Consumer response to sustainability communication in retailing

This thesis aims to understand the sustainability communication strategies adopted by retailers and consumer perceptions. Thus, after analysing the communication of sustainability by retailers the focus will be directed on the consumer side with a special attention on how consumers perceive the sustainable communication implemented by retailers. To conduct the analysis the study will adopt a mixed-method approach. The dissertation will begin with a review of the literature on the communication of sustainability in retailing. After that, the attention will be directed towards consumers and particularly on consumers’ perception of retailers’ sustainable communication. To conduct the research, both a qualitative analysis, using the method of semi structured interview, and a quantitative approach, based on the conduction of an experiment, will be implemented.