2004MKT Consumer Psychology Theoretical Analysis

Answer:

Using the Social Stakeholder Model Canvas, critically analyse the extent to which your brand’s sustainability / CSR actions (identified in Assess 1), then discuss the impact on consumer’s decision-making. Some questions to kick start your thinking:

Key questions to commence your analysis:  

»What are your brand’s sustainability claims? Link to the 4p’s

»Does the brand engage a circular economy philosophy, ecological footprint processes, Fairtrade actions, recycling, packaging – discuss impact on consumer decision-making

»Does the brand have sustainability certification (e.g. Fairtrade or some other certification), is it verifiable?

What leverage does this certification have for the brand?

Do consumers have clear understanding of what the certification means?

How does certification impact consumption decision-making?

»What product elements does your chosen brand excel over competitors to drive sustainability agenda.

»How does price impact sustainability consumption decision-making?

»What distribution channel sustainability aspects does your chosen brand excel?

»Briefly Identify and evidence the CSR initiatives of your chosen brand.

»To what extend does the brand/organisation engage in communicating its sustainability/CSR initiatives to consumers?

»Are consumers aware of the initiatives?

»Would there be benefit in increasing consumer awareness (e.g., McDonald’s actively engages sustainable meat production however are consumers aware of this action – would it leverage credibility for the brand)?