Attitudes and Behaviours towards Sustainable Marketing Communications and Products in Emerging Markets.

Moodley, Nivashnee (2021) Attitudes and Behaviours towards Sustainable Marketing Communications and Products in Emerging Markets. [Dissertation (University of Nottingham only)]

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The role of marketing in driving sustainability within an organisation has been a hot topic over recent years as consumers increase the pressure on companies and brands to reduce their environmental impacts. Over the past few decades, most brands have concentrated their efforts to promote sustainable practices and marketing communication within developed markets, despite emerging markets making up the majority of the world population. Based on the above, this study aims to investigate the attitudes and behaviours of emerging market consumers towards sustainable marketing communication and products. In addition, the literature review confirmed that very few studies have been conducted within the African context. Therefore, South Africa, as one of the largest economies on the continent, has been selected. This study also aims to provide multinational companies with practical solutions to influence sustainable decisions, that will result in a greater impact of their adopted Sustainable Development Goals.

A qualitative research approach was taken using online semi-structured interviews. Ten participants consisting various ethnicities and ages were considered to provide a diverse view of the consumers in the South African population. The research used the Theory of Planned Behaviour and a modified Tricomponent Model of Attitudes as the theoretical underpinning of the study (Ajzen, 1985; Borkowski and Meese 2020). Analysis of the responses revealed that whilst emerging market consumers have many barriers to purchasing sustainable goods, they also have a desire to be more sustainably conscious. The findings suggest that increased awareness and more impactful and effective communication in these markets, from FMCG companies, will drive a wider sustainability impact.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Moodley, Nivashnee
Date Deposited: 25 Apr 2023 12:00
Last Modified: 25 Apr 2023 12:00

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