The race to sustainable retail trade: An exploration of brand personality within the South African context

Abstract

Sustainable retail trade is essentially the responsibility on manufacturers’ and retailers’ part to conduct business operations without compromising future generation’s ability to meet their own needs. This is regarded as a sensitive issue of increasing interest due to the reduction of single-use plastic usage and consumers’ expectations of their retailers rising. This comes as a result of a global education of what sustainable conduct is. The existing literature exploring consumers’ expectations of their retailers to conduct themselves in a more sustainable manner is limited. Woolworths was of particular interest because they have been the most profitable food retailer in South Africa for many years, and was identified as having made the most concerted effort to be more sustainable. Woolworths Holdings was evaluated according to consumer’s perceptions as well as Aaker’s Brand Personality Model. The brand’s stated vision is to be the world’s most sustainable retailer by 2020. Ultimately, it was found that Woolworths values providing quality offerings more than they do becoming a more sustainable retailer.