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How sustainably sourced ingredients influence chocolate consumption: The Milka Case
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Resumo(s)
In 2023, the imperative of sustainability has gained paramount significance across diverse sectors, including the fast-moving consumer goods (FMCG) industry, and notably, in the realm of one of the world's most desired delicacies: chocolate. This report is dedicated to unraveling the impact of sustainably sourced ingredients on chocolate consumption, focusing on the iconic brand Milka. Through an exploration of consumer perceptions and behaviors, the aim is to shed light on the evolving dynamics at the intersection of sustainability and the chocolate industry, offering insights into how sustainable ingredient choices shape consumer preferences and influence the chocolate market. The main purpose of the study is to understand consumers’ awareness of the sustainability attribute of Milka chocolate, and its influence on consumer behavior and purchase intention.
In 2023, sustainability has gained preponderation and relevance across different areas, including manufacturing, agriculture and environmental conservation. The positive impact of sustainable practices has also been evidenced in the literature. Incorporation and integration of sustainability principals into advanced manufacturing processes has been mentioned when referring Industry 4.0 (Ali & Johl, 2023). In addition, authors have already projected positive effects on maintaining biodiversity, environmental protection and improvement of human condition empowered by the sustainability-focus growth and equality (Estrada et al., 2020).
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Sustainability Chocolate FMCG Sustainably Sourced Ingredients Consumer Behavior SDG 3 - Good health and well-being SDG 7 - Affordable and clean energy SDG 12 - Responsible production and consumption SDG 13 - Climate action