Sustainable branding and consumer trust : a strategic framework for Food Waste Reduction Platforms (FWRPs) in Southern Brazil

Abstract

This thesis investigates the critical factors influencing consumer adoption and trust in Food Waste Reduction Platforms (FWRPs), specifically in the culturally rich and distinct market of Southern Brazil. The study addresses a gap in the literature on localized branding strategies for circular economy initiatives in emerging economies. A mixed-methods approach was used, combining quantitative analysis of consumer perception with qualitative insights from questionnaire comments, focusing on motivations, barriers, and the perceived value of surplus food. The research found that, while economic benefit is the main initial adoption motivator, the most significant barrier is the lack of trust and perceived safety.

The analysis distinguishes between safety as a non-negotiable requirement and social mission as the primary emotional motivator. Based on these findings, the study proposes a Strategic Branding Framework centered on three pillars: trust and transparency; verifiable logistics and quality control, measurable impact; quantification of environmental/social economics, and local cultural relevance; integration of regional values. This framework provides practical recommendations for FWRPs to effectively build an authentic brand identity, mitigate consumer risk perception, and achieve sustainable market penetration in Southern Brazil.