Sustainable development in the fruits industry for the Cora Hypermarkets of North Eastern France: relative reliability and success
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MSc in Marketing
Dublin Business School
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Today, the planet is suffering because of our excessive consumption. There are 3 main categories of issues which are created by it : Social, economic and ecologic issues. Sustainable development seems to be a good solution to avoid those issues, because it act on the consumption ‘s society, and all its process (production, transport, recycling), by tacking into account the same categories. Therefore, social, economy and ecology are the 3 pillards of the sustainable development (secondary research). But a lot of new issues were recently created by this new concept, as the greenwashing, a bad application of the sustainable development, false marketing arguments, bad monitoring of the products, and so on. That’s why the researcher choose to analyse if sustainable development is reliable. He choose the fruits industry of Cora’s hypermarkets in North East of France, because it’s a target that he could analyse well, and it’s perfectly representative about average consumers in France. The type of shops (hypermarket) and the fruits industry are perfectly representative about the necessity of the sustainable development and its limits as well. The researcher choose to answer this question by stating an hypothesis : The answer will depend on the customer’s perception of the sustainable development of fruits in Cora (north east of France). So we have analyse the consumer’s behaviour in our case, by using a survey (primary research). The researcher used general questions to find the trends in the consumption on this market, and precise questions, to find the reasons of those trends. The goal is to find if sustainable development is reliable in our case, but also to know why, and to find some solutions to improve the sustainable development for fruits industry for cora, but also for sustainable development in general. So the dissertation aims to be a point of reference for future research pertinent to academics and practitioners alike.