Monteiro, Joana CorrêaVannasmaa, May Else2024-11-272024-11-272024-01-172023-12-19http://hdl.handle.net/10362/175909Despite 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.engSustainabilityConsumer perceptionsSustainable brandsThe food and beverage industryBrand perceptionmaster thesis203679849