Abstract:
Sustainable retail trade is essentially the responsibility on manufacturers’ and
retailers’ part to conduct business operations without compromising future
generation’s ability to meet their own needs. This is regarded as a sensitive issue of
increasing interest due to the reduction of single-use plastic usage and consumers’
expectations of their retailers rising. This comes as a result of a global education of
what sustainable conduct is. The existing literature exploring consumers’
expectations of their retailers to conduct themselves in a more sustainable manner is
limited. Woolworths was of particular interest because they have been the most
profitable food retailer in South Africa for many years, and was identified as having
made the most concerted effort to be more sustainable. Woolworths Holdings was
evaluated according to consumer’s perceptions as well as Aaker’s Brand Personality
Model. The brand’s stated vision is to be the world’s most sustainable retailer by
2020. Ultimately, it was found that Woolworths values providing quality offerings
more than they do becoming a more sustainable retailer.
