Travail de fin d'études: La pertinence et l'efficacité du marketing durable: exploration des motivations et des freins des consommateurs dans le secteur de l'alimentation et des boissons

Abstract

This master thesis examines the relevance and limitations of sustainable marketing in the food and beverage sector, with a particular focus on the chocolate and coffee industries. As sustainability becomes increasingly integrated into corporate strategies, this research investigates whether sustainable marketing initiatives effectively influence consumer purchasing behavior. The study adopts a qualitative approach based on semi-structured interviews conducted with both consumers and companies operating in the Belgian chocolate and coffee sectors, namely Benoît Nihant and Charles Liégeois. It explores how sustainability initiatives are integrated into marketing strategies and how consumers perceive and interpret them in their purchasing decisions. The findings reveal a significant gap between consumers’ positive attitudes toward sustainability and their actual purchasing behaviors. Although most respondents express favorable perceptions of sustainable practices and associate them with ethical values, quality, authenticity, and environmental responsibility, these considerations remain secondary during the purchasing process. Consumers continue to prioritize immediate and tangible criteria such as price, taste, product quality, convenience, and consumption habits. The research also highlights the importance of perceived credibility in sustainable marketing. Consumers value sustainability initiatives when they are perceived as authentic, transparent, and consistent with a company’s identity. However, skepticism remains strong due to concerns about greenwashing and the proliferation of sustainability claims. Labels, certifications, traceability, and storytelling reinforce trust when they are understandable and credible. Furthermore, the results underline a structural misalignment between corporate sustainability strategies and consumer decision-making processes. While companies increasingly use sustainability as a differentiation tool, consumers generally view it as a complementary rather than primary purchasing criterion. This research suggests that sustainable marketing is most effective when integrated into a broader value proposition combining quality, accessibility, authenticity, and trust, thereby reducing perceived trade-offs and aligning with consumers’ actual purchasing priorities.