Building Trust: Sustainability and Brand Reputation Perception Among Gen Z Consumers in Switzerland's German-Speaking Region
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Authors
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Publication date
2024
Typ of student thesis
Bachelor
Course of study
Collections
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11 - Student thesis
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Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
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Swiss multinational company operating in the food and beverage industry
Abstract
For food companies, trust with consumers is crucial. According to studies, younger consumers, particularly the digital-native Gen Z, are increasingly critical and informed due to their heightened internet and media literacy, as well as being exposed to a multitude of publicized scandals, making them prioritize transparency and sustainability from brands, particularly in industries like food where companies may have a history of controversies.
This thesis aims to help the client, a Swiss multinational food company, identify new and innovative strategies for targeting Gen Z consumers.
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
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Review
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Citation
Chrétien, J., & Gerber, K. (2024). Building Trust: Sustainability and Brand Reputation Perception Among Gen Z Consumers in Switzerland’s German-Speaking Region [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/49179