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Millennial consumers shape corporate culture towards sustainability - the case of the food industry in Portugal

Mariana Falcao Viana Baptista
Master thesis
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1758872.pdf (3.350Mb)
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http://hdl.handle.net/11250/2477772
Utgivelsesdato
2017
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Samlinger
  • Master of Science [1555]
Sammendrag
The main purpose of this Thesis is to understand Portuguese Millennials’ attitudes

towards Corporate Sustainability and whether these influence companies’ Corporate

Culture. Millennials seem to care about the environment and society to a greater degree

than previous generations, and as consumers, they care about the sustainability of the

products they buy. They also present an extremely complex brand loyalty behavior,

and want to buy from companies whose values are in line with their own. To understand

whether there is indeed a relationship between this generational segment’s

sustainability values and their preference to buy from certain companies, the food

industry in Portugal served as the exploratory ground, and between- and within-subject

experiment was employed. The results show that not only does Corporate

Sustainability mean more to Portuguese Millennials (as consumers) than sustainable

production methods (i.e., organic production), but knowledge of a company’s

engagement in sustainability practices influences these consumers’ purchase intent and

brand loyalty. More specifically, knowledge that a company engages in sustainability

practices beyond sustainable production methods had a positive effect on these

measures, while knowledge of lack of engagement resulted in a negative effect.

Moreover, this segment of consumers not only tends to be more loyal to companies

whose values are in line with those of sustainability but also punishes those which are

not in line with these values, even if these companies engage in sustainable methods of

production.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Business, Strategy - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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