Exploring the Influence of Hindustan Unilever Limited’s Green Supply Chain Management on Young Consumer’s Purchase Intent and Brand Value

Moogi Falguni (2025) Exploring the Influence of Hindustan Unilever Limited’s Green Supply Chain Management on Young Consumer’s Purchase Intent and Brand Value. Menedzsment Kar (2025-)-.

	PDF Falguni_BSc_Thesis_MY3KGA.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (755kB)
	PDF thesis_assesment_BAM_Falguni Moogi_january_2026.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (137kB)

Absztrakt (kivonat)

With sustainability shifting from business responsibility to consumer evaluation perspective, companies such as Hindustan Unilever Limited (HUL) turn to Green Supply Chain Management (GSCM) as a market signal of their eco friendly efforts. This study examines whether operations performed at this level reach the minds of digitally interconnected Indian youths, known as an ethically empowered demographic with weak "eco-literacy." Based on concepts derived from Signaling Theory, Value Belief Norm Theory and some more, a quantitative research approach compares perceived green practices with purchase intent and brand value. Empirical evidence spanning 110 young responders backs up the significance of this connection, where perceived sustainability efforts account for 49% of brand value variation and predict purchase intention. However, the results reveal a critical "visibility bias" where green practices visible to outsiders build consumer confidence the most, while efforts invisible to outsiders such as practices done for internal optimization go mostly unseen. Thus, conclusions suggest that HUL can successfully rely on sustainability as a competitive advantage if it bridges the perception and operation gap for those signals most easily seen as public facing efforts reflect audience morality.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, consumer behaviour, ellátási lánc - ellátó hálózat, fogyasztói magatartás, Green Supply Chain Management, India, márkahűség
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:12
Utolsó módosítás:	2026. Júl. 09. 11:12

Actions (login required)

Tétel nézet