The Perception of Sustainability in an Ethernet Network Cable: A Qualitative Analysis Using the AHP Method

Sustainability has been gaining focus in recent years in companies of different segments and sizes in order to create competitive advantages and differentiation in the market to maximize profit and opportunities. Sustainable innovation corroborates this concept in order to create products that have the theme of sustainability in their development. However, in markets where the source of raw material comes from commodity products, this practice is not trivial. Thus, in an attempt to differentiate itself from competitors, a company developed a product with a “sustainable” vision, using polymer originating from ethanol (sugarcane). However, is this perception of sustainability transmitted to customers, partners and society? Therefore, this study uses the AHP multicriteria decision-making method to quantify the qualitative analyzes carried out. The results indicate that the sustainability message is transmitted, but at different levels (percentage of confirmation), and therefore, it is suggested that improvements/focuses be implemented in the marketing informational materials.