Companies as changemakers for sustainable consumer behaviors

Ezdini Idrak (2023) Companies as changemakers for sustainable consumer behaviors. Külkereskedelmi Kar.

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Absztrakt (kivonat)

Thisresearch paper suggests strategies and actions that enterprises may take toengage consumers more in sustainable consumption by addressing the followingresearch questions:1. What are the core causes ofunsustainable behaviors?2. What are the most trustworthyadvertisements and sources of motivation for sustainable consumption?3. How could the SHIFT framework be usedto engage consumers more in sustainability?4. What are Roche's enterprise actionstoward sustainability, and how do they increase the company's profit?5. What solutions and strategies cancompanies take to raise consumer sustainability awareness and engagementlevels?Toachieve this goal, this paper has four pillars as a research methodology.First, an online survey was conducted and cross-analyzed with 240 consumers.The survey answers aid in identifying the root causes, sources of motivation,and suggested solutions for consumers to adopt a sustainable lifestyle. Second,an interview with the community leader of the ''Green ideas community'' of theenterprise Roche in Budapest, Hungary, was conducted, as it aims to increasesustainability awareness among their workers and consumers. This interviewhelps to examine realistic strategies for increasing consumer sustainabilityawareness and engagement. Third is a case study of the enterprise Roche, whichis involved in corporate social responsibility (CSR) and sustainabledevelopment goals (SDGs). This demonstrates how sustainable practices canbenefit both the environment and a company's financial line. Fourth, ananalysis of the SHIFT framework and its applications in this context wasconducted.Theresults reveal that individuals with unsustainable behaviors have incorrectbeliefs influencing their habits. The most critical underlying core causes arethe lack of information about sustainability, sustainable goods and services,and firms' actions to attain SDGs and engage in CSR.As a result, businessesshould address these root causes using the most influential channels andsources of motivation to establish a new customer profile more interested insustainability. Additionally, companies may utilize the SHIFT framework's fouraspects to make individuals feel and engage in sustainability practices. Moresustainable consumption signifies a new consumer system.As a result of the newconsumer attitude, a better way of living will emerge. This new customerprofile will boost companies' revenues if they engage in sustainabilitypractices. Simultaneously, businesses and consumers will increase achieving theSDGs, notably target 12 on sustainable consumption and production, resulting inbetter circumstances for the planet.Keywords:SDG 12, companies, sustainable consumer behavior, SHIFT framework.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdaság és gazdálkodás (angol)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	awareness and engagement, companies, Companies actions and strategies, consumers, SDG 12 Sustainable consumption and production, sustainability, sustainable consumption
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Szep. 07. 14:29
Utolsó módosítás:	2023. Szep. 07. 14:29

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