Understanding Consumers Attitudes Towards Sustainability

Adopting Sustainable Brand Strategies is a ‘must’ and not a ‘should’ anymore in the Business Industry. Traditional academic knowledge on how to define Brand Strategy based in the STP process (Segmentation, Target and Positioning) has been worldwide adopted by data-driven Brand Managers. However, incorporation of Sustainability motivations of consumers in this methodology is a task where little literature can be found about. This project aims to incorporate this emerging topic of Sustainability on the classic Market Segmentation approach for Brand Strategy formulation. Focused on the Chilean market case, through a data-set collected by the researcher from a own-designed survey, an Unsupervised Clusterization Model plus other Machine Learning techniques will be applied to achieve this objective. The expected outcome is on one side, finding Meaningful Consumers Clusters able to guide companies in their path to combine profitability with sustainability in an optimal way. Additionally, a Sustainable Brands Ranking across all industries of the Chilean market is expected to be the output of a Sustainable Index Score creation, sorted in descendent order. This Index will evaluate a selected list of the most important brands of the country, based on several Brand Value Rankings published by different consolidated and worldwide known Market Research companies. Further investigation is required to have in-deep analysis by industries, as each of them has unique characteristics and hence, different consumer behaviour and motivations. Enlarging the sample size and fine tuning the data collection process would also be desired for future research on this topic. Updated questionnaires based on data driven findings learned from this project can be applied for future investigations.