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Oversupply on the market and excessive consumption by consumers are a by-product of a globalized world, causing severe societal and environmental damages. These factors have increased society's fears and have resulted in a loss of trust in corporate’s business operations, leading companies to gradually lose market share. Modern society is increasingly becoming aware of the necessity to behave sustainably, resulting in higher expectations towards sustainable practices of businesses. As a result, a growing number of consumers are demanding companies to operate in a more environmentally friendly way, with more transparency, collaboration, and consumer participation to alleviate societal fears. Consequently, responding to customer needs and desires is crucial for the company's success and future survival. In general, companies are now expected to attract and retain a loyal customer base and help make the world a better place by developing a sustainable corporate brand.
This paper studies based on a selected case study, the impact a Purpose-Driven Marketing Strategy can have on business operations, illustrating how the latter societal requirements can be addressed and fulfilled through a Purpose-Driven Marketing Strategy.
Global warming provokes our climate and the world how we know it today to change severely. The production of food together with its consumption is responsible for 19-29% of world’s greenhouse gas emissions caused by human activities and further rises are
expected. As a response to this phenomenon, the assessment of a product’s carbon footprint has awaken huge interest with the purpose of controlling food’s environmental impact during its life-cycle. In order to involve individuals in the target of reducing harmful emissions, besides governmental and business efforts, CO2 labels have been developed to communicate a product’s carbon footprint and enabling consumers to make more climate-friendly purchase decisions. However, it has been shown that a successful
implementation of CO2 labels on grocery products still confronts barriers from the consumer side.
For a better understanding of the meaning of mentioned labels, this thesis deepens the theoretical backgrounds of greenhouse gas emissions and the carbon footprint related to the food industry. In a second step, the acceptance and effectiveness of carbon labels on
groceries will be analysed critically by using contextual literature reviews and a case study on German purchase behaviour.