Consumer perception of a company with sustainable practices

This end-of-course work analyses the perception of Unilever's sustainability strategies in relation to the consumers of its main brands. A quantitative survey of 100 residents of the Cidade Nova neighbourhood in Belo Horizonte of different age groups was carried out to better capture the different perceptions on the subject of sustainability. Unilever, a holding company that owns several cleaning, personal care and food brands, has defined certain global goals and pillars regarding sustainability in order to contribute to the environment in which we live. Some consumers are able to perceive the actions indirectly by judging them as an attribute of the product, the reason for their purchase. Other consumers are aware of which products to buy because they know they are sustainable and their benefits. Awareness or conscious consumption can come through education, as Unilever has done with its "Every gesture counts" campaign, and through the My Choice label that stands out on some products, but which consumers seem to be unaware of.

Auteur

I have a degree in Business Administration from PUC MInas and a postgraduate qualification in Finance and Controllership from IBMEC-MG. I currently work as a purchasing analyst. The study stemmed from my curiosity to understand why consumers buy and, above all, whether the new trend, sustainability, was already present in their lives.

Texte du rabat

This end-of-course work analyses the perception of Unilever's sustainability strategies in relation to the consumers of its main brands. A quantitative survey of 100 residents of the Cidade Nova neighbourhood in Belo Horizonte of different age groups was carried out to better capture the different perceptions on the subject of sustainability. Unilever, a holding company that owns several cleaning, personal care and food brands, has defined certain global goals and pillars regarding sustainability in order to contribute to the environment in which we live. Some consumers are able to perceive the actions indirectly by judging them as an attribute of the product, the reason for their purchase. Other consumers are aware of which products to buy because they know they are sustainable and their benefits. Awareness or conscious consumption can come through education, as Unilever has done with its "Every gesture counts" campaign, and through the My Choice label that stands out on some products, but which consumers seem to be unaware of.