Online Communication Strategies of FMCG Companies for Sustainability: A Case Study Of Unilever, Procter & Gamble, Coca Cola, And Diageo

Nguyen Thi Quynh Nhu (2023) Online Communication Strategies of FMCG Companies for Sustainability: A Case Study Of Unilever, Procter & Gamble, Coca Cola, And Diageo. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

This thesis examines the role of sustainability in the online communications of the Fast-Moving Consumer Goods (FMCG) sector, focusing on industry leaders such as Unilever, Procter & Gamble, Coca Cola, and Diageo. Motivated by complex global challenges like the COVID-19 pandemic, rising geoeconomic tensions, escalating climate change impacts, and shifting macroeconomic conditions, this study emphasizes the imperative nature of sustainability. It explores how sustainability guides responses to these challenges and influences strategies in the FMCG industry.Adopting a mixed-methods approach that combines qualitative and quantitative methodologies, the research first investigates the importance of sustainability in the FMCG sector, identifying the Sustainable Development Goals (SDGs) targeted by the aforementioned companies. It analyzes their online sustainability communication strategies, focusing on aspects like commitment, visual presentation, alignment with SDGs, and consumer trust. The quantitative research component gauges consumer reactions to these sustainability initiatives via digital channels, involving 100 participants in a survey to discern patterns and insights into consumer perceptions, behaviors, and motivations towards sustainability communications.The qualitative findings reveal distinct strategies among the FMCG companies in utilizing digital platforms for sustainability efforts. Unilever and Diageo are noted for integrating sustainability into their corporate identity, while P&G and Coca-Cola focus on specific sustainability objectives. The quantitative outcomes provide a deep understanding of consumer attitudes in the FMCG sector, highlighting preferences for health in sustainable purchases and the influence of economic status, age demographics, and the role of influencers on sustainability attitudes, particularly in Asian markets.In conclusion, the research underscores the necessity for FMCG companies to develop sophisticated sustainability communication strategies, incorporating dynamic social media engagement and comprehensive corporate website information. The study contributes to academic discussions on digital communication and sustainability, offering FMCG companies actionable strategies to align with global sustainability goals. It advocates for a consumer-centric approach, integrating sustainability with affordability, quality, and convenience, and understanding diverse demographics for effective engagement. This thesis serves as a foundational guide for adapting to evolving consumer expectations and technological advancements in sustainability, laying the groundwork for future research on consumer behavior changes and the role of digital platforms in environmental awareness. It stands as a significant academic and practical contribution to sustainability communications within the FMCG sector.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, business marketing, communication, sustainability, sustainable development
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jún. 28. 10:36
Utolsó módosítás:	2024. Jún. 28. 10:36

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