Estratégias de resposta a um consumo sustentável e responsável
: estudo de caso Lipton

  • Catarina Vieira Machado do Vale (Student)

Student thesis: Master's Thesis


Sustainability is a phenomenon that has been becoming a very important matter nowadays.Customers are becoming highly informed and conscious about the impact that theirconsuming choices have on the environment and the society. Simultaneously, as an answerto these matters and to turn the world into a better place, companies are being forced to takeaction in order to minimize their negative impact, developing new sustainable measures.Corporate social responsibility and green marketing are some of the strategies adopted.Furthermore, companies have the goal to make this world a more economic, social andenvironmentally balanced one. In fact, this reality has brought an opportunity for brands toreinvent themselves.This report was emerged by an internship held for Lipton from February 2019 to February2020, integrant brand of Unilever. The main goal is to understand which strategies werechosen to promote a responsible and sustainable consumption.
Date of Award23 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Ganito (Supervisor)


  • Sustainability
  • Consumers
  • Brands
  • Corporate social responsibility
  • Green Marketing


  • Mestrado em Ciências da Comunicação

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