Sustainability Awareness and Engagement: A Case Study of Woolworths Supermarket

This study assesses the impact of sustainability on public attitude and behavior towards business sustainability initiatives, with a case study of Woolworths Supermarket. It explores the factors that may influence the marketing success of sustainability initiatives and provides insights on the use of social media for sustainability awareness and engagement.

Individual Report

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................2
ANALYSIS RESULTS...................................................................................................................2
DISCUSSION...............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Sustainability is basically having the significant management of the resources so that
accomplishing the objectives of preserving for attaining the future need. In the current era,
having the proper actions regarding the sustainability in turn meeting the objectives of having
ability to retain customers can become possible. The current study is based on Woolworths
Supermarket which is one of the successful retail organization that is operating in specific
market effectively. The current study will pay attention on assessing that sustainability is
helpful in attaining the greater public attitude and behavior so that business sustainability
initiatives can be taken. The recent investigation will emphasize on identifying the factors that
can hinder or improve the marketing success of sustainability can be derived. The main aim of
this qualitative research is to meet the consumers’ concern around climate change by making
promises of sustainability. This study will help in gaining the depth understanding so that
accomplishing the following objectives can become possible.
Objectives:
 To understand the sustainability concern of Woolworths Supermarket’s customers
 To explore the public attitude and behavioral intention towards business sustainability
initiatives
 To recognize the factors that may influence the marketing success of sustainability
initiatives
ANALYSIS RESULTS
Social media is one of the significant platform of marketing which is taken into the
consideration so that evaluating the prevailing performance of the organization becomes easy
(Halicka and et.al., 2021). It provides assistance in identifying the various form of the objectives
like evaluating the sustainability awareness and engagement in turn accomplishing the objective
of gaining relevant insights regarding the same can become possible.
Keyword Involvement
In order to evaluate the performance of the organization it is important for the
organization to pay attention in having the effective form of assessment by establishing the right
keywords. With help of these key words it is important to focus on having the right assessment
of words in turn assessing the corrective results can become possible.
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Figure 1
Figure 2
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Figure 3
The particular data has been generated for the duration from 03/10/ 2022 to 10/10/2022. In
order to get the proper form of outcomes such as greater lead generation so that better form of
sustainability practices can be done the above mentioned figure 1, 2 and 3 is showing those
relevant keywords. These key words are helpful in gathering the data with help of which
evaluating the information in order to meet the objectives can become possible. The workbench
is showing that there are almost 50 posts regarding the chosen topic of sustainability awareness
and engagement.
Keyword cloud
Figure 4
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Figure 5
Figure 6
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Rank word count
1 newsletter 7
2 engagement 32
3 #sustainability 21
4 led 9
5 stakeholder 24
6 ambitious 7
7 awareness 7
8 carbon 13
9 initiatives 9
10 sector 8
11 reduce 8
12 development 10
13 including 9
14 read 8
15 environmental 7
16 work 14
17 impact 11
18 sustainability 20
19 important 15
20 announced 9
On the basis of the presented information in the above charts it can be said that tee is
various form of the key words which are taken into the consideration so that evaluating the
performance of sustainability awareness and engagement can be done in effective manner. On
the basis of this it can be articulated that top keyword is engagement as has been counted 32
whereas sustainability has come for 21 times. With the help of the particular figures such as 4,5
and 6, it can be identified that it has given emphasis on having the relevant information which
shows that initiatives for the lower carbon society which indicate the positive society. It has been
analyzed by referring the twit of Mark Armored. This is helpful in recognizing that particular
organization can get the benefit from this information as taking initiative to make positive
attitude can be exerted in effective manner.
Key influencer
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Figure 7
For making the successful processing of the sustainability and effective practices regarding the
creation of awareness and engagement it is important to identify those influencers who can help
in meeting the objectives. It is the one of the significant factor which can help in identifying that
the initiatives which is taken is successful or not. From the analysis it can be articulated the three
key influencers are K.M Mohr, we included and Paul Williams. Thee all has given the
significant information regarding the sustainability initiatives that can allow to derive the
information regarding spreading the awareness and increasing the engagement in turn meeting
the objectives can be done in effective manner.
Sentiments Trends
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From the assessment of the above information it can be articulated that the sentiment
trends regarding the sustainability awareness and engagement is found to be positive. The main
reason behind this is that from the analysis it has been recognized that 97.4% are found to be
positive whereas other remaining is negative.
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Figure 8
Figure 9
On the basis f the provided information it can be mentioned that the provided information
regarding the keyword group is fund to be 100% which shows its reliability. From the asessment
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it can be said that there are various form of the attitude which is possesses by customers and
stakeholders this shows that relevant information has been obtained from the assessment of
particular formlated dashboard which is reflecting that Twitter is one of the major succcesss
media type trend. The overall dashboard is showing tht for sustainable practices there is
favorable intentions are seen due to the frequent posts, larger number of influencers, etc.
DISCUSSION
Theme 1: Positive attitude towards sustainability awareness and engagement
From the evaluation of sentiments of audience, it can be identified that there is positive
opinion regarding sustainability awareness and engagement as people want to reduce the
negative impact on society. it is identified that there are various s influencers who pay attention
on creating the awareness regarding sustainable practices through using hashtags and crucial key
words so that larger audience coverage can become possible. It is helpful in gaining the better
performance by reducing the irrelevant practices can become possible (Morfoulaki and et.al.,
2022). This involves the utilizing the words which comprises committed, carbon, transit,
impotent, work, valued, sustainable, increase partners, awareness, development, etc. These are
helpful in meeting the objectives of having good performance for the specified organization so
that better approach for the development of firm by ensuring sustainable practices. This is
inclined via specifying the impact on environment, stakeholder engagement. On the basis of
this, it can be said that it is helpful in meeting the objective of recognizing the factors which can
influence the overall processing of sustainability.
Theme 2: Twitter is one of the successful initiative for achieving sustainability awareness
& engagement success
This has played important role in understanding that larger audience who has the focus
one valuating the awareness and engagement of sustainability pay attention on using the Twitter
social media platform. It provides the assistance in building proper form of awareness &
engagement in turn meeting the objective of gaining greater stakeholder engagement to decline
the impact on environment can be exerted in effectual manner (Mavrodieva and et.al., 2019). On
the basis of this, it can be said that there is various form of formulation of strategies for inclining
growth of firm can become possible. This provides assistance in analysing that salesforce
should emphasize on engaging on Twitter in turn better performance can be derived. This can
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provide assistance in receiving the better approach for formulating the sustainable practices in
order to coordinate with the trends.
It can assist in helping the salesforce of Woolworths Supermarket to achieve better form
of results in turn attaining the objective of creating the positive attitude towards the
sustainability among customers can be create. From s the assessment of this, it can be said that
data insights showing that social media is helpful in meeting the objective of choosing the
factors that may influence the marketing success of sustainability initiatives can be done in
effective manner.
Theme 3: Impact on sustainability on society is positive
On the basis of the analysis of the dashboard it can be discussed that for creating the
good intentions regarding the sustainability engagement of stakeholders in turn declining the
negative influence on society can become possible. The increasing engagement is showing that
there are people are highly engaged in such form of the practice so that accomplishing the good
growth by firm to obtain positive reaction from its stakeholder by complying with having
reliable strategy formulation (de Freitas Langrafeand et.al., 2020). This shows that better
accelerating for environment by lower non-sustainable practices. With help of this dashboard it
can be identified that there is various form of aspects which is required to be taken into the
practice in turn meeting the favourable impact on society can become possible. This is
recommended to pay attention on formulating such content that has utilization of these keywords
that better reach to audience can be done to get good performance. proper feedback mechanism
establishing can also help in achieving the reliable results via making proper changes in the
required aspects.
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REFERENCES
Books and Journals
de Freitas Langrafe, T and et.al., 2020. A stakeholder theory approach to creating value in
higher education institutions. The Bottom Line.
Halicka, E and et.al., 2021. Parental food choices and engagement in raising children’s
awareness of sustainable behaviors in urban Poland. International journal of
environmental research and public health. 18(6). p.3225.Poland.
Mavrodieva, A. V and et.al., 2019. Role of social media as a soft power tool in raising public
awareness and engagement in addressing climate change. Climate. 7(10). p.122.
Morfoulaki, M and et.al., 2022. Exploiting Marketing Methods for Increasing Participation and
Engagement in Sustainable Mobility Planning. Sustainability. 14(8). p.4820.
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