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Consumer Reaction to Colored Plastic Milk Jugs

Department of Dairy Science, Louisiana Agricultural Experiment Station, Louisiana State University Agricultural Center, Baton Rouge 70803

ABSTRACT

Colored plastic gallon milk containers were prepared and demonstrated to consumers in three grocery stores. The four containers were colors yellow, opaque white, cream colored, and translucent plastic. A total of 393 respondents participated in the study. Several questions were asked relating to general milk consumption and preference for a particular color of milk jug. Of those respondents, 40.4% bought all their milk in plastic with 19.2% buying most of their milk in plastic. Approximately 74% indicated that they would buy milk packaged in colored plastic jugs if it were the same price as currently priced. Only 35% indicated that they would buy the plastic jug if they had to pay 3 to 5¢ more per container. The white opaque jug was the choice of consumers. Cream color was second, translucent third, and yellow fourth. Approximately 75% of the respondents indicated that it did not matter whether they could see the milk in the container.