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Consumer perceptions of sustainable brands in the finnish food and beverage industry
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Autores
Orientador(es)
Resumo(s)
Despite advancements in comprehending brand value creation in relation to
sustainability practices over the past decade, there is still a substantial gap in understanding
consumer perceptions of sustainable brands. In today's competitive market brands need to
establish and maintain a positive sustainability connotation, presenting a challenge especially
for the food and beverage industry, as brands grapple to understand factors influencing
consumer perceptions. By employing one-on-one interviews and thematic analysis, this study
aims to contribute to academia and offer initial understanding for industry professionals
regarding factors contributing to consumers perceiving a brand as sustainable within the food
and beverage industry.
Descrição
Palavras-chave
Sustainability Consumer perceptions Sustainable brands The food and beverage industry Brand perception