Riassunto analitico
The topic of sustainability has enormously increased over the years, with increasing interest from people, institutions, and organizations. From a focus on the environmental topic, today's sustainability includes many other fields, such as economic development, social inclusion, and health. Consumers have started to demand more sustainable products, services, and processes, driving corporations to adapt and rethink their production models to intercept the demand. Therefore, sustainability has become necessary to pursue sustainable development goals and an element for a company to differentiate from its competitors. Firms' brand equity can be positively influenced by sustainability policies as consumers' perceptions of the brand may increase.
As intermediaries between final consumers and producers, retailers play a significant role in matching the offer with the demand. They have the power to drive manufacturers' production to encounter the market's requests. In this context, they can influence producers to manufacture more sustainable products.
The thesis will analyze the impact of retailers' sustainable policies on consumer-based brand equity. The study was conducted through a questionnaire administered to consumers to investigate the effect of implementing sustainability practices on brand equity.
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