Exploring the tension between purpose and behaviour: How does the connection between brand purpose and brand behaviours influence the consumer-brand relationship?

Abstract

In 2019, Ubuntu Baba, a local brand, accused Woolworths South Africa of plagiarising their carrier design. This led to multiple consumers calling a boycott. This alleged behaviour, seemed to oppose Woolworths’ purpose as a responsible retailer. The study was sparked to consider whether the consumer-brand relationship is influenced by the tension between purpose and behaviour. The researcher’s main consideration was to ask, what does it mean for consumers, when brands don’t do as they say? An explorative and qualitative study of how Woolworths positions their purpose, and how consumers perceive Woolworths’ purpose in relation to their behaviour, was conducted. To explore Woolworths’ position, data was collected from a content analysis of their website. Consumer perception was explored by collecting data from field research interviews. Findings illustrated that Woolworths does indeed position themselves as a responsible retailer and have strategies in place to deliver on their purpose. Consumer interviews showed that consumers will continue to support Woolworths, as they view Woolworths more responsibly than other retailers. However, consumers have high expectations of Woolworths to take accountability for misaligned actions. This research has added value to understanding the connection between purpose and behaviour more intently.