture policy with growing global competition within the sugar industry (Chaplin et al. 2006). The EU 2009 abolished the Sugar Protocol, permitting ACP nations to export sugar to the EU at guaranteed levels over the world market prices (Chaplin et al. 2006). The abolition of this agreement had a tremendous impact on the Guyanese sugar industry, which depended on the EU market. According to the European Commission report (“Accompanying Measures for Sugar Protocol Countries 2011-13 | EEAS” 2012), the withdrawal of preferential access for sugar protocol countries (ACP) led to an immense loss of revenue for the exports of sugar, further deteriorating the economic maladies of the sector. To manage these issues, the EU compensated Guyana with money under the Accompanying Measures for Sugar Protocol countries (AMSP). Due to such obstacles, Guyana’s sugar output must seek new markets (Gachot, Salvo, and Rondinone 2022). Guyanese sugar production and export earnings have dwindled in the last few years, primarily due to the closure of estates and deepening inefficiencies. T. B. Singh (2021) states that in addition to job losses due to estate closures and economic challenges, export volumes decreased by more than 30% between 2010 and 2020. Instead, the Guyanese sugar industry faces difficulties with archaic infrastructure, high production costs, and challenges in meeting the regulatory and branding requirements of new markets such as China. China is the most suitable option since it is one of the world's leading sugar importers, and there is considerable potential for future demand (Yang, Peng, and Qin 2023). Penetration of the Chinese market successfully necessitates a thoughtful approach to branding and visual communication (Polfuß 2020). Despite its economic value, there is a serious dearth of information on how Guyana develops and implements branding strategies for its agro-products, particularly sugar. This deficiency makes it difficult for policymakers and businesspeople to be aware of the effect of visual branding and packaging on overseas market consumers' perceptions. In addition, current research on agricultural trade is predominantly concerned with production and logistics, but seldom investigates how strategic branding can increase global market competitiveness. This research seeks to fill the gap by examining how visual design, packaging, and cultural adaptation can make Guyanese sugar more appealing to Chinese consumers. This study seeks to answer: How can visual communication and cultural narratives enhance the brand image of Guyana’s Demerara sugar for the Chinese market? What visual design elements and cultural strategies influence Chinese consumer preferences for imported sugar? This study offers a platform for a cross-cultural branding strategy since no published information exists regarding the creation of Guyana's branding and any government attempt to penetrate the Chinese market. Appealing packaging, culturally relevant narratives, and creativity in design are essential to successful market entry (Saffira 2022). Cultural adaptation drives successful international branding, particularly in countries like China, where buyers associate certain design elements with quality and authenticity. Chinese consumer behaviour indicates a desire for minimalist but upscale packaging, colour symbolism (e.g., red and gold to signify prosperity), and strong product origin narratives (Shi and Jiang 2022). Guyanese sugar will require culturally relevant branding strategies to engage in this market, employing design tools aligned with Chinese market aspirations without losing authenticity. Colour palettes, typography selection, material selection, and storytelling techniques could make a product more appealing and distinguish it from the competition (N. Singh 2024). Reshaping Guyanese sugar is not a beauty exercise but a strategic one to increase its perceived value worldwide. Previous studies on commodity market branding (Spence and Van Doorn 2022) have established that good packaging and intentional storytelling can elevate a raw material to a premium product. Based on design thinking principles, this research examines how Guyana can use visual storytelling, typography, and sustainable packaging materials to create a visually appealing brand identity that will satisfy Chinese consumer needs. 1.2. Significance of Study This research has theoretical and practical applications in various disciplines, including branding research, cross-cultural business, economic development, and international trade. Contributing a critical foundation for future research on Guyanese branding practices, particularly in agriculture, by documenting branding processes, consumer attitudes, and cultural design factors that may affect Guyanese product exports to foreign nations. It explores the impact of branding and visual communication on consumer engagement as a basis for further research on branding strategies for Guyana’s agricultural exports, assuring sustained academic and industrial relevance. From a cross-cultural standpoint, this study offers greater insight into how Global South agricultural exports can acclimate to world markets, specifically in globalised and culturally pluralistic environments such as China (Yueh and Zheng 2019). This research highlights the significance of visual communication, cultural consistency, and narrativity in agricultural advertising, which is underappreciated in light of branding in industrial or tech-related industries. The results will guide Guyanese farmers towards enhancing their branding campaign and serve as a model for other Caribbean and small developing nations planning to diversify their agricultural exports (Mo and Chee 2021; Munteanu 2024). Encouraging design-driven economic growth demonstrates how outstanding visual communication can increase marketability and value perceived by the product. Whether one can successfully rebrand and reposition Guyanese sugar using strategic branding techniques can open doors to improved revenues, widened access to the markets, and improved economic resilience for the Guyanese sugar sector (del Castillo Puente, 2024; Affonso & Janiszewski, 2022). This study emphasises the value of design as an economic driver, revealing how branding and packaging improvements help turn raw inputs into high-quality, competitive products for the marketplace. China's One Belt, One Road (OBOR) initiative offers the emerging economies of Guyana enormous trading potential. As China is the largest customer for sugar imports, China demands more high-standard, ethically sourced, brand-named agricultural produce (Chaisse and Matsushita 2018). The OBOR framework facilitates trade between China and the Global South. However, if Guyana’s sugar is to capitalise on these opportunities, it must adapt to China's consumer culture, regulatory environments, and cultural brand preferences. The research provides actionable recommendations on positioning Guyana in China's emerging sugar market by brand and design-driven business models, significantly contributing to branding, economic development, and international business. It fills the knowledge gap regarding branding strategies in Guyanese agriculture, proposes design-driven solutions to agricultural export, and analyses cross-cultural market entry strategies. It gives theoretical contributions and empirical insights into global branding literature to policymakers and business firms. The study provides a valuable reference to other developing countries that want to rebrand agricultural exports to culturally different markets, primarily through the OBOR, as branding across cultures is key to gaining access to Chinese consumers. 2. Literature Review The literature explored in this paper expands on the theory and practice of cross-cultural branding and, more particularly, how it applies to agricultural exports like Guyanese Demerara sugar to China. Drawing on seminal works such as (De Mooij and Hofstede 2010) and (Eisingerich and Rubera 2010), the review explains how cultural values, emotional resonance, and brand narrative are key to success in branding across cultures. It identifies key strategies like cultural sensitivity, adaptive brand positioning, consumer involvement, and heritage narratives in building consumer trust. The literature also mentions the growing importance of branding in agrifood exports, especially to competitive markets where differentiation is crucial. Theories and case studies point to geographic indicators, sustainability messaging, and digital tools like QR codes and blockchain as new modes of enhancing brand attractiveness and authenticity. However, there are significant gaps in the literature. These include a lack of research on agricultural branding (as opposed to corporate branding), limited knowledge about Chinese consumer attitudes towards foreign sugar brands, and a shortage of low-budget branding strategies for small exporters. Specifically, there is no research on how Guyanese sugar has been or could be branded for China. This justifies the aim of the research in creating a culturally adaptive branding strategy for Guyana’s Demerara sugar that aligns its Caribbean identity with Chinese aesthetic tastes. 2.1. Cross-Cultural Branding in Agriculture 2.1.1. How Cross-Cultural Branding Works and Why It is Important for Global Trade Cross-cultural branding entails systematically adapting a brand's image and message to suit the target markets' cultural norms, beliefs, and behavioural patterns. (De Mooij and Hofstede 2010) Cross-cultural branding must consider deeply rooted cultural dimensions like individualism vs. collectivism, power distance, and uncertainty avoidance, which affect how people perceive and engage with brands. The authors argue that translational advertising alone is insufficient for effective cross-cultural branding. It requires comprehension of various cultural nuances and taking flexible marketing approaches. This argument is supported by Eisingerich and Rubera's (2010) study of cross-cultural brand commitment. East Asian high-context cultures prioritise long-term brand relationships over Western European and North American low-context cultures, where the emphasis is on short-term gains. The authors also recognised that cross-cultural branding is more than just language translation; it involves synchronising feelings and attitudes in line with the dominant expectations within the specified culture. In this conversation, Schroeder, Borgerson, and Wu (2015) contribute value regarding brand culture. The authors felt that the key aspect of branding is positioning brands within the host nation's culture instead of necessarily product differentiation. The authors' research establishes that powerful brands are cultural icons reflecting and affirming social values. 2.1.2. Key Concepts of Cross-Cultural Branding for International Markets This research defines several key concepts concerning the implementation of cross-cultural branding. De Mooij and Hofstede (2010) noted that understanding consumer behaviour and cultural values is crucial to avoid misalignment. This places importance on the need for cultural sensitivity in this area. Schroeder, Borgerson, and Wu (2015), more recently, cover brand legitimacy and local resonance, and describe that customers are more engaged through trust developed by stories and heritage-based branding. Another important notion is adaptive brand positioning, which was addressed by (Talay, Townsend, and Yeniyurt (2015). They maintain that ideal branding approaches balance global brand consistency and local adaptation. Eisingerich and Rubera (2010) stressed the importance of consumer co-creation and engagement, illustrating that involving local consumers in brand creation improves cultural legitimacy. Additionally, Safeer, He, and Abrar (2020) discuss strategic market segmentation and illustrate how the selection between global, regional, and hybrid brand strategies can more effectively position a brand in various cultural contexts. 2.2. The importance of agricultural exports in competitive markets Branding is one of the most important ways in which agricultural products differentiate themselves in competitive world markets. Talay, Townsend, and Yeniyurt (2015) posit that brands with substantial global positioning fare well in the marketplace because they generate trust, value products, and keep customers. Using examples of luxury brands, Schroeder, Borgerson, and Wu (2015) indicated the importance of brands using cultural heritage. They concentrate primarily on primary fashion and lifestyle brands. It can also assist in agricultural branding since heritage-based marketing is successful for wines, coffee, and organic produce. 2.3. Common Issues Associated with Branding in Agricultural Exportation in Various Cultural Regions There are several obstacles to the success of cross-cultural branding of agricultural exports. As Safeer, he, and Abrar (2020) have demonstrated, cultural fit differences could lead to differences in a brand's perceptions across markets, implying a lack of effective global branding strategy. According to Eisingerich & Rubera (2010), agricultural products might be considered commodity products with no differentiation, thus making them less competitive. Safeer, He, and Abrar (2020) deal with the regulatory and certification challenges in agricultural export branding. Their research indicates that food labelling regulations and geographical indications can either support or hinder branding initiatives, depending on demand from the market. 2.4. Cultural adaptation to effective farm branding. Cultural adaptation is essential for a brand's global growth. Safeer, He, and Abrar (2020) indicate that brands viewed as culturally suitable tend to attract consumers' trust. In their research, De Mooij and Hofstede 2010) show that adapting advertising strategy makes consumers relate to it. Agricultural exporters must create messages, develop marketing strategies, and develop strategies suitable to the local values and ambitions. Culturally-focused considerations need to be considered when looking closely at the Chinese market. Shi and Jiang (2022) discussed the ideas behind red and gold representing prosperity and luck, while minimalist packaging suggests premium quality. They also discuss how clean typography is linked to authentic and trustworthy branding. These cues can inform whether or not a foreign food brand is perceived positively by consumers. 2.5 Differentiating Strategies for Agricultural Products Consumer brand studies have helped identify various avenues for differentiating agriculture that may be used. Schroeder, Borgerson, and Wu (2015) illustrate how protected brands like Champagne, Parmesan, and Jamaican Blue Mountain Coffee make items seem to be of superior quality. This is because they utilise geographical indications as well as provenance branding. Castro Balaguer and Sáiz (2020) illustrate in their paper how emotional and cultural narratives may help one feel more emotionally attached to agricultural brands. Talay, Townsend, and Yeniyurt (2015) explain that hybrid branding models, which integrate corporate and regional branding elements, offer businesses a competitive edge through global and local appeal. 2.6 Digital marketing and sustainability in agro-export branding More recent studies have discussed how digital technology, including sustainability messaging, plays a role overall in creating trust in food products. While (Yueh and Zheng 2019) discuss the idea of using QR codes and storytelling to create authenticity, (Chaisse and Matsushita 2018) discuss the ideal of OBOR markets wanting traceability and ethical sourcing when it comes to products (especially where QR codes, blockchain practices, and country-stated eco-friendly packaging ideas come into play). However, little research has examined how these general ideas apply specifically to international agricultural exports from smaller producers. Figure 1. Conceptual integration of branding identity, cultural sensitivity, and global trade strategy for cross-cultural branding of Guyanese sugar. [Insert figure image here] 2.7. Research gaps and possibilities for future research were identified. Most of the literature on cross-cultural branding is excellent, yet not many explicitly address agricultural exports or Guyanese sugar. Since most studies examine consumer goods, we need branding strategies for agricultural exports. Moreover, few studies address how Chinese consumers view the branding of imported agricultural products, so market entry plans are in limbo. Most branding studies are done on large companies with substantial financial resources; therefore, small and medium-sized agricultural exporters cannot benefit from low-cost branding mechanisms. Electronic branding and packaging are discussed in the literature, but cannot be applied to farm exports. Studying how QR codes, blockchain authentication, and interactive packages affect consumer trust is important. Sustainable packaging changes customers' behaviour, but less is known about the psychological determinants of trust and the intention to buy sustainably packaged agricultural produce. Many do not understand branding and market access barriers like tariffs, entry specifications, and regulatory compliance. It is general knowledge that cultural symbols are utilised in luxury branding but not in farm branding, especially in cross-cultural markets like China. This study considers a cross-cultural branding strategy for Guyanese sugar in China to compensate for these shortcomings. However, Guyana's efforts at global brand development are untested, posing possible challenges. In contrast to more active agricultural exporters, Guyana lacks branding, prior marketing, or case studies. Nothing exists to market Guyanese sugar in China, so a branding strategy needs to be developed from scratch. Guyanese sugar is defined by stories of its history, eco-friendly packaging, and vibrant branding, but Chinese design trends make it challenging to integrate. Caribbean exports are vibrant and customer-oriented, whereas Chinese consumers embrace minimalist, symbolic, and culturally pertinent branding as shown in Figure 1. Guyanese sugar must learn to retain its identity and integrate into the Chinese market to establish its brand and win Chinese consumers' acceptance. As the title of the paper suggests, this study explores branding challenges. Future research should include consumer testing, empirical studies, and policy trade analysis to determine how branding, digital technology, and sustainability can improve Guyanese sugar's competitiveness globally. In conclusion, while cross-cultural and branding literature provide practical frameworks, it was highlighted that there were limited works detailing branding strategies for agricultural exports for small producers from Global South countries targeting the China market, which was further highlighted by works failing to discuss low costs for branding and digital tools, such as blockchain or QR codes that small producers can use to create consumer trust in the agricultural commodity. This study will propose a culturally adapted branding framework for the Guyanese brand for sugar into sugar. 3. Research Design The quantitative and descriptive research uses a systematic questionnaire to analyse Chinese consumers' attitudes, preferences, and trust indicators toward Guyanese Demerara brown sugar. The primary purpose is to study the impact of visual communication, packaging, sustainability cues, and origin-based storytelling on purchase intention in China. Due to the lack of previous studies on the niche product and concern with the branding issue of entering a new market, a survey approach was preferred to obtain a first-hand understanding of consumer behaviour. 3.1. Sampling Method A non-probability convenience sampling technique was employed due to the issues concerning linguistic and cultural access and the exploratory character of the investigation. The surveyed subjects were urban Chinese consumers between the ages of who were selected based on their previous shopping experience for sugar or other foodstuffs. WeChat and XiaoHongShu were used to send questionnaires among college communities, food lifestyle communities, and city-dwelling local forum communities with a food buying history, data were collected online from 16 February to 5 March 2025. With the impending tsunami of health awareness and brand interaction among young Chinese consumers, this study targets the 18–34 age segment as the focus market for all future branding and design efforts. Their psychographics are particularly insightful given their vast exposure to the new media, openness to imported foodstuffs, and influence on consumer culture today. There were 104 usable surveys. While the sample is not statistically representative of the greater Chinese population, it does provide context-specific information well-suited for this preliminary phase. The findings are a preliminary dataset for subsequent, larger follow-up studies. Usage of convenience sampling was chosen due to the exploratory nature of this project and the practical limitations in sourcing a larger sample. This did limit the generalizability of the findings but provided some valuable foundational insights in the early stages of what we hope will be larger-scale, follow-up studies. 3.2. Research Instrument The study employed a formally designed questionnaire containing thirty closed questions that were well-crafted to elicit the response of Chinese consumers of Demerara brown sugar produced in Guyana. It inquired about five major thematic issues: demographic influences, purchasing behaviour of sugar, visual identity and attitude towards packaging, consumer attitude and narrative, and sustainability attitudes and digital value additions to the brand. Demographic questions provided data on variables like age, sex, education level, income, and location. The question about sugar consumption was designed to ascertain how often sugar is used, what forms of sugar are bought most, and how well-known foreign brands of sugar are. The second question probed visual brand appeal, such as colour connotation, typeface, imagery, and responsiveness to green packaging. The fourth question probed some influencing factors of consumer trust, such as foreign brand attitudes, heritage, origin-story relevance, and concern for ethical products. The last portion experienced consumers' response to sustainability initiatives and digital branding innovation, e.g., reactions to packaging features like QR codes, blockchain certification, and environmental labels. To provide a questionnaire translated into Simplified Chinese and provide linguistic precision and cultural awareness adapted to local needs and terminology. Examples that were typically employed, such as Taikoo's Golden Sachets, were utilised so that it was simple to recognise and dispel misconceptions regarding brown, yellow, and golden types of sugar. Questionnaires comprised five-point Likert scales, multiple-choice questions with up to three options, and binary response categories (such as unsure), enabling quantitative analysis. The questionnaire design was based on prior literature on cross-cultural branding, agricultural marketing, and Chinese consumer preferences (De Mooij & Hofstede, 2010; Shi & Jiang, 2022). The items were piloted with 3 Chinese consumers to check for clarity, translated into Simplified Chinese, and a native speaker reviewed the cultural and linguistic appropriateness. 3.3. Data Analysis Data were entered, coded, and cleaned with IBM SPSS Statistics Version 28. Various statistical tests were used to test the correlation between consumer attitudes, brand considerations, and demographics. Descriptive statistics were initially used to provide a summary of the data. Frequencies and percentages were computed for categorical variables like preferred sugar types and sources of brand trust. Means and standard deviations were also obtained for Likert scale ratings of attitudes toward green packaging, appearance, and narratives. Internal consistency among items in the Likert scale group for variables of packaging appeal and narrative impact was established using reliability analysis through Cronbach's alpha. Next, cross-tabulation using chi-square tests examined the relationships between key demographic variables (e.g., income, age, and gender) and consumer attitudes towards origin labelling or packaging appearance. Correlation analysis (Pearson's or Spearman's, depending on the data type) was also used to ascertain the strength of the relationships between sustainability concerns, foreign brand trust, and purchase intention. These methods were utilised to determine statistically significant trends and the impact of branding and visual communication on the attitudes of the target consumer. 3.4. Ethical Issues The present study followed ethical principles in research among human subjects within the social sciences community. Before participating in the study, the participants were informed that the research was conducted by a master's student at Jiangnan University for academic purposes. Participants were informed that completing the questionnaire would last five to seven minutes. There was also a notice of informed consent at the outset of the survey, indicating that volunteer response was requested, answers would be confidential and anonymous, and personally identifiable information would not be collected. The note further stated that the data collected would be used only for academic report work and analysis, not for commercial or outside release. All the relevant data was stored appropriately, with access only to the researcher. The research had no foreseen physical, psychological, or economic damage to the respondents. The institutional guidelines provided a model for moral data handling and storage throughout the study. 4. Findings IBM SPSS Statistics Version 28 was used to perform descriptive, reliability, and inferential statistical analyses on the survey data to evaluate consumer preferences and branding perceptions of Guyanese Demerara sugar in the Chinese market. The respondent’s demographic profile is presented in Table 1. Table 1. Demographic Characteristics of Respondents (N = 104) [Insert table here] 4.1. Reliability and validity Table 2. Reliability Statistics for Branding and Packaging Constructs [Insert table here] Reliability analysis used Cronbach's alpha to assess the internal consistency of the categorised Likert-scale items relevant to attitudes towards branding and packaging. As can be seen in Table 2, Cronbach's alpha values for the three main conceptual clusters ranged from 0.586 to 0.759, indicating a moderate internal consistency. The set of variables relating to sustainability and digital trust, specifically the significance of eco-friendly packaging, the likelihood of buying with blockchain authentication, and the likelihood of buying from a sustainable brand, had the highest alpha coefficient (.759), reflecting a significant level of consistency among the items measuring consumer trust in ethical and transparent branding initiatives. Products clustered under visual branding preference categories, like Purchase Likelihood for Bright Colours and Typography Importance, yielded lower alpha coefficients (α = .637), reflecting a moderate but lower internal consistency level. Likewise, items assessing brand heritage and cultural perception yielded the lowest levels of reliability (α = .586), perhaps because of greater variability in consumer interpretations of heritage across various cultural settings. Importantly, all items' item-total correlations after adjustment met the minimum of 0.3 requirement, justifying the retention of all the measured items for analysis. Nevertheless, items with weaker correlation coefficients (e.g., Importance of Typography, r = .308) may be worth pursuing in future studies to further enhance the measurement model. 4.2. Descriptive Statistics and Consumer Descriptive Figure 2. Distribution of Consumer Preferences for Branding and Packaging Features [Insert figure image here] An analysis aimed to explore the central tendencies and dispersion of consumers' attitudes towards packaging, brand heritage, and trust dimensions of Guyanese Demerara sugar. All participants rated the item scale (1 = Strongly Disagree to 5 = Strongly Agree), and data from 104 valid respondents were analysed. As seen in Table 3 and plotted in Figure 2, most items relating to branding and purchasing attitudes were endorsed above the midpoint value of 3.0, reflecting a moderate to high degree of agreement among the sampled participants. The most decisive item receiving influence on Chinese consumers' buying behaviour from a sustainable brand" (M = 3.76, SD = 0.98), followed closely by "Trust in Demerara Sugar with Heritage Messaging" (M = 3.64, SD = 0.97). These results underscore the priority that Chinese consumers place on ethical origin and cultural storytelling when considering the purchase of foreign agricultural goods. At the other end of the scale, the "Purchase Likelihood with Bright Colours" was the lowest-rated mean (M = 2.75, SD = 1.01), suggesting that bright packaging alone cannot influence consumer purchase behaviour. On the positive side, clean and readable typography rated highly in preference (M = 3.40, SD = 0.96) and importance (M = 3.44, SD = 1.11). Heritage aspects are a visual preference for clean, modern design over cluttered or old-fashioned appearances. In terms of cultural symbolism, the significance of brand heritage (M = 3.35, SD = 1.00), foreign branding's influence on trust (M = 3.39, SD = 1.03), and significance of heritage/cultural symbols (M = 3.23, SD = 1.18) were all moderately rated, indicating some diversity in consumer attitudes towards cultural facets in differing branding contexts. Interestingly, heritage narratives about Demerara sugar were well received, suggesting that well-crafted stories can promote greater trust. The dimensions of sustainability and digital trust, together with eco-friendly packaging (M = 3.22, SD = 1.11) and eco-friendly design-based purchasing willingness (M = 3.34, SD = 1.12), received strong preference. The combination of blockchain verification (M = 3.50, SD = 0.98) and sustainable brand loyalty (M = 3.76, SD = 0.98) received the highest scores, which indicates that digital transparency and sustainable values strongly appeal to younger and socially conscious consumers. The descriptive analysis indicates that although aesthetic features such as bright colour may have a marginal influence, ethics, heritage, digital openness, and sustainability are principal drivers of purchase interest in Guyanese Demerara sugar among Chinese consumers. Table 3. Descriptive Statistics of Consumer Attitudes Toward Packaging and Branding Features [Insert table here] 4.3 Cross-tabulation of Gender and Preference for Packaging Design Figure 3. Preference for Packaging Design by Gender [Insert figure image here] Table 4. Preference for Packaging Design by Gender [Insert table here] The chi-square test revealed that gender did not significantly influence the popularity of different packaging design styles, such as minimalist, colourful, traditional, and modern. As displayed in Table 4and Figure 3, 51.3% of women and 45.8% of men preferred minimalist design, which indicates that gender does not significantly influence its popularity. No significant gender correlation with the liking for colourful design was found in the study, as only 9.4% of the respondents marked "yes" for the design. While males were slightly more interested than females, the correlation is not strong and is non-statistically significant. The traditional packaging also did not reveal any gender difference, and most respondents, irrespective of gender, liked traditional packaging. Contemporary design endorsement was greater among females (22.4%) compared to males (20.8%), but the general response rate remained low (16.7%). Packaging aesthetics per se, like vibrancy or traditional cues, could have constrained gender-based differentiation of appeal among Chinese consumers for foreign sugar goods, mirroring an expanding cross-gender convergence in visual taste within worldwide product markets. 4.4. Crosstabs and Chi-Square Analysis: Sugar Type Preferences by Gender Figure 4. Sugar Type Preferences by Gender [Insert figure image here] Table 5. Sugar Type Preferences by Gender [Insert table here] The distribution of the favoured type of sugar by gender group, such as female, male, and those who did not want to give it out, was examined in a cross-tab. The five types of sugar mentioned were rock sugar, white sugar, yellow/golden sugar, black sugar, and regular brown sugar, as shown in Figure 3 and Table 5. Rock sugar was consumed by 35.2% of the total sample, with almost equal consumption between genders. Most widely consumed was white sugar, as indicated by 59.4% of respondents overall. Most consumption was among males (62.5%), females (59.2%), and 50% of undisclosed individuals were close in consumption. Such consistency points to white sugar as a staple regardless of demographic divisions. Yellow/golden sugar presented a stark gender split, with just 7.5% of the total sample reporting use, with all positive responses from females (9.2%) and one non-disclosed response (16.7%). Black sugar reflected the low uptake of yellow/golden sugar, with just 7.5% overall uptake. The most polarised gender split was found with regular brown sugar, with more than half of female respondents (55.3%) reporting using this type of sugar, compared to just 20.8% of males. Chi-square statistics most likely underlie statistical significance, at least for brown sugar and possibly for yellow sugar, due to the self-evident gender distribution patterns. The findings offer valuable implications for market segmentation strategies. Though white sugar is favoured, product promotions specific to female consumer segments will work best for brown and golden sugar types. Table 6. Sugar Usage Contexts by Age Group [Insert table here] Crosstabulations were also carried out to assess sugar use in four different contexts. As shown in Table 6 and Figure 4, it was discovered that the most frequent application was in the form of tea usage, and the highest percentage (34.2%) occurred in the 18-24-year-olds. The most frequent sugar usage in baking (22.7%) occurred among the 25-34-year-olds and might indicate a relationship to lifestyle factors or increasing cooking trends within this age bracket. However, none of those in the 35-44 age group reported use of sugar for baking or cooking, and overall use across all uses was low. There was moderate but even use within the 45-54 age group across all uses. Non-purchase frequencies were most common among the age group of 18-24 (67.2%), as many people within this age bracket have not had direct purchases, perhaps through sharing in the home or interest with no brand conversion. The non-purchase trend decreased sharply with age. The findings indicate that although young consumers are more receptive to trying out Demerara sugar, it has yet to gain repeated buying behaviour. Figure 5. Sugar Usage Contexts by Age Group [Insert figure image here] 4.5. A cross-tabulation and chi-square test of associations between age groups and key purchasing motivations of Sugar Figure 6. Motivational Factors for Sugar Purchase by Age Group [Insert figure image here] Table 7. Motivational Factors for Sugar Purchase by Age Group [Insert table here] Figure 7. Key motivating factors for purchasing sugar across Chinese age groups, illustrating differences in price, health, certification, and brand appeal preferences. [Insert figure image here] A cross-tabulation and chi-square test were conducted to explore associations between age categories and the most significant purchasing motives for sugar foods as displayed in Table 7 and Figures 6 and 7, and it was discovered that consumer priorities are highly influenced by age. The youngest respondents (18-24) were the most price-sensitive, with 75.3% citing it as a significant purchasing factor. Brand image was valued across all age groups. However, the majority endorsement was with 35-44-year-olds (71.4%), suggesting middle-aged consumers may make purchase choices to a greater extent on trust and familiarity with brands. Visual attractiveness and packaging were not a top priority for any age group, suggesting that beauty could not influence purchases strongly for this product category. Flavour/quality was highest on the list of motivators for the 25-34 group at 68.2%. This age group might have taste as a vital differentiator because they are experiential eaters or lifestyle seekers who care more about quality than price. Health-focused attributes (e.g., organic, non-GMO) topped the 45-54 age group list at 75%, with them identifying it as a priority. Country of origin was the least influential attribute across all age groups, with only 5.7% of respondents considering it when purchasing. Interest in certification was variable, with the 35-44 age group (28.6%) being most interested in this attribute. Sustainability had little influence overall, but 25% of 45-54-year-olds cited it as a consideration, showing that environmental awareness gradually increases with age, though still a second priority to health or taste, as seen in Figure 6 and Table 7. 4. 6. Standardised Regression Predicting the Frequency of Sugar Purchase Figure 8. Standardised Regression Coefficients Predicting the Frequency of Sugar Purchase [Insert figure image here] Table 8. Regression Coefficients Predicting Sugar Purchase Frequency [Insert table here] Multiple regression using linear predictors was used to identify whether varied factors of consumer attitudes can help forecast sugar frequency purchases. These predictors were: liking bright colours, ecological packaging sustainability, symbolic significance of cultural symbols or heritage, trust in Demerara sugar when emphasising heritage, and willingness to purchase from an ecologically sustainable brand, as seen in Figure 8 and Table 8. The regression model was found to be statistically significant, F(5, 100) = 2.39, p =.043, which meant that collectively, the five brand perception traits accounted for approximately 10.7% of the variation in how often respondents purchase sugar (R² =.107). Although this figure is relatively low, it implies that the perceptions of branding are statistically significant but make a minor contribution to purchasing. However, when examining the various predictors, each was not statistically significant (all p > .05). That is, no single variable in and of itself independently predicted purchase frequency to the extent of being differentiated once the other factors were accounted for. However, there are solid directional tendencies to be recognised: customers exhibiting a greater propensity to buy sugar with green or colourful packaging tended to buy sugar less often, although these effects were not statistically significant. On the other hand, higher heritage message trust, higher valuation of cultural symbols, and an expressed preference for sustainable companies exhibited a weak positive marginal association with purchase frequency; however, these associations were statistically insignificant. The evidence shows that although branding attributes like colour, cultural symbolism, and sustainability messaging can drive sugar purchasing behaviour, their aggregate effect is minimal, and no single factor seems to drive frequent buying independently. Other variables outside this model, such as price, availability, or product quality, have the potential to make a big difference in consumer behaviour. 4.7. Correlation Matrix Among Branding and Purchase Variables Table 9. Pearson Correlation Matrix Among Branding and Purchase Variables [Insert table here] A set of Pearson and Spearman correlation tests conducted among 104 respondents produced moderate positive correlations between heritage-based brand measures and consumer trust and liking, as shown in Table 9. Significance of heritage/cultural symbols and trust in Demerara Sugar with heritage messaging were positively correlated, and the highest correlation occurred between trust in Demerara Sugar with heritage messaging and the importance of brand heritage. Individuals interested in cultural or heritage branding will be more inclined to believe in Demerara sugar when such messaging is promoted and perceived as necessary. There is only a weak, nonsignificant relation of foreign branding to cultural symbolism and trust, indicating that, by itself, cultural symbols are unrelated to the perception of the source of brands being trustworthy. There is a strong and negative relationship between the frequency of sugar purchases and the likelihood of purchases of bright colours. This implies a strong proposition suggesting that frequent purchasers of sugar prefer quality and familiarity over colour considerations. These findings highlight the importance of heritage-based communication and trust building by cultural authenticity in involving consumers, particularly those concerned about brand tradition and symbolism. Visual strategies like vivid colours are more attractive to less regular customers or new market entrants. In contrast, foreign branding must be well-balanced with local cultural signs to build trust. 5. Discussion The study analysed how visual communication, cultural symbolism, and eco-friendly packaging influence Chinese consumer perceptions of Guyanese Demerara sugar. The findings illustrate that while visual aesthetics such as bright colours have minimal persuasive power, brand campaigns emphasising ethical production, cultural narrative, and digital transparency are far more compelling. This supports earlier theories by De Mooij and Hofstede 2010) and Schroeder, Borgerson, and Wu 2015) that emphasise brand legitimacy and cultural resonance as central to cross-cultural brand success. As an answer to the first research question, the results show that Chinese consumers are most influenced by visual design cues that express sustainability, heritage, and clarity. The preferences include clean typography, minimalistic compositions, and culturally relevant packaging. Bright or bold colours were the least effective purchase intent drivers, especially for regular purchasers of sugar, who appreciate brand trust, story clarity, and environmental issues. Packaging with sustainable materials, blockchain authentication, or QR code transparency significantly increased consumer trust and purchase intention, particularly in younger and tech-savvy consumers. Figure 9 includes central elements like heritage signifiers, uncluttered typography, colour culturally relevant to local Chinese tastes, sustainable materials, and a QR-code-based storytelling approach to meet Chinese consumer life-stage demands. Figure 9. Essential Packaging Elements for Guyanese Sugar Branding in China . [Insert figure image here] In light of the second research question, this research suggests that Guyanese sugar can be rebranded for the Chinese market under a culturally adaptive strategy that ensures Caribbean authenticity with appeals to local visual expectations. This includes using minimalist pack forms with symbolic, subtle cultural signifiers, e.g., refined typography, red and gold colour accents, and narrative connection to Guyana's sugar history and moral sourcing. Heritage storytelling was linked positively to consumer trust and quality perception, suggesting that a communicated origin story can differentiate even commodity products. Demographically, younger consumers (18–24) were highly price-sensitive with little brand loyalty, implying entry strategies like promotional pricing and value framing for the initial entry. Middle-aged consumers (25–44) were more influenced by flavour, brand image, and heritage, likely an appealing target for loyalty-building programs. Older consumers were more health and sustainability-conscious, implying an opportunity for niche product lines (e.g., organic or non-GMO Demerara Sugar). On a practical front, Guyanese producers and policymakers must embrace design thinking as a tool for export strategy. Visual branding alone does not guarantee frequent purchases. Regression analysis shows that it explains only 10.7% of purchasing variance. Branding, nevertheless, is key to perception creation, trust generation, and unlocking market entry opportunities. Visual identity must be paired with strategic pricing, targeted distribution, consumer education, and partnership with Chinese retailers to convert interest into purchase action. Based on these findings, we propose that Guyanese sugar should incorporate packaging and branding strategies that incorporate a blended approach of embracing Caribbean heritage with acceptable and understandable Chinese cultural expectations. This could include clean and minimalist packaging with typography style, in limited amounts, the use of red and gold flash or justification, and the use of QR codes, which contain links to Sugar's origin story and sustainability credentials. To implement these methodologies, Guyanese producers and policy advisors could run pilot programs to test culturally adapted packaging styles in the Chinese retail setting. Pilot prototypes might be done with Chinese supermarket chains such as Hema Fresh, Suning China, and/or on online marketplaces such as JD.com, etc. Representing normal operational conditions, consumer feedback could be gathered through in-store surveys, online product reviews, or effectiveness mini-questionnaires using QR codes on products. Local design firms in China might be engaged accordingly to help address contemporary Chinese design modalities while accommodating Caribbean cultural heritage. These activities would allow for ongoing iterative improvement of packaging and messaging before entering the entire market and reduce risks while maximising the likelihood of entering Chinese marketplaces. It would be possible to create storytelling using packs with images, written vignettes, or info that can be used with the packs through hyperlinks or social media. The implications for Guyanese sugar, arising from this new research, include strong preferences for heritage storytelling and environmental behaviour depicted in Figure 10, which reflect the origins of cultures with social and ecological values in China, for example, the Confucian values of respecting history, and working collectively and taking responsibility for the social and physical environment in surroundings. The principles of new ethical brands are represented in impactful and culturally sensitive brands that build familiarity and transparency in the brand relationship. Figure 10. Experience design hierarchy model illustrating the layered structure of Guyanese sugar branding: from product-level design to narrative and trust-based experiences. [Insert figure image here] 5.1. Limitations The sample size in this research (n = 104) was determined through convenience sampling of Chinese urban, educated consumers. The findings are thus unlikely to be generalizable to wider rural or older age cohorts. In addition, hypothetical choice instead of observed market behaviour was utilised in the research, and no actual packaging prototypes were evaluated. It is also worth considering that cultural meanings placed on design features can evolve or differ between regions. Future research should compare the findings in other countries or areas, such as ASEAN and the EU, and evaluate actual brand and packaging prototypes under experimental conditions. With the growth of digital marketing channels in China and the potential use of e-commerce, the study of using platforms such as WeChat needs to be examined more deeply. 5.2. Future Research Subsequent studies should involve experimental testing of authentic packaging designs, with consumer reactions to varied visual strategies. Qualitative or focus group interviews would enhance knowledge of the cultural meanings and affective cues informing design decisions. Comparative examinations with other Global South exporters would enable the model's extension and development of branding strategies for new market entrants. Finally, policy-related research on trade facilitation, certification systems, and e-commerce connectivity would help permit complete market entry. 6. Conclusion This research contributes to cross-cultural branding studies by examining a lesser-researched product and export setting. It demonstrates that culturally aware, ethically driven, and aesthetically sophisticated branding has the potential to enable Guyanese sugar penetration into the Chinese market. Guyanese producers can reinvent Demerara sugar from merely a commodity by uniting Caribbean heritage and Chinese expectations in design and combining trust drivers like sustainability and traceability. Instead, it can be a premium, culturally valued import. Branding alone cannot be the solution to dismantle all market barriers, but it is a strong driver in creating consumer affinity, driving perception, and setting up sustainable export success. Declarations Ethics Approval This study involved human participants through online and virtual platforms, including Zoom, WhatsApp, Facebook, and WeChat. The School of Design at Jiangnan University does not have a faculty-level Institutional Review Board (IRB), which is offered by the Medical College only; therefore, no formal approval number could be provided. However, the study was conducted under the direction and watchful eye of the author's academic supervisor and proceeded as of 2 February 2025, and in accordance with established ethical principles, including those outlined in the Declaration of Helsinki (2013 revision), and ensured that participants’ rights, privacy, and welfare were protected. No personal identifiable information was collected. Informed Consent Informed consent was obtained through voluntary participation. Before taking the survey, participants were provided with an information statement that explained the study's purpose, procedures, anonymity, voluntary participation, and their right to withdraw at any time. By continuing with the survey and submitting their responses, participants granted their informed consent. Data were collected online from February 16 to March 5, 2025, and participant responses were anonymous and used for academic purposes only. Funding This research was made possible by the National Social Science Fund of China for Late-stage Funding Projects in 2021 (Project No. 21FYSB049). Competing Interests The author(s) declare no competing interests. Data Availability The datasets generated and analysed during the current study are available from the corresponding author on reasonable request. 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Variable Categories N Valid Percent Age Group 18-24 73 68.9 25-34 22 20.8 35-44 7 6.6 45-54 4 3.8 Gender Prefer not to disclose 6 5.7 Female 76 71.7 Male 24 22.6 Location City and province Shanghai 10 9.4 Hainan 1 0.9 Fujian 1 0.9 Nanjing 2 1.9 Ningbo 1 0.9 Yixing 1 0.9 Suzhou 1 0.9 Tianjin 1 0.9 Hangzhou 2 1.9 Chengdu 2 1.9 Wuxi 67 63.2 Guangzhou 4 3.8 Henan 2 1.9 Shenzhen 2 1.9 Anhui 1 0.9 Harbin 1 0.9 Jiangxi, Ganzhou 2 1.9 Beijing 5 4.7 Education Level High School or Below 2 1.9 Undergraduate 46 43.4 Graduate or Professional Degree 58 54.7 Annual Household Income <50,001 30 28.3 100,000-200,000 42 39.6 200,000+ 34 32.1 Table 2. Reliability Statistics for Branding and Packaging Constructs Note. Cronbach’s alpha values indicate internal consistency across conceptual categories. Source: Author’s analysis using SPSS Version 28. Item-Total Statistics Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted Purchase Likelihood with Bright Colors 0.551 0.401 Purchase Likelihood for Eco-Friendly Packaging 0.502 0.457 Importance of Typography in Purchase 0.308 0.726 Importance of Heritage/Cultural Symbols 0.302 0.639 Importance of Brand Heritage 0.512 0.316 Impact of Foreign Branding on Trust 0.39 0.493 Importance of Eco-Friendly Packaging 0.453 0.842 Likelihood to Buy with Blockchain Verification 0.664 0.596 Likelihood to Buy from Sustainable Brand 0.675 0.582 Table 3. Descriptive Statistics of Consumer Attitudes Toward Packaging and Branding Features Note. Items rated on a 5-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree). Source: Author’s survey (2025). Item N Mean Std. Deviation Purchase Likelihood with Bright Colors 104 2.75 1.012 Purchase Likelihood for Eco-Friendly Packaging 104 3.34 1.12 Importance of Typography in Purchase 104 3.44 1.113 Purchase Likelihood for Modern Typography 104 3.4 0.961 Importance of Heritage/Cultural Symbols 104 3.23 1.176 Trust in Demerara Sugar with Heritage Messaging 104 3.64 0.965 Importance of Brand Heritage 104 3.35 1.003 Impact of Foreign Branding on Trust 104 3.39 1.028 Importance of Eco-Friendly Packaging 104 3.22 1.106 Likelihood to Buy with Blockchain Verification 104 3.5 0.975 Likelihood to Buy from Sustainable Brand 104 3.76 0.98 Valid N (listwise) 104 Table 4. Preference for Packaging Design by Gender Note. Percentages reflect within-group preferences. Source: Author’s survey (2025). Design Female Male Prefer not to say Minimalist 51.3 45.8 50 Vibrant 9.2 12.5 0 Traditional 17.1 16.7 33.3 Modern 22.4 20.8 16.7 Table 5. Sugar Type Preferences by Gender Note. Shows the distribution of sugar usage by gender. Source: Author’s survey (2025) Sugar Type Gender % Yes (Used) % No (Not Used) Rock Sugar Female 35.50% 64.50% Male 34.80% 65.20% Prefer not to disclose 33.30% 66.70% White Sugar Female 59.20% 40.80% Male 62.50% 37.50% Prefer not to disclose 50.00% 50.00% Yellow/Golden Sugar Female 9.20% 90.80% Male 0.00% 100.00% Prefer not to disclose 16.70% 83.30% Black Sugar Female 7.90% 92.10% Male 4.20% 95.80% Prefer not to disclose 16.70% 83.30% Regular Brown Sugar Female 55.30% 44.70% Male 20.80% 79.20% Prefer not to disclose 33.30% 66.70% Table 6. Sugar Usage Contexts by Age Group Note. Indicates the proportion of respondents in each age group reporting specific usage contexts. Source: Author’s survey (2025). Age Group Tea (%) Baking (%) Cooking (%) Not Purchased (%) 18–24 34.2 11 8.2 67.2 25–34 22.7 22.7 4.5 19.7 35–44 14.3 0 0 9.8 45–54 25 25 25 3.3 Table 7. Motivational Factors for Sugar Purchase by Age Group Note. Percentage of respondents citing each factor as necessary in purchase decisions. Source: Author’s survey (2025). Age Group Price Brand Reputation Packaging/Visual Flavor Health Country Certification Sustainability 18–24 75.3 58.9 35.6 57.5 47.9 5.5 17.8 6.8 25–34 54.5 45.5 36.4 68.2 22.7 4.5 4.5 9.1 35–44 57.1 71.4 14.3 57.1 42.9 14.3 28.6 14.3 45–54 50 50 25 25 75 0 25 25 Table 8 Regression Coefficients Predicting Sugar Purchase Frequency Note. N = 106. Standardised (β) and unstandardized (B) coefficients are shown. Source: Author’s regression analysis in SPSS Version 28. Predictor Variable B (Unstandardized) SE B β (Standardized) t p Constant 4.179 0.292 — 14.331 <.001 Purchase Likelihood with Bright Colors -0.1 0.074 -0.159 -1.355 0.179 Purchase Likelihood for Eco-Friendly Packaging -0.113 0.069 -0.197 -1.643 0.104 Importance of Heritage/Cultural Symbols 0.035 0.058 0.065 0.612 0.542 Trust in Demerara Sugar with Heritage Messaging 0.052 0.076 0.079 0.691 0.491 Likelihood to Buy from Sustainable Brand -0.053 0.075 -0.081 -0.699 0.486 Table 8. Regression Coefficients Predicting Sugar Purchase Frequency Note. N = 106. Standardised (β) and unstandardised (B) coefficients are shown. Source: Author’s regression analysis in SPSS Version 28. Predictor Variable B (Unstandardised) SE B β (Standardized) t p Constant 4.179 0.292 — 14.331 <.001 Purchase Likelihood with Bright Colors -0.1 0.074 -0.159 -1.355 0.179 Purchase Likelihood for Eco-Friendly Packaging -0.113 0.069 -0.197 -1.643 0.104 Importance of Heritage/Cultural Symbols 0.035 0.058 0.065 0.612 0.542 Trust in Demerara Sugar with Heritage Messaging 0.052 0.076 0.079 0.691 0.491 Likelihood to Buy from Sustainable Brand -0.053 0.075 -0.081 -0.699 0.486 Note. N = 106. Dependent variable: Frequency of sugar purchase. SE B = standard error of B; β = standardised coefficient. Table 9. Pearson Correlation Matrix Among Branding and Purchase Variables Note. p < .01 for coefficients marked with **. Negative correlation indicates an inverse relationship. Source: Author’s analysis of branding attitude correlations. Heritage Symbols Trust in Demerara Brand Heritage Foreign Brand Trust Symbolic Design Bright Colors Purchase Frequency Heritage Symbols 1 0.4 0.33 Trust in Demerara 0.4 1 0.463 Brand Heritage 0.33 0.463 1 Foreign Brand Trust 1 0.142 Symbolic Design 0.142 1 Bright Colors 1 -0.269 Purchase Frequency -0.269 1 Additional Declarations No competing interests reported. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7618150","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":603010459,"identity":"ebb93f90-a06d-4a06-8bcd-6c573e9ed9ba","order_by":0,"name":"Abike Jay Omotola Sadiq'ua Barker","email":"","orcid":"","institution":"Jiangnan University","correspondingAuthor":false,"prefix":"","firstName":"Abike","middleName":"Jay Omotola Sadiq'ua","lastName":"Barker","suffix":""},{"id":603010460,"identity":"497455ba-f634-4e66-88b6-f73968b08559","order_by":1,"name":"Youxin Wu","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA1klEQVRIiWNgGAWjYPACCQZ+BsYGBgYDGzvitUg2gLQUpCUTb4/BARD54RBIIwGVN3IMH/O2WeQZ30huewDUyMzAfvjoBgJajI15zkgUm91IbDdgMLjDx8CTlnYDnxazGzlm0jwVEonbzhxsk2AweMbMIMFjRoQWA4nEzT1gLYcZG4jTArRlA3sjkVrszzwrNpxzRiJxxvHGdoMEg7RkNkJ+kWxP3vjgbVtdYn8z+7MHH/7Y2PGzHz6GVwsDA4cBjMXGkAAmCQL2Bwgto2AUjIJRMAqwAQCcC0gg989VxgAAAABJRU5ErkJggg==","orcid":"","institution":"Jiangnan University","correspondingAuthor":true,"prefix":"","firstName":"Youxin","middleName":"","lastName":"Wu","suffix":""}],"badges":[],"createdAt":"2025-09-15 08:38:21","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7618150/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7618150/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":104343329,"identity":"16a5d22d-c846-4f3c-93ae-9db50ab21748","added_by":"auto","created_at":"2026-03-10 17:10:27","extension":"jpg","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":47190,"visible":true,"origin":"","legend":"\u003cp\u003eConceptual integration of branding identity, cultural sensitivity, and global trade strategy for cross-cultural branding of Guyanese sugar.\u003c/p\u003e","description":"","filename":"1.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/34a95de109839e1ff6fc398f.jpg"},{"id":104343371,"identity":"1512fc16-b71e-430f-8194-19c1db1e360f","added_by":"auto","created_at":"2026-03-10 17:10:35","extension":"jpg","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":142620,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eDistribution of Consumer Preferences for Branding and Packaging Features\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Bar chart visualising mean scores on key Likert-scale items.\u003c/p\u003e\n\u003cp\u003eSource: Author’s analysis using SPSS (2025)\u003c/p\u003e","description":"","filename":"2.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/cad143d65c364706cab64ec8.jpg"},{"id":104343287,"identity":"05657abf-712f-4749-ac5e-4b46266825a0","added_by":"auto","created_at":"2026-03-10 17:10:17","extension":"jpg","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":62025,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eSugar Usage Contexts by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Clustered bar chart showing reported use across tea, baking, cooking, and non-purchase categories.\u003c/p\u003e\n\u003cp\u003eSource: Author’s survey (2025).\u003c/p\u003e","description":"","filename":"3.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/98358df8416becbf211ba231.jpg"},{"id":104343388,"identity":"8ccf2397-587f-4bb0-85ff-01424c3ed0fb","added_by":"auto","created_at":"2026-03-10 17:10:43","extension":"jpg","order_by":4,"title":"Figure 4","display":"","copyAsset":false,"role":"figure","size":125051,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eSugar Type Preferences by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Bar chart displaying gender differences in sugar type usage.\u003c/p\u003e\n\u003cp\u003eSource: Author’s survey (2025).\u003c/p\u003e","description":"","filename":"4.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/764ac3c7df72fb96da26ff2d.jpg"},{"id":104343365,"identity":"ba82be19-8e0d-4513-b216-c6e0d07bbc42","added_by":"auto","created_at":"2026-03-10 17:10:34","extension":"jpg","order_by":5,"title":"Figure 5","display":"","copyAsset":false,"role":"figure","size":59321,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eSugar Usage Contexts by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Clustered bar chart showing reported use across tea, baking, cooking, and non-purchase categories.\u003c/p\u003e\n\u003cp\u003eSource: Author’s survey (2025).\u003c/p\u003e","description":"","filename":"5.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/3414538430e5ef89d86b9f32.jpg"},{"id":104343336,"identity":"c9473884-21e4-4cb3-b390-2443a5610332","added_by":"auto","created_at":"2026-03-10 17:10:28","extension":"jpg","order_by":6,"title":"Figure 6","display":"","copyAsset":false,"role":"figure","size":73825,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eMotivational Factors for Sugar Purchase by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. A stacked bar chart illustrates the percentage of respondents citing each factor (e.g., price, flavour, packaging, sustainability) as influential.\u003c/p\u003e\n\u003cp\u003eSource: Author’s survey (2025).\u003c/p\u003e","description":"","filename":"6.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/8ec6a3f1d1c83a83864000b9.jpg"},{"id":104343330,"identity":"868c4203-87f9-45dd-ba8e-3cec86cbe1d5","added_by":"auto","created_at":"2026-03-10 17:10:27","extension":"jpg","order_by":7,"title":"Figure 7","display":"","copyAsset":false,"role":"figure","size":34844,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eKey motivating factors for purchasing sugar across Chinese age groups, illustrating differences in price, health, certification, and brand appeal preferences.\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"7.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/65cc3a78f2542590e9fc5706.jpg"},{"id":104343291,"identity":"5d9f2c61-58e4-4c91-b8b0-7dd5f341e5ea","added_by":"auto","created_at":"2026-03-10 17:10:21","extension":"jpg","order_by":8,"title":"Figure 8","display":"","copyAsset":false,"role":"figure","size":77990,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eStandardised Regression Coefficients Predicting the Frequency of Sugar Purchase\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Visual representation of beta coefficients from the linear regression model.\u003c/p\u003e\n\u003cp\u003eSource: Author’s SPSS regression output (2025).\u003c/p\u003e","description":"","filename":"8.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/f04c9a09dee8f083f4b93387.jpg"},{"id":104343339,"identity":"bd4d097c-0b1d-4070-b52b-1e8419d5abfe","added_by":"auto","created_at":"2026-03-10 17:10:29","extension":"jpg","order_by":9,"title":"Figure 9","display":"","copyAsset":false,"role":"figure","size":53866,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eEssential Packaging Elements for Guyanese Sugar Branding in China\u003c/strong\u003e.\u003c/p\u003e","description":"","filename":"9.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/74992d50c36a9c3582f71ce7.jpg"},{"id":104343324,"identity":"890ebd60-cd34-4461-8764-212583186488","added_by":"auto","created_at":"2026-03-10 17:10:26","extension":"jpg","order_by":10,"title":"Figure 10","display":"","copyAsset":false,"role":"figure","size":69927,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eExperience design hierarchy model illustrating the layered structure of Guyanese sugar branding: from product-level design to narrative and trust-based experiences.\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"10.jpg","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/599eb6038f7b25d42a618ca7.jpg"},{"id":104343398,"identity":"b90ec55b-2d7b-4ad6-acd9-62b60210459a","added_by":"auto","created_at":"2026-03-10 17:10:49","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":3646254,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/a21fc59e-e9d9-43c4-9357-b65822d6cec0.pdf"},{"id":104343341,"identity":"f4c43144-101b-4749-b109-982c93fefa45","added_by":"auto","created_at":"2026-03-10 17:10:29","extension":"xlsx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":27177,"visible":true,"origin":"","legend":"","description":"","filename":"DataSetanalysisforresearch.xlsx","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/ac2309744a2ad45e4a21ebb4.xlsx"},{"id":104343326,"identity":"77f1aa0d-83ee-4f3e-b430-687c942eeccd","added_by":"auto","created_at":"2026-03-10 17:10:26","extension":"xlsx","order_by":2,"title":"","display":"","copyAsset":false,"role":"supplement","size":26588,"visible":true,"origin":"","legend":"","description":"","filename":"datasettranslated.xlsx","url":"https://assets-eu.researchsquare.com/files/rs-7618150/v1/e2eb171694dbacddd39bde6a.xlsx"}],"financialInterests":"No competing interests reported.","formattedTitle":"Designing Cross-Cultural Brand Identity: A Case Study of Guyanese Sugar in the Chinese Market","fulltext":[{"header":"1. Introduction ","content":"\u003cp\u003eThe history of Guyana's sugar industry illustrates the historical heritage and economic significance of Caribbean sugar production. Since colonial times, the industry has significantly contributed to Guyana’s economy, society, and identity as an important factor in economic development (Mohabir 2023). The sugar corporation has undergone enormous transformations, responding to technological advances, labour relations changes, and global demand fluctuations (Bronwen 2023). Sugar farming is deeply rooted in the social fabric of Guyanese society, impacting cultural practices, traditions, and communal interactions in areas where sugar production occurs. Despite its wealthy history, the Guyanese sugar industry has been plagued with numerous major problems in recent years, testing its viability and sustainability. The sugar industry faces serious challenges: international low prices, intense competition from other sugar-producing nations, and inefficiencies at home (\u003cem\u003eGuyana Chronicle\u003c/em\u003e 2009; T. B. Singh 2021). In the early 2000s, the European Union (EU) initiated reforms to its sugar policy that would affect sugar-exporting countries in the African, Caribbean, and Pacific (ACP) group, including Guyana (Chaplin et al. 2006). World Trade Organisation (WTO) rulings necessitated these, which declared the EU's preferential treatment of ACP countries inconsistent with international trade rules and the need to harmonise EU agriculture policy with growing global competition within the sugar industry (Chaplin et al. 2006). The EU 2009 abolished the Sugar Protocol, permitting ACP nations to export sugar to the EU at guaranteed levels over the world market prices (Chaplin et al. 2006). The abolition of this agreement had a tremendous impact on the Guyanese sugar industry, which depended on the EU market. According to the European Commission report (“Accompanying Measures for Sugar Protocol Countries 2011-13 | EEAS” 2012), the withdrawal of preferential access for sugar protocol countries (ACP) led to an immense loss of revenue for the exports of sugar, further deteriorating the economic maladies of the sector. To manage these issues, the EU compensated Guyana with money under the Accompanying Measures for Sugar Protocol countries (AMSP).\u003c/p\u003e\n\u003cp\u003eDue to such obstacles, Guyana’s sugar output must seek new markets (Gachot, Salvo, and Rondinone 2022). Guyanese sugar production and export earnings have dwindled in the last few years, primarily due to the closure of estates and deepening inefficiencies. T. B. Singh (2021) states that in addition to job losses due to estate closures and economic challenges, export volumes decreased by more than 30% between 2010 and 2020. Instead, the Guyanese sugar industry faces difficulties with archaic infrastructure, high production costs, and challenges in meeting the regulatory and branding requirements of new markets such as China. China is the most suitable option since it is one of the world's leading sugar importers, and there is considerable potential for future demand (Yang, Peng, and Qin 2023). Penetration of the Chinese market successfully necessitates a thoughtful approach to branding and visual communication (Polfuß 2020). Despite its economic value, there is a serious dearth of information on how Guyana develops and implements branding strategies for its agro-products, particularly sugar. This deficiency makes it difficult for policymakers and businesspeople to be aware of the effect of visual branding and packaging on overseas market consumers' perceptions. In addition, current research on agricultural trade is predominantly concerned with production and logistics, but seldom investigates how strategic branding can increase global market competitiveness. This research seeks to fill the gap by examining how visual design, packaging, and cultural adaptation can make Guyanese sugar more appealing to Chinese consumers.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThis study seeks to answer:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003eHow can visual communication and cultural narratives enhance the brand image of Guyana’s Demerara sugar for the Chinese market?\u003c/li\u003e\n \u003cli\u003eWhat visual design elements and cultural strategies influence Chinese consumer preferences for imported sugar?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThis study offers a platform for a cross-cultural branding strategy since no published information exists regarding the creation of Guyana's branding and any government attempt to penetrate the Chinese market. Appealing packaging, culturally relevant narratives, and creativity in design are essential to successful market entry (Saffira 2022). Cultural adaptation drives successful international branding, particularly in countries like China, where buyers associate certain design elements with quality and authenticity. Chinese consumer behaviour indicates a desire for minimalist but upscale packaging, colour symbolism (e.g., red and gold to signify prosperity), and strong product origin narratives (Shi and Jiang 2022). Guyanese sugar will require culturally relevant branding strategies to engage in this market, employing design tools aligned with Chinese market aspirations without losing authenticity. Colour palettes, typography selection, material selection, and storytelling techniques could make a product more appealing and distinguish it from the competition (N. Singh 2024). Reshaping Guyanese sugar is not a beauty exercise but a strategic one to increase its perceived value worldwide. Previous studies on commodity market branding (Spence and Van Doorn 2022) have established that good packaging and intentional storytelling can elevate a raw material to a premium product. Based on design thinking principles, this research examines how Guyana can use visual storytelling, typography, and sustainable packaging materials to create a visually appealing brand identity that will satisfy Chinese consumer needs.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1.2. Significance of Study\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis research has theoretical and practical applications in various disciplines, including branding research, cross-cultural business, economic development, and international trade. Contributing a critical foundation for future research on Guyanese branding practices, particularly in agriculture, by documenting branding processes, consumer attitudes, and cultural design factors that may affect Guyanese product exports to foreign nations. It explores the impact of branding and visual communication on consumer engagement as a basis for further research on branding strategies for Guyana’s agricultural exports, assuring sustained academic and industrial relevance.\u003c/p\u003e\n\u003cp\u003eFrom a cross-cultural standpoint, this study offers greater insight into how Global South agricultural exports can acclimate to world markets, specifically in globalised and culturally pluralistic environments such as China (Yueh and Zheng 2019). This research highlights the significance of visual communication, cultural consistency, and narrativity in agricultural advertising, which is underappreciated in light of branding in industrial or tech-related industries. The results will guide Guyanese farmers towards enhancing their branding campaign and serve as a model for other Caribbean and small developing nations planning to diversify their agricultural exports (Mo and Chee 2021; Munteanu 2024). Encouraging design-driven economic growth demonstrates how outstanding visual communication can increase marketability and value perceived by the product. Whether one can successfully rebrand and reposition Guyanese sugar using strategic branding techniques can open doors to improved revenues, widened access to the markets, and improved economic resilience for the Guyanese sugar sector (del Castillo Puente, 2024; Affonso \u0026amp; Janiszewski, 2022). This study emphasises the value of design as an economic driver, revealing how branding and packaging improvements help turn raw inputs into high-quality, competitive products for the marketplace.\u003c/p\u003e\n\u003cp\u003eChina's One Belt, One Road (OBOR) initiative offers the emerging economies of Guyana enormous trading potential. As China is the largest customer for sugar imports, China demands more high-standard, ethically sourced, brand-named agricultural produce (Chaisse and Matsushita 2018). The OBOR framework facilitates trade between China and the Global South. However, if Guyana’s sugar is to capitalise on these opportunities, it must adapt to China's consumer culture, regulatory environments, and cultural brand preferences.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe research provides actionable recommendations on positioning Guyana in China's emerging sugar market by brand and design-driven business models, significantly contributing to branding, economic development, and international business. It fills the knowledge gap regarding branding strategies in Guyanese agriculture, proposes design-driven solutions to agricultural export, and analyses cross-cultural market entry strategies. It gives theoretical contributions and empirical insights into global branding literature to policymakers and business firms. The study provides a valuable reference to other developing countries that want to rebrand agricultural exports to culturally different markets, primarily through the OBOR, as branding across cultures is key to gaining access to Chinese consumers.\u003c/p\u003e"},{"header":"2. Literature Review ","content":"\u003cp\u003eThe literature explored in this paper expands on the theory and practice of cross-cultural branding and, more particularly, how it applies to agricultural exports like Guyanese Demerara sugar to China. Drawing on seminal works such as (De Mooij and Hofstede 2010) and (Eisingerich and Rubera 2010), the review explains how cultural values, emotional resonance, and brand narrative are key to success in branding across cultures. It identifies key strategies like cultural sensitivity, adaptive brand positioning, consumer involvement, and heritage narratives in building consumer trust. The literature also mentions the growing importance of branding in agrifood exports, especially to competitive markets where differentiation is crucial. Theories and case studies point to geographic indicators, sustainability messaging, and digital tools like QR codes and blockchain as new modes of enhancing brand attractiveness and authenticity. However, there are significant gaps in the literature. These include a lack of research on agricultural branding (as opposed to corporate branding), limited knowledge about Chinese consumer attitudes towards foreign sugar brands, and a shortage of low-budget branding strategies for small exporters. Specifically, there is no research on how Guyanese sugar has been or could be branded for China. This justifies the aim of the research in creating a culturally adaptive branding strategy for Guyana’s Demerara sugar that aligns its Caribbean identity with Chinese aesthetic tastes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.1. Cross-Cultural Branding in Agriculture\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.1.1. How Cross-Cultural Branding Works and Why It is Important for Global Trade\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eCross-cultural branding entails systematically adapting a brand's image and message to suit the target markets' cultural norms, beliefs, and behavioural patterns. (De Mooij and Hofstede 2010) Cross-cultural branding must consider deeply rooted cultural dimensions like individualism vs. collectivism, power distance, and uncertainty avoidance, which affect how people perceive and engage with brands. The authors argue that translational advertising alone is insufficient for effective cross-cultural branding. It requires comprehension of various cultural nuances and taking flexible marketing approaches. This argument is supported by Eisingerich and Rubera's (2010) study of cross-cultural brand commitment. East Asian high-context cultures prioritise long-term brand relationships over Western European and North American low-context cultures, where the emphasis is on short-term gains. The authors also recognised that cross-cultural branding is more than just language translation; it involves synchronising feelings and attitudes in line with the dominant expectations within the specified culture. In this conversation, Schroeder, Borgerson, and Wu (2015) \u0026nbsp;contribute value regarding brand culture. The authors felt that the key aspect of branding is positioning brands within the host nation's culture instead of necessarily product differentiation. The authors' research establishes that powerful brands are cultural icons reflecting and affirming social values.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.1.2. Key Concepts of Cross-Cultural Branding for International Markets\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis research defines several key concepts concerning the implementation of cross-cultural branding. De Mooij and Hofstede (2010) noted that understanding consumer behaviour and cultural values is crucial to avoid misalignment. This places importance on the need for cultural sensitivity in this area. Schroeder, Borgerson, and Wu (2015), more recently, cover brand legitimacy and local resonance, and describe that customers are more engaged through trust developed by stories and heritage-based branding. Another important notion is adaptive brand positioning, which was addressed by (Talay, Townsend, and Yeniyurt (2015). They maintain that ideal branding approaches balance global brand consistency and local adaptation. Eisingerich and Rubera (2010) stressed the importance of consumer co-creation and engagement, illustrating that involving local consumers in brand creation improves cultural legitimacy. Additionally, Safeer, He, and Abrar (2020) discuss strategic market segmentation and illustrate how the selection between global, regional, and hybrid brand strategies can more effectively position a brand in various cultural contexts.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.2. The importance of agricultural exports in competitive markets\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eBranding is one of the most important ways in which agricultural products differentiate themselves in competitive world markets. Talay, Townsend, and Yeniyurt (2015) \u0026nbsp;posit that brands with substantial global positioning fare well in the marketplace because they generate trust, value products, and keep customers. Using examples of luxury brands, Schroeder, Borgerson, and Wu (2015) indicated the importance of brands using cultural heritage. They concentrate primarily on primary fashion and lifestyle brands. It can also assist in agricultural branding since heritage-based marketing is successful for wines, coffee, and organic produce.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.3. Common Issues Associated with Branding in Agricultural Exportation in Various Cultural Regions\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThere are several obstacles to the success of cross-cultural branding of agricultural exports. As Safeer, he, and Abrar (2020) have demonstrated, cultural fit differences could lead to differences in a brand's perceptions across markets, implying a lack of effective global branding strategy. According to Eisingerich \u0026amp; Rubera (2010), agricultural products might be considered commodity products with no differentiation, thus making them less competitive. Safeer, He, and Abrar (2020) deal with the regulatory and certification challenges in agricultural export branding. Their research indicates that food labelling regulations and geographical indications can either support or hinder branding initiatives, depending on demand from the market.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.4. Cultural adaptation to effective farm branding.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eCultural adaptation is essential for a brand's global growth. Safeer, He, and Abrar (2020) indicate that brands viewed as culturally suitable tend to attract consumers' trust. In their research, De Mooij and Hofstede 2010) show that adapting advertising strategy makes consumers relate to it. Agricultural exporters must create messages, develop marketing strategies, and develop strategies suitable to the local values and ambitions. Culturally-focused considerations need to be considered when looking closely at the Chinese market. Shi and Jiang (2022) discussed the ideas behind red and gold representing prosperity and luck, while minimalist packaging suggests premium quality. They also discuss how clean typography is linked to authentic and trustworthy branding. These cues can inform whether or not a foreign food brand is perceived positively by consumers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.5 Differentiating Strategies for Agricultural Products\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eConsumer brand studies have helped identify various avenues for differentiating agriculture that may be used. Schroeder, Borgerson, and Wu (2015) illustrate how protected brands like Champagne, Parmesan, and Jamaican Blue Mountain Coffee make items seem to be of superior quality. This is because they utilise geographical indications as well as provenance branding. Castro Balaguer and Sáiz (2020) illustrate in their paper how emotional and cultural narratives may help one feel more emotionally attached to agricultural brands. Talay, Townsend, and Yeniyurt (2015) explain that hybrid branding models, which integrate corporate and regional branding elements, offer businesses a competitive edge through global and local appeal.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.6 Digital marketing and sustainability in agro-export branding\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eMore recent studies have discussed how digital technology, including sustainability messaging, plays a role overall in creating trust in food products. While (Yueh and Zheng 2019) discuss the idea of using QR codes and storytelling to create authenticity, (Chaisse and Matsushita 2018) discuss the ideal of OBOR markets wanting traceability and ethical sourcing when it comes to products (especially where QR codes, blockchain practices, and country-stated eco-friendly packaging ideas come into play). However, little research has examined how these general ideas apply specifically to international agricultural exports from smaller producers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 1. Conceptual integration of branding identity, cultural sensitivity, and global trade strategy for cross-cultural branding of Guyanese sugar.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.7. Research gaps and possibilities for future research were identified.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eMost of the literature on cross-cultural branding is excellent, yet not many explicitly address agricultural exports or Guyanese sugar. Since most studies examine consumer goods, we need branding strategies for agricultural exports. Moreover, few studies address how Chinese consumers view the branding of imported agricultural products, so market entry plans are in limbo. Most branding studies are done on large companies with substantial financial resources; therefore, small and medium-sized agricultural exporters cannot benefit from low-cost branding mechanisms. Electronic branding and packaging are discussed in the literature, but cannot be applied to farm exports. Studying how QR codes, blockchain authentication, and interactive packages affect consumer trust is important. Sustainable packaging changes customers' behaviour, but less is known about the psychological determinants of trust and the intention to buy sustainably packaged agricultural produce. Many do not understand branding and market access barriers like tariffs, entry specifications, and regulatory compliance. It is general knowledge that cultural symbols are utilised in luxury branding but not in farm branding, especially in cross-cultural markets like China. This study considers a cross-cultural branding strategy for Guyanese sugar in China to compensate for these shortcomings. However, Guyana's efforts at global brand development are untested, posing possible challenges.\u003c/p\u003e\n\u003cp\u003eIn contrast to more active agricultural exporters, Guyana lacks branding, prior marketing, or case studies. Nothing exists to market Guyanese sugar in China, so a branding strategy needs to be developed from scratch. Guyanese sugar is defined by stories of its history, eco-friendly packaging, and vibrant branding, but Chinese design trends make it challenging to integrate. Caribbean exports are vibrant and customer-oriented, whereas Chinese consumers embrace minimalist, symbolic, and culturally pertinent branding as shown in Figure 1. Guyanese sugar must learn to retain its identity and integrate into the Chinese market to establish its brand and win Chinese consumers' acceptance. As the title of the paper suggests, this study explores branding challenges. Future research should include consumer testing, empirical studies, and policy trade analysis to determine how branding, digital technology, and sustainability can improve Guyanese sugar's competitiveness globally.\u003c/p\u003e\n\u003cp\u003eIn conclusion, while cross-cultural and branding literature provide practical frameworks, it was highlighted that there were limited works detailing branding strategies for agricultural exports for small producers from Global South countries targeting the China market, which was further highlighted by works failing to discuss low costs for branding and digital tools, such as blockchain or QR codes that small producers can use to create consumer trust in the agricultural commodity. This study will propose a culturally adapted branding framework for the Guyanese brand for sugar into sugar.\u003c/p\u003e"},{"header":"3. Research Design","content":"\u003cp\u003eThe quantitative and descriptive research uses a systematic questionnaire to analyse Chinese consumers' attitudes, preferences, and trust indicators toward Guyanese Demerara brown sugar. The primary purpose is to study the impact of visual communication, packaging, sustainability cues, and origin-based storytelling on purchase intention in China. Due to the lack of previous studies on the niche product and concern with the branding issue of entering a new market, a survey approach was preferred to obtain a first-hand understanding of consumer behaviour.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.1. Sampling Method\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eA non-probability convenience sampling technique was employed due to the issues concerning linguistic and cultural access and the exploratory character of the investigation. The surveyed subjects were urban Chinese consumers between the ages of who were selected based on their previous shopping experience for sugar or other foodstuffs. WeChat and XiaoHongShu were used to send questionnaires among college communities, food lifestyle communities, and city-dwelling local forum communities with a food buying history, data were collected online from 16 February to 5 March 2025. With the impending tsunami of health awareness and brand interaction among young Chinese consumers, this study targets the 18–34 age segment as the focus market for all future branding and design efforts. Their psychographics are particularly insightful given their vast exposure to the new media, openness to imported foodstuffs, and influence on consumer culture today. There were 104 usable surveys. While the sample is not statistically representative of the greater Chinese population, it does provide context-specific information well-suited for this preliminary phase. The findings are a preliminary dataset for subsequent, larger follow-up studies. Usage of convenience sampling was chosen due to the exploratory nature of this project and the practical limitations in sourcing a larger sample. This did limit the generalizability of the findings but provided some valuable foundational insights in the early stages of what we hope will be larger-scale, follow-up studies.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.2. Research Instrument\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe study employed a formally designed questionnaire containing thirty closed questions that were well-crafted to elicit the response of Chinese consumers of Demerara brown sugar produced in Guyana. It inquired about five major thematic issues: demographic influences, purchasing behaviour of sugar, visual identity and attitude towards packaging, consumer attitude and narrative, and sustainability attitudes and digital value additions to the brand. Demographic questions provided data on variables like age, sex, education level, income, and location. The question about sugar consumption was designed to ascertain how often sugar is used, what forms of sugar are bought most, and how well-known foreign brands of sugar are. The second question probed visual brand appeal, such as colour connotation, typeface, imagery, and responsiveness to green packaging. The fourth question probed some influencing factors of consumer trust, such as foreign brand attitudes, heritage, origin-story relevance, and concern for ethical products. The last portion experienced consumers' response to sustainability initiatives and digital branding innovation, e.g., reactions to packaging features like QR codes, blockchain certification, and environmental labels. To provide a questionnaire translated into Simplified Chinese and provide linguistic precision and cultural awareness adapted to local needs and terminology. Examples that were typically employed, such as Taikoo's Golden Sachets, were utilised so that it was simple to recognise and dispel misconceptions regarding brown, yellow, and golden types of sugar. Questionnaires comprised five-point Likert scales, multiple-choice questions with up to three options, and binary response categories (such as unsure), enabling quantitative analysis. The questionnaire design was based on prior literature on cross-cultural branding, agricultural marketing, and Chinese consumer preferences (De Mooij \u0026amp; Hofstede, 2010; Shi \u0026amp; Jiang, 2022). The items were piloted with 3 Chinese consumers to check for clarity, translated into Simplified Chinese, and a native speaker reviewed the cultural and linguistic appropriateness.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.3. Data Analysis\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eData were entered, coded, and cleaned with IBM SPSS Statistics Version 28. Various statistical tests were used to test the correlation between consumer attitudes, brand considerations, and demographics. Descriptive statistics were initially used to provide a summary of the data. Frequencies and percentages were computed for categorical variables like preferred sugar types and sources of brand trust. Means and standard deviations were also obtained for Likert scale ratings of attitudes toward green packaging, appearance, and narratives. Internal consistency among items in the Likert scale group for variables of packaging appeal and narrative impact was established using reliability analysis through Cronbach's alpha. Next, cross-tabulation using chi-square tests examined the relationships between key demographic variables (e.g., income, age, and gender) and consumer attitudes towards origin labelling or packaging appearance. Correlation analysis (Pearson's or Spearman's, depending on the data type) was also used to ascertain the strength of the relationships between sustainability concerns, foreign brand trust, and purchase intention. These methods were utilised to determine statistically significant trends and the impact of branding and visual communication on the attitudes of the target consumer.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4. Ethical Issues\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe present study followed ethical principles in research among human subjects within the social sciences community. Before participating in the study, the participants were informed that the research was conducted by a master's student at Jiangnan University for academic purposes. Participants were informed that completing the questionnaire would last five to seven minutes. There was also a notice of informed consent at the outset of the survey, indicating that volunteer response was requested, answers would be confidential and anonymous, and personally identifiable information would not be collected. The note further stated that the data collected would be used only for academic report work and analysis, not for commercial or outside release. All the relevant data was stored appropriately, with access only to the researcher. The research had no foreseen physical, psychological, or economic damage to the respondents. The institutional guidelines provided a model for moral data handling and storage throughout the study.\u003c/p\u003e"},{"header":"4. Findings","content":"\u003cp\u003eIBM SPSS Statistics Version 28 was used to perform descriptive, reliability, and inferential statistical analyses on the survey data to evaluate consumer preferences and branding perceptions of Guyanese Demerara sugar in the Chinese market. The respondent’s demographic profile is presented in Table 1.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 1. Demographic Characteristics of Respondents (N = 104)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.1. Reliability and validity\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 2. Reliability Statistics for Branding and Packaging Constructs\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eReliability analysis used Cronbach's alpha to assess the internal consistency of the categorised Likert-scale items relevant to attitudes towards branding and packaging. As can be seen in Table 2, Cronbach's alpha values for the three main conceptual clusters ranged from 0.586 to 0.759, indicating a moderate internal consistency. The set of variables relating to sustainability and digital trust, specifically the significance of eco-friendly packaging, the likelihood of buying with blockchain authentication, and the likelihood of buying from a sustainable brand, had the highest alpha coefficient (.759), reflecting a significant level of consistency among the items measuring consumer trust in ethical and transparent branding initiatives.\u003c/p\u003e\n\u003cp\u003eProducts clustered under visual branding preference categories, like Purchase Likelihood for Bright Colours and Typography Importance, yielded lower alpha coefficients (α = .637), reflecting a moderate but lower internal consistency level. Likewise, items assessing brand heritage and cultural perception yielded the lowest levels of reliability (α = .586), perhaps because of greater variability in consumer interpretations of heritage across various cultural settings. Importantly, all items' item-total correlations after adjustment met the minimum of 0.3 requirement, justifying the retention of all the measured items for analysis. Nevertheless, items with weaker correlation coefficients (e.g., Importance of Typography, r = .308) may be worth pursuing in future studies to further enhance the measurement model.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.2. Descriptive Statistics and Consumer Descriptive\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 2. Distribution of Consumer Preferences for Branding and Packaging Features\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAn analysis aimed to explore the central tendencies and dispersion of consumers' attitudes towards packaging, brand heritage, and trust dimensions of Guyanese Demerara sugar. All participants rated the item scale (1 = Strongly Disagree to 5 = Strongly Agree), and data from 104 valid respondents were analysed. As seen in Table 3 and plotted in Figure 2, most items relating to branding and purchasing attitudes were endorsed above the midpoint value of 3.0, reflecting a moderate to high degree of agreement among the sampled participants. The most decisive item receiving influence on Chinese consumers' buying behaviour from a sustainable brand\" (M = 3.76, SD = 0.98), followed closely by \"Trust in Demerara Sugar with Heritage Messaging\" (M = 3.64, SD = 0.97). These results underscore the priority that Chinese consumers place on ethical origin and cultural storytelling when considering the purchase of foreign agricultural goods.\u003c/p\u003e\n\u003cp\u003eAt the other end of the scale, the \"Purchase Likelihood with Bright Colours\" was the lowest-rated mean (M = 2.75, SD = 1.01), suggesting that bright packaging alone cannot influence consumer purchase behaviour. On the positive side, clean and readable typography rated highly in preference (M = 3.40, SD = 0.96) and importance (M = 3.44, SD = 1.11). Heritage aspects are a visual preference for clean, modern design over cluttered or old-fashioned appearances. In terms of cultural symbolism, the significance of brand heritage (M = 3.35, SD = 1.00), foreign branding's influence on trust (M = 3.39, SD = 1.03), and significance of heritage/cultural symbols (M = 3.23, SD = 1.18) were all moderately rated, indicating some diversity in consumer attitudes towards cultural facets in differing branding contexts. Interestingly, heritage narratives about Demerara sugar were well received, suggesting that well-crafted stories can promote greater trust. The dimensions of sustainability and digital trust, together with eco-friendly packaging (M = 3.22, SD = 1.11) and eco-friendly design-based purchasing willingness (M = 3.34, SD = 1.12), received strong preference. The combination of blockchain verification (M = 3.50, SD = 0.98) and sustainable brand loyalty (M = 3.76, SD = 0.98) received the highest scores, which indicates that digital transparency and sustainable values strongly appeal to younger and socially conscious consumers. The descriptive analysis indicates that although aesthetic features such as bright colour may have a marginal influence, ethics, heritage, digital openness, and sustainability are principal drivers of purchase interest in Guyanese Demerara sugar among Chinese consumers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 3. Descriptive Statistics of Consumer Attitudes Toward Packaging and Branding Features\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.3 Cross-tabulation of Gender and Preference for Packaging Design\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 3. Preference for Packaging Design by Gender\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 4. Preference for Packaging Design by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe chi-square test revealed that gender did not significantly influence the popularity of different packaging design styles, such as minimalist, colourful, traditional, and modern. As displayed in Table 4and Figure 3, 51.3% of women and 45.8% of men preferred minimalist design, which indicates that gender does not significantly influence its popularity. No significant gender correlation with the liking for colourful design was found in the study, as only 9.4% of the respondents marked \"yes\" for the design. While males were slightly more interested than females, the correlation is not strong and is non-statistically significant. The traditional packaging also did not reveal any gender difference, and most respondents, irrespective of gender, liked traditional packaging. Contemporary design endorsement was greater among females (22.4%) compared to males (20.8%), but the general response rate remained low (16.7%). Packaging aesthetics per se, like vibrancy or traditional cues, could have constrained gender-based differentiation of appeal among Chinese consumers for foreign sugar goods, mirroring an expanding cross-gender convergence in visual taste within worldwide product markets.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e4.4.\u0026nbsp;\u003c/em\u003e\u003c/strong\u003e\u003cstrong\u003eCrosstabs and Chi-Square Analysis: Sugar Type Preferences by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 4. Sugar Type Preferences by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 5. Sugar Type Preferences by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe distribution of the favoured type of sugar by gender group, such as female, male, and those who did not want to give it out, was examined in a cross-tab. The five types of sugar mentioned were rock sugar, white sugar, yellow/golden sugar, black sugar, and regular brown sugar, as shown in Figure 3 and Table 5. Rock sugar was consumed by 35.2% of the total sample, with almost equal consumption between genders. Most widely consumed was white sugar, as indicated by 59.4% of respondents overall. Most consumption was among males (62.5%), females (59.2%), and 50% of undisclosed individuals were close in consumption. Such consistency points to white sugar as a staple regardless of demographic divisions. Yellow/golden sugar presented a stark gender split, with just 7.5% of the total sample reporting use, with all positive responses from females (9.2%) and one non-disclosed response (16.7%). Black sugar reflected the low uptake of yellow/golden sugar, with just 7.5% overall uptake. The most polarised gender split was found with regular brown sugar, with more than half of female respondents (55.3%) reporting using this type of sugar, compared to just 20.8% of males.\u003c/p\u003e\n\u003cp\u003eChi-square statistics most likely underlie statistical significance, at least for brown sugar and possibly for yellow sugar, due to the self-evident gender distribution patterns. The findings offer valuable implications for market segmentation strategies. Though white sugar is favoured, product promotions specific to female consumer segments will work best for brown and golden sugar types.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 6. Sugar Usage Contexts by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eCrosstabulations were also carried out to assess sugar use in four different contexts. As shown in Table 6 and Figure 4, it was discovered that the most frequent application was in the form of tea usage, and the highest percentage (34.2%) occurred in the 18-24-year-olds. The most frequent sugar usage in baking (22.7%) occurred among the 25-34-year-olds and might indicate a relationship to lifestyle factors or increasing cooking trends within this age bracket. However, none of those in the 35-44 age group reported use of sugar for baking or cooking, and overall use across all uses was low. There was moderate but even use within the 45-54 age group across all uses. Non-purchase frequencies were most common among the age group of 18-24 (67.2%), as many people within this age bracket have not had direct purchases, perhaps through sharing in the home or interest with no brand conversion. The non-purchase trend decreased sharply with age. The findings indicate that although young consumers are more receptive to trying out Demerara sugar, it has yet to gain repeated buying behaviour.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 5. Sugar Usage Contexts by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.5. A cross-tabulation and chi-square test of associations between age groups and key purchasing motivations of Sugar\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 6. Motivational Factors for Sugar Purchase by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 7. Motivational Factors for Sugar Purchase by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 7. Key motivating factors for purchasing sugar across Chinese age groups, illustrating differences in price, health, certification, and brand appeal preferences.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eA cross-tabulation and chi-square test were conducted to explore associations between age categories and the most significant purchasing motives for sugar foods as displayed in Table 7 and Figures 6 and 7, and it was discovered that consumer priorities are highly influenced by age. The youngest respondents (18-24) were the most price-sensitive, with 75.3% citing it as a significant purchasing factor. Brand image was valued across all age groups. However, the majority endorsement was with 35-44-year-olds (71.4%), suggesting middle-aged consumers may make purchase choices to a greater extent on trust and familiarity with brands. Visual attractiveness and packaging were not a top priority for any age group, suggesting that beauty could not influence purchases strongly for this product category.\u003c/p\u003e\n\u003cp\u003eFlavour/quality was highest on the list of motivators for the 25-34 group at 68.2%. This age group might have taste as a vital differentiator because they are experiential eaters or lifestyle seekers who care more about quality than price. Health-focused attributes (e.g., organic, non-GMO) topped the 45-54 age group list at 75%, with them identifying it as a priority.\u003c/p\u003e\n\u003cp\u003eCountry of origin was the least influential attribute across all age groups, with only 5.7% of respondents considering it when purchasing. Interest in certification was variable, with the 35-44 age group (28.6%) being most interested in this attribute. Sustainability had little influence overall, but 25% of 45-54-year-olds cited it as a consideration, showing that environmental awareness gradually increases with age, though still a second priority to health or taste, as seen in Figure 6 and Table 7.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4. 6. Standardised Regression Predicting the Frequency of Sugar Purchase\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 8. Standardised Regression Coefficients Predicting the Frequency of Sugar Purchase\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 8. Regression Coefficients Predicting Sugar Purchase Frequency\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eMultiple regression using linear predictors was used to identify whether varied factors of consumer attitudes can help forecast sugar frequency purchases. These predictors were: liking bright colours, ecological packaging sustainability, symbolic significance of cultural symbols or heritage, trust in Demerara sugar when emphasising heritage, and willingness to purchase from an ecologically sustainable brand, as seen in Figure 8 and Table 8. The regression model was found to be statistically significant, F(5, 100) = 2.39, p =.043, which meant that collectively, the five brand perception traits accounted for approximately 10.7% of the variation in how often respondents purchase sugar (R² =.107). Although this figure is relatively low, it implies that the perceptions of branding are statistically significant but make a minor contribution to purchasing.\u003c/p\u003e\n\u003cp\u003eHowever, when examining the various predictors, each was not statistically significant (all p \u0026gt; .05). That is, no single variable in and of itself independently predicted purchase frequency to the extent of being differentiated once the other factors were accounted for. However, there are solid directional tendencies to be recognised: customers exhibiting a greater propensity to buy sugar with green or colourful packaging tended to buy sugar less often, although these effects were not statistically significant.\u003c/p\u003e\n\u003cp\u003eOn the other hand, higher heritage message trust, higher valuation of cultural symbols, and an expressed preference for sustainable companies exhibited a weak positive marginal association with purchase frequency; however, these associations were statistically insignificant. The evidence shows that although branding attributes like colour, cultural symbolism, and sustainability messaging can drive sugar purchasing behaviour, their aggregate effect is minimal, and no single factor seems to drive frequent buying independently. Other variables outside this model, such as price, availability, or product quality, have the potential to make a big difference in consumer behaviour.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.7. Correlation Matrix Among Branding and Purchase Variables\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 9. Pearson Correlation Matrix Among Branding and Purchase Variables\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert table here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eA set of Pearson and Spearman correlation tests conducted among 104 respondents produced moderate positive correlations between heritage-based brand measures and consumer trust and liking, as shown in Table 9. Significance of heritage/cultural symbols and trust in Demerara Sugar with heritage messaging were positively correlated, and the highest correlation occurred between trust in Demerara Sugar with heritage messaging and the importance of brand heritage. Individuals interested in cultural or heritage branding will be more inclined to believe in Demerara sugar when such messaging is promoted and perceived as necessary. There is only a weak, nonsignificant relation of foreign branding to cultural symbolism and trust, indicating that, by itself, cultural symbols are unrelated to the perception of the source of brands being trustworthy. There is a strong and negative relationship between the frequency of sugar purchases and the likelihood of purchases of bright colours. This implies a strong proposition suggesting that frequent purchasers of sugar prefer quality and familiarity over colour considerations. These findings highlight the importance of heritage-based communication and trust building by cultural authenticity in involving consumers, particularly those concerned about brand tradition and symbolism. Visual strategies like vivid colours are more attractive to less regular customers or new market entrants. In contrast, foreign branding must be well-balanced with local cultural signs to build trust.\u003c/p\u003e"},{"header":"5. Discussion","content":"\u003cp\u003eThe study analysed how visual communication, cultural symbolism, and eco-friendly packaging influence Chinese consumer perceptions of Guyanese Demerara sugar. The findings illustrate that while visual aesthetics such as bright colours have minimal persuasive power, brand campaigns emphasising ethical production, cultural narrative, and digital transparency are far more compelling. This supports earlier theories by De Mooij and Hofstede 2010) and Schroeder, Borgerson, and Wu 2015) that emphasise brand legitimacy and cultural resonance as central to cross-cultural brand success. As an answer to the first research question, the results show that Chinese consumers are most influenced by visual design cues that express sustainability, heritage, and clarity. The preferences include clean typography, minimalistic compositions, and culturally relevant packaging. Bright or bold colours were the least effective purchase intent drivers, especially for regular purchasers of sugar, who appreciate brand trust, story clarity, and environmental issues. Packaging with sustainable materials, blockchain authentication, or QR code transparency significantly increased consumer trust and purchase intention, particularly in younger and tech-savvy consumers. Figure 9 includes central elements like heritage signifiers, uncluttered typography, colour culturally relevant to local Chinese tastes, sustainable materials, and a QR-code-based storytelling approach to meet Chinese consumer life-stage demands.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 9. Essential Packaging Elements for Guyanese Sugar Branding in China\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn light of the second research question, this research suggests that Guyanese sugar can be rebranded for the Chinese market under a culturally adaptive strategy that ensures Caribbean authenticity with appeals to local visual expectations. This includes using minimalist pack forms with symbolic, subtle cultural signifiers, e.g., refined typography, red and gold colour accents, and narrative connection to Guyana's sugar history and moral sourcing. Heritage storytelling was linked positively to consumer trust and quality perception, suggesting that a communicated origin story can differentiate even commodity products. Demographically, younger consumers (18–24) were highly price-sensitive with little brand loyalty, implying entry strategies like promotional pricing and value framing for the initial entry. Middle-aged consumers (25–44) were more influenced by flavour, brand image, and heritage, likely an appealing target for loyalty-building programs. Older consumers were more health and sustainability-conscious, implying an opportunity for niche product lines (e.g., organic or non-GMO Demerara Sugar).\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eOn a practical front, Guyanese producers and policymakers must embrace design thinking as a tool for export strategy. Visual branding alone does not guarantee frequent purchases. Regression analysis shows that it explains only 10.7% of purchasing variance. Branding, nevertheless, is key to perception creation, trust generation, and unlocking market entry opportunities. Visual identity must be paired with strategic pricing, targeted distribution, consumer education, and partnership with Chinese retailers to convert interest into purchase action.\u003c/p\u003e\n\u003cp\u003eBased on these findings, we propose that Guyanese sugar should incorporate packaging and branding strategies that incorporate a blended approach of embracing Caribbean heritage with acceptable and understandable Chinese cultural expectations. This could include clean and minimalist packaging with typography style, in limited amounts, the use of red and gold flash or justification, and the use of QR codes, which contain links to Sugar's origin story and sustainability credentials. To implement these methodologies, Guyanese producers and policy advisors could run pilot programs to test culturally adapted packaging styles in the Chinese retail setting. Pilot prototypes might be done with Chinese supermarket chains such as Hema Fresh, Suning China, and/or on online marketplaces such as JD.com, etc. Representing normal operational conditions, consumer feedback could be gathered through in-store surveys, online product reviews, or effectiveness mini-questionnaires using QR codes on products. Local design firms in China might be engaged accordingly to help address contemporary Chinese design modalities while accommodating Caribbean cultural heritage. These activities would allow for ongoing iterative improvement of packaging and messaging before entering the entire market and reduce risks while maximising the likelihood of entering Chinese marketplaces.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;It would be possible to create storytelling using packs with images, written vignettes, or info that can be used with the packs through hyperlinks or social media. The implications for Guyanese sugar, arising from this new research, include strong preferences for heritage storytelling and environmental behaviour depicted in Figure 10, which reflect the origins of cultures with social and ecological values in China, for example, the Confucian values of respecting history, and working collectively and taking responsibility for the social and physical environment in surroundings. The principles of new ethical brands are represented in impactful and culturally sensitive brands that build familiarity and transparency in the brand relationship.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFigure 10. Experience design hierarchy model illustrating the layered structure of Guyanese sugar branding: from product-level design to narrative and trust-based experiences.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[Insert figure image here]\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e5.1. Limitations\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe sample size in this research (n = 104) was determined through convenience sampling of Chinese urban, educated consumers. The findings are thus unlikely to be generalizable to wider rural or older age cohorts. In addition, hypothetical choice instead of observed market behaviour was utilised in the research, and no actual packaging prototypes were evaluated. It is also worth considering that cultural meanings placed on design features can evolve or differ between regions. Future research should compare the findings in other countries or areas, such as ASEAN and the EU, and evaluate actual brand and packaging prototypes under experimental conditions. With the growth of digital marketing channels in China and the potential use of e-commerce, the study of using platforms such as WeChat needs to be examined more deeply.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e5.2. Future Research\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eSubsequent studies should involve experimental testing of authentic packaging designs, with consumer reactions to varied visual strategies. Qualitative or focus group interviews would enhance knowledge of the cultural meanings and affective cues informing design decisions. Comparative examinations with other Global South exporters would enable the model's extension and development of branding strategies for new market entrants. Finally, policy-related research on trade facilitation, certification systems, and e-commerce connectivity would help permit complete market entry.\u003c/p\u003e"},{"header":"6. Conclusion","content":"\u003cp\u003eThis research contributes to cross-cultural branding studies by examining a lesser-researched product and export setting. It demonstrates that culturally aware, ethically driven, and aesthetically sophisticated branding has the potential to enable Guyanese sugar penetration into the Chinese market. Guyanese producers can reinvent Demerara sugar from merely a commodity by uniting Caribbean heritage and Chinese expectations in design and combining trust drivers like sustainability and traceability. Instead, it can be a premium, culturally valued import. Branding alone cannot be the solution to dismantle all market barriers, but it is a strong driver in creating consumer affinity, driving perception, and setting up sustainable export success.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eEthics Approval\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study involved human participants through online and virtual platforms, including Zoom, WhatsApp, Facebook, and WeChat. The School of Design at Jiangnan University does not have a faculty-level Institutional Review Board (IRB), which is offered by the Medical College only; therefore, no formal approval number could be provided. However, the study was conducted under the direction and watchful eye of the author\u0026apos;s academic supervisor and proceeded as of 2 February 2025, and in accordance with established ethical principles, including those outlined in the Declaration of Helsinki (2013 revision), and ensured that participants\u0026rsquo; rights, privacy, and welfare were protected. No personal identifiable information was collected.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eInformed Consent\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eInformed consent was obtained through voluntary participation. Before taking the survey, participants were provided with an information statement that explained the study\u0026apos;s purpose, procedures, anonymity, voluntary participation, and their right to withdraw at any time. By continuing with the survey and submitting their responses, participants granted their informed consent. Data were collected online from February 16 to March 5, 2025, and participant responses were anonymous and used for academic purposes only.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis research was made possible by the National Social Science Fund of China for Late-stage Funding Projects in 2021 (Project No. 21FYSB049).\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCompeting Interests\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe author(s) declare no competing interests.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData Availability\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe datasets generated and analysed during the current study are available from the corresponding author on reasonable request.\u003c/p\u003e"},{"header":"References ","content":"\u003col\u003e\n\u003cli\u003e\u0026ldquo;Accompanying Measures for Sugar Protocol Countries 2011-13 | EEAS.\u0026rdquo; 2012.\u003c/li\u003e\n\u003cli\u003eAffonso, Felipe M, and Chris Janiszewski. 2022. \u0026ldquo;Marketing by Design: The Influence of Perceptual Structure on Brand Performance.\u0026rdquo; \u003cem\u003eJournal of Marketing\u003c/em\u003e 87:736\u0026ndash;54. https://api.semanticscholar.org/CorpusID:253662261.\u003c/li\u003e\n\u003cli\u003eBronwen, Everill. 2023. \u0026ldquo;Sugar as Modern Capitalism\u0026rsquo;s Original Sin.\u0026rdquo; \u003cem\u003eForeign Policy Magazine\u003c/em\u003e, May 21, 2023.\u003c/li\u003e\n\u003cli\u003eCastillo Puente, Angel del. 2024. \u0026ldquo;Reframing the Value Proposition for Sugar Brands: Policy, Regulation, and Consumer Behavior in the Spanish Retail Market.\u0026rdquo; \u003cem\u003eJournal of Infrastructure, Policy and Development\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:274790663.\u003c/li\u003e\n\u003cli\u003ecastro balaguer, Rafael, and Patricio S\u0026aacute;iz. 2020. \u0026ldquo;Cross-Cultural Factors in International Branding.\u0026rdquo; \u003cem\u003eBusiness History\u003c/em\u003e 62 (May):1\u0026ndash;25. https://doi.org/10.1080/00076791.2019.1592157.\u003c/li\u003e\n\u003cli\u003eChaisse, Julien, and Mitsuo Matsushita. 2018. \u0026ldquo;China\u0026rsquo;s \u0026lsquo;Belt and Road\u0026rsquo; Initiative \u0026ndash; Mapping the World\u0026rsquo;s Normative and Strategic Implications.\u0026rdquo; \u003cem\u003eGeographyRN: Transportation Geography (Sub-Topic)\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:216931509.\u003c/li\u003e\n\u003cli\u003eChaplin, Hannah, Alan Matthews, H Chaplin, and A Matthews. 2006. \u0026ldquo;Coping with the Fallout for Preference-Receiving Countries from EU Sugar Reform and Trade Policy.\u0026rdquo;\u003c/li\u003e\n\u003cli\u003eEisingerich, Andreas Benedikt;, and Gaia Rubera. 2010. \u0026ldquo;Drivers of Brand Commitment: A Cross-National Investigation.\u0026rdquo; \u003cem\u003eJournal of International Marketing\u003c/em\u003e 18:64\u0026ndash;79. https://api.semanticscholar.org/CorpusID:154936865.\u003c/li\u003e\n\u003cli\u003eGachot, S\u0026eacute;bastien, Carmine Paolo De Salvo, and Gonzalo Rondinone. 2022. \u0026ldquo;Analysis of Agricultural Policies in Guyana (2015-2019).\u0026rdquo; In . https://api.semanticscholar.org/CorpusID:251637111.\u003c/li\u003e\n\u003cli\u003e\u003cem\u003eGuyana Chronicle\u003c/em\u003e. 2009. \u0026ldquo;Our Survival as a Nation Pivots on the Sugar Industry,\u0026rdquo; April 16, 2009.\u003c/li\u003e\n\u003cli\u003eMo, Fan, and Weiming Chee. 2021. \u0026ldquo;Country-of-Origin Effects on the Brand Image of Agricultural Products in China.\u0026rdquo; \u003cem\u003eJournal of Cultural Marketing Strategy\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:271482625.\u003c/li\u003e\n\u003cli\u003eMohabir, Muzzammil. 2023. \u0026ldquo;An Overview of Guyana\u0026rsquo;s Sugar Industry: Perspectives on Contraction and Prospects.\u0026rdquo; \u003cem\u003eJournal of Academic Research and Essays\u003c/em\u003e. www.jare.org.gy.\u003c/li\u003e\n\u003cli\u003eMooij, Marieke De, and Geert Hofstede. 2010. \u0026ldquo;The Hofstede Model Applications to Global Branding and Advertising Strategy and Research.\u0026rdquo; https://doi.org/10.2501/S0265(\u0026Iuml;487(\u0026raquo;9201()4X.\u003c/li\u003e\n\u003cli\u003eMunteanu, Claudiu-Cătălin. 2024. \u0026ldquo;THE USEFULNESS OF BRANDING IN AGRICULTURAL MARKETING.\u0026rdquo; \u003cem\u003eAGRICULTURAL ECONOMICS AND RURAL DEVELOPMENT\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:270682310.\u003c/li\u003e\n\u003cli\u003ePolfu\u0026szlig;, Jonas. 2020. \u0026ldquo;\u0026lsquo;Made in China\u0026rsquo; and Chinese Brand Management Across Cultures: A New Matrix Approach.\u0026rdquo; \u003cem\u003eJournal of International Consumer Marketing\u003c/em\u003e 33:19\u0026ndash;37. https://api.semanticscholar.org/CorpusID:213007230.\u003c/li\u003e\n\u003cli\u003eSafeer, Asif, Yuanqiong he, and Muhammad Abrar. 2020. \u0026ldquo;The Influence of Brand Experience on Brand Authenticity and Brand Love: An Empirical Study from Asian Consumers\u0026rsquo; Perspective.\u0026rdquo; \u003cem\u003eAsia Pacific Journal of Marketing and Logistics\u003c/em\u003e ahead-of-print (May). https://doi.org/10.1108/APJML-02-2020-0123.\u003c/li\u003e\n\u003cli\u003eSaffira, Mega. 2022. \u0026ldquo;Effect of Narrative with Cross-Cultural Innovation as Cultural Heritage Branding Strategy.\u0026rdquo; \u003cem\u003eAdvances in Social Science, Education and Humanities Research\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:245865294.\u003c/li\u003e\n\u003cli\u003eSchroeder, Jonathan;, Janet; Borgerson, and Zhiyan; Wu. 2015. \u0026ldquo;A Brand Culture Approach to Chinese Cultural Heritage Brands.\u0026rdquo; \u003cem\u003eJournal of Brand Management\u003c/em\u003e 22 (3): 261\u0026ndash;79. https://doi.org/10.1057/bm.2015.12.\u003c/li\u003e\n\u003cli\u003eShi, Jiarong, and Zihao Jiang. 2022. \u0026ldquo;Chinese Cultural Element in Brand Logo and Purchase Intention.\u0026rdquo; \u003cem\u003eMarketing Intelligence \u0026amp;amp; Planning\u003c/em\u003e. https://doi.org/10.1108/mip-04-2022-0175.\u003c/li\u003e\n\u003cli\u003eSingh, Nirdesh. 2024. \u0026ldquo;IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS.\u0026rdquo; \u003cem\u003eINTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT\u003c/em\u003e. https://doi.org/10.55041/ijsrem32740.\u003c/li\u003e\n\u003cli\u003eSingh, Thomas B; 2021. \u0026ldquo;Study of the Socio-Economic Impact of the Closure of GUYSUCO Sugar Estates on Sugar Workers in Guyana.\u0026rdquo; ILO.\u003c/li\u003e\n\u003cli\u003eSpence, Charles, and George Van Doorn. 2022. \u0026ldquo;Visual Communication via the Design of Food and Beverage Packaging.\u0026rdquo; \u003cem\u003eCognitive Research: Principles and Implications\u003c/em\u003e 7 (1): 42. https://doi.org/10.1186/s41235-022-00391-9.\u003c/li\u003e\n\u003cli\u003eTalay, M Berk, Janell D Townsend, and Sengun Yeniyurt. 2015. \u0026ldquo;Global Brand Architecture Position and Market-Based Performance: The Moderating Role of Culture.\u0026rdquo; \u003cem\u003eJournal of International Marketing\u003c/em\u003e 23 (2): 55\u0026ndash;72. https://doi.org/10.1509/jim.13.0164.\u003c/li\u003e\n\u003cli\u003eYang, Yifan, Yingying Peng, and Yaqian Qin. 2023. \u0026ldquo;A Study on Foreign Publicity Translation of Sugar Enterprises in Guangxi Based on the Cultural Turn.\u0026rdquo; \u003cem\u003eLecture Notes on Language and Literature\u003c/em\u003e. https://api.semanticscholar.org/CorpusID:266501962.\u003c/li\u003e\n\u003cli\u003eYueh, Hsiu-Ping, and Yi-Lun Zheng. 2019. \u0026ldquo;Effectiveness of Storytelling in Agricultural Marketing: Scale Development and Model Evaluation.\u0026rdquo; \u003cem\u003eFrontiers in Psychology\u003c/em\u003e 10. https://api.semanticscholar.org/CorpusID:75139945.\u003c/li\u003e\n\u003c/ol\u003e"},{"header":"Tables","content":"\u003cp\u003e\u003cstrong\u003eTable 1. Demographic Characteristics of Respondents (N = 106)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Displays distribution of respondents by age, gender, location, education, and annual income.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025).\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"629\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eVariable\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eCategories\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003eN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003eValid Percent\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eAge Group\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e18-24\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e73\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e68.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e25-34\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e22\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e20.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e35-44\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e6.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e45-54\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e3.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eGender\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e6\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e5.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e76\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e71.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e24\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e22.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eLocation City and province\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eShanghai\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e10\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e9.4\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eHainan\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eFujian\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eNanjing\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eNingbo\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eYixing\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eSuzhou\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eTianjin\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eHangzhou\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eChengdu\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eWuxi\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e67\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e63.2\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eGuangzhou\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e3.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eHenan\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eShenzhen\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eAnhui\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eHarbin\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eJiangxi, Ganzhou\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eBeijing\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e4.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eEducation Level\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eHigh School or Below\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e1.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eUndergraduate\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e46\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e43.4\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003eGraduate or Professional Degree\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e58\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e54.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003eAnnual Household Income\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e\u0026lt;50,001\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e30\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e28.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e100,000-200,000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e42\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e39.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 181px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 255px;\"\u003e\n \u003cp\u003e200,000+\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 87px;\"\u003e\n \u003cp\u003e34\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e32.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 2. Reliability Statistics for Branding and Packaging Constructs\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Cronbach\u0026rsquo;s alpha values indicate internal consistency across conceptual categories.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s analysis using SPSS Version 28.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"643\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eItem-Total Statistics\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003eCorrected Item-Total Correlation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003eCronbach\u0026apos;s Alpha if Item Deleted\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003ePurchase Likelihood with Bright Colors\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.551\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.401\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003ePurchase Likelihood for Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.502\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.457\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eImportance of Typography in Purchase\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.308\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.726\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eImportance of Heritage/Cultural Symbols\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.302\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.639\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eImportance of Brand Heritage\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.512\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.316\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eImpact of Foreign Branding on Trust\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.39\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.493\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eImportance of Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.453\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.842\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eLikelihood to Buy with Blockchain Verification\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.664\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.596\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 367px;\"\u003e\n \u003cp\u003eLikelihood to Buy from Sustainable Brand\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 145px;\"\u003e\n \u003cp\u003e0.675\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 131px;\"\u003e\n \u003cp\u003e0.582\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 3. Descriptive Statistics of Consumer Attitudes Toward Packaging and Branding Features\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Items rated on a 5-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree).\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025).\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"602\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eItem\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003eN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003eMean\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003eStd. Deviation\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003ePurchase Likelihood with Bright Colors\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e2.75\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.012\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003ePurchase Likelihood for Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.34\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.12\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eImportance of Typography in Purchase\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.44\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.113\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003ePurchase Likelihood for Modern Typography\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e0.961\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eImportance of Heritage/Cultural Symbols\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.23\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.176\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eTrust in Demerara Sugar with Heritage Messaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.64\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e0.965\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eImportance of Brand Heritage\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.35\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.003\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eImpact of Foreign Branding on Trust\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.39\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.028\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eImportance of Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.22\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e1.106\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eLikelihood to Buy with Blockchain Verification\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e0.975\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eLikelihood to Buy from Sustainable Brand\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e3.76\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e0.98\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 348px;\"\u003e\n \u003cp\u003eValid N (listwise)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 84px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 4. Preference for Packaging Design by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Percentages reflect within-group preferences.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025).\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"470\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 101px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eDesign\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eFemale\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eMale\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 149px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePrefer not to say\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 101px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eMinimalist\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e51.3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e45.8\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 149px;\"\u003e\n \u003cp\u003e50\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 101px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eVibrant\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e9.2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e12.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 149px;\"\u003e\n \u003cp\u003e0\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 101px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eTraditional\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e17.1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e16.7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 149px;\"\u003e\n \u003cp\u003e33.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 101px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eModern\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e22.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 110px;\"\u003e\n \u003cp\u003e20.8\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 149px;\"\u003e\n \u003cp\u003e16.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 5. Sugar Type Preferences by Gender\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Shows the distribution of sugar usage by gender.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025)\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"582\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSugar Type\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eGender\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e\u003cstrong\u003e% Yes (Used)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e\u003cstrong\u003e% No (Not Used)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eRock Sugar\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e35.50%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e64.50%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e34.80%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e65.20%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e33.30%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e66.70%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eWhite Sugar\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e59.20%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e40.80%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e62.50%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e37.50%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e50.00%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e50.00%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eYellow/Golden Sugar\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e9.20%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e90.80%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e0.00%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e100.00%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e16.70%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e83.30%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBlack Sugar\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e7.90%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e92.10%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e4.20%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e95.80%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e16.70%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e83.30%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eRegular Brown Sugar\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e55.30%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e44.70%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e20.80%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e79.20%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 184px;\"\u003e\n \u003cp\u003ePrefer not to disclose\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e33.30%\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 107px;\"\u003e\n \u003cp\u003e66.70%\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 6. Sugar Usage Contexts by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Indicates the proportion of respondents in each age group reporting specific usage contexts.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025).\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"673\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eAge Group\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eTea (%)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBaking (%)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eCooking (%)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 164px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eNot Purchased (%)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e18\u0026ndash;24\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e34.2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e11\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e8.2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 164px;\"\u003e\n \u003cp\u003e67.2\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e25\u0026ndash;34\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e22.7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e22.7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e4.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 164px;\"\u003e\n \u003cp\u003e19.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e35\u0026ndash;44\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e14.3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e0\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e0\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 164px;\"\u003e\n \u003cp\u003e9.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e45\u0026ndash;54\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 161px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 94px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 164px;\"\u003e\n \u003cp\u003e3.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 7. Motivational Factors for Sugar Purchase by Age Group\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. Percentage of respondents citing each factor as necessary in purchase decisions.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s survey (2025).\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"685\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 73px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eAge Group\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePrice\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBrand Reputation\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 118px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePackaging/Visual\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eFlavor\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eHealth\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 62px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eCountry\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 89px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eCertification\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 96px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSustainability\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 73px;\"\u003e\n \u003cp\u003e18\u0026ndash;24\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e75.3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e58.9\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 118px;\"\u003e\n \u003cp\u003e35.6\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e57.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e47.9\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 62px;\"\u003e\n \u003cp\u003e5.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 89px;\"\u003e\n \u003cp\u003e17.8\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 96px;\"\u003e\n \u003cp\u003e6.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 73px;\"\u003e\n \u003cp\u003e25\u0026ndash;34\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e54.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e45.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 118px;\"\u003e\n \u003cp\u003e36.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e68.2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e22.7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 62px;\"\u003e\n \u003cp\u003e4.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 89px;\"\u003e\n \u003cp\u003e4.5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 96px;\"\u003e\n \u003cp\u003e9.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 73px;\"\u003e\n \u003cp\u003e35\u0026ndash;44\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e57.1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e71.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 118px;\"\u003e\n \u003cp\u003e14.3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e57.1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e42.9\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 62px;\"\u003e\n \u003cp\u003e14.3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 89px;\"\u003e\n \u003cp\u003e28.6\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 96px;\"\u003e\n \u003cp\u003e14.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 73px;\"\u003e\n \u003cp\u003e45\u0026ndash;54\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e50\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e50\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 118px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 55px;\"\u003e\n \u003cp\u003e75\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 62px;\"\u003e\n \u003cp\u003e0\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 89px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 96px;\"\u003e\n \u003cp\u003e25\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 8\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eRegression Coefficients Predicting Sugar Purchase Frequency\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. N = 106. Standardised (\u0026beta;) and unstandardized (B) coefficients are shown.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s regression analysis in SPSS Version 28.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"622\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePredictor Variable\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eB (Unstandardized)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSE B\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e\u003cstrong\u003e\u0026beta; (Standardized)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e\u003cstrong\u003et\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ep\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eConstant\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e4.179\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.292\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e\u0026mdash;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e14.331\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e\u0026lt;.001\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003ePurchase Likelihood with Bright Colors\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.074\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.159\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-1.355\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.179\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003ePurchase Likelihood for Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.113\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.069\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.197\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-1.643\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.104\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eImportance of Heritage/Cultural Symbols\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e0.035\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.058\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e0.065\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e0.612\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.542\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eTrust in Demerara Sugar with Heritage Messaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e0.052\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.076\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e0.079\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e0.691\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.491\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eLikelihood to Buy from Sustainable Brand\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.053\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.075\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.081\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-0.699\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.486\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 8. Regression Coefficients Predicting Sugar Purchase Frequency\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. N = 106. Standardised (\u0026beta;) and unstandardised (B) coefficients are shown.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s regression analysis in SPSS Version 28.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"622\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePredictor Variable\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eB (Unstandardised)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSE B\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e\u003cstrong\u003e\u0026beta; (Standardized)\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e\u003cstrong\u003et\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ep\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eConstant\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e4.179\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.292\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e\u0026mdash;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e14.331\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e\u0026lt;.001\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003ePurchase Likelihood with Bright Colors\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.074\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.159\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-1.355\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.179\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003ePurchase Likelihood for Eco-Friendly Packaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.113\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.069\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.197\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-1.643\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.104\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eImportance of Heritage/Cultural Symbols\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e0.035\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.058\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e0.065\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e0.612\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.542\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eTrust in Demerara Sugar with Heritage Messaging\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e0.052\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.076\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e0.079\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e0.691\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.491\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 186px;\"\u003e\n \u003cp\u003eLikelihood to Buy from Sustainable Brand\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 134px;\"\u003e\n \u003cp\u003e-0.053\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 75px;\"\u003e\n \u003cp\u003e0.075\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 117px;\"\u003e\n \u003cp\u003e-0.081\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 58px;\"\u003e\n \u003cp\u003e-0.699\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 51px;\"\u003e\n \u003cp\u003e0.486\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eNote. N = 106. Dependent variable: Frequency of sugar purchase. SE B = standard error of B; \u0026beta; = standardised coefficient.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable 9. Pearson Correlation Matrix Among Branding and Purchase Variables\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNote. p \u0026lt; .01 for coefficients marked with **. Negative correlation indicates an inverse relationship.\u003c/p\u003e\n\u003cp\u003eSource: Author\u0026rsquo;s analysis of branding attitude correlations.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"697\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eHeritage Symbols\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eTrust in Demerara\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBrand Heritage\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eForeign Brand Trust\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSymbolic Design\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBright Colors\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePurchase Frequency\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eHeritage Symbols\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e0.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.33\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eTrust in Demerara\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.463\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBrand Heritage\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e0.33\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e0.463\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eForeign Brand Trust\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\n \u003cp\u003e0.142\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eSymbolic Design\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e0.142\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003eBright Colors\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e-0.269\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e\u003cstrong\u003ePurchase Frequency\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 83px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 74px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 77px;\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 71px;\"\u003e\n \u003cp\u003e-0.269\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd valign=\"bottom\" style=\"width: 124px;\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Cross-Cultural Branding, Visual Communication, Agro-Export, Guyanese Sugar, Chinese Market, Packaging Design, One Belt One Road","lastPublishedDoi":"10.21203/rs.3.rs-7618150/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7618150/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"As global trade reaches new heights, considering investments in infrastructure and resources, especially with Chinese initiatives like One Belt One Road (OBOR), many exporters of agricultural commodities from developing countries must decide how to manage cross-cultural branding challenges. This study aims to determine whether and how the transposition of international visual communication through packaging design and adopting cultural stories and meaning will help enhance the competitiveness of Guyana’s Demerara sugar within China. Using cross-cultural branding theory and survey data from 104 urban Chinese consumers, it explores the design-related elements most effectively influencing consumer trust and purchase intention. The study found that, although elements of bright colours and visual attractiveness had a limited effect, trust can be positively influenced through heritage storytelling, clean typography, recycled material, and telling an open digital story about the sugar industry in Guyana. The enhanced trust through these elements had a more prominent impact on younger consumers rationalising price, while older generations valued health benefits and sustainability. The study proposes a culturally adaptive brand strategy framework that integrates Caribbean authenticity with Chinese design expectations. It also allows agro-exporters to gain practical guidance on their path to culturally different markets.","manuscriptTitle":"Designing Cross-Cultural Brand Identity: A Case Study of Guyanese Sugar in the Chinese Market","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-03-10 17:09:44","doi":"10.21203/rs.3.rs-7618150/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"editorInvitedReview","content":"","date":"2026-03-17T03:20:15+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"72124533366946939589790669391060852564","date":"2026-03-17T03:09:41+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"144500972546375416285086819473481555724","date":"2026-03-09T08:27:08+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2026-03-05T06:05:55+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-01-09T07:04:01+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2025-10-29T07:45:54+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-10-21T09:22:19+00:00","index":"","fulltext":""},{"type":"submitted","content":"Humanities and Social Sciences Communications","date":"2025-10-21T09:17:39+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"948bbd33-0338-4157-874f-1bb9f5aa1f9d","owner":[],"postedDate":"March 10th, 2026","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":64160789,"name":"Business and commerce/Business and management"},{"id":64160790,"name":"Social science/Business and management"},{"id":64160791,"name":"Humanities/Cultural and media studies"},{"id":64160792,"name":"Social science/Cultural and media studies"},{"id":64160793,"name":"Business and commerce/Information systems and information technology"}],"tags":[],"updatedAt":"2026-03-10T17:09:44+00:00","versionOfRecord":[],"versionCreatedAt":"2026-03-10 17:09:44","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7618150","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7618150","identity":"rs-7618150","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}