| dc.description.abstract | 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. | nb_NO |
