The opportunity of energy transition

: do customers value CSR initiatives? ­: the case of BP

Abstract

This dissertation approaches BP’s strategy of achieving Net Zero emissions until 2050 in the context of energy transition, announced in February 2020. It relates BP’s decision of actively working to achieve carbon neutrality with the historical changes the company has undertaken. Moreover, this strategic decision was also analysed in the light of known Corporate Social Responsibility (CSR) frameworks. A double phase research design was chosen. Correspondingly, an exploratory interview with a BP Communications & Advocacy Advisor was realized from which more insight into BP’s strategy was collected. Following that, in the context of the new direction in strategy and the Drive Carbon Neutral (DCN) program promoted by the company in Portugal, a survey directed at customers and potential customers was performed. The results allowed us to conclude that previous knowledge of the DCN campaign is related with a perception of higher importance of BP to energy transition and that this perception is also improved when information is presented directly to customers and potential customers. Further investigation on this topic would allow to deepen and generalize the results, either in the context of other Oil & Gas companies or in other research frameworks and methodologies.

Date of Award	27 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)