Customer Perception and approval
These graphs represent a customer’s perception of a brand’s sustainability measures (x-axis), and the customer’s approval of that brand.
The first graph (expected) shows my hypothesized results, based on the brand's use of buzzwords, my personal experience, and shopping patterns.
The second graph shows the results of an online survey. The survey asked surveyors to rate a brand from 1-10 based on their personal approval and based on how “sustainable” they perceive the brand to be. The definition of sustainability was left up to the surveyor, as the goal was to measure perception. The survey had 25 responses. The following graph shows the average of the surveyor’s responses.
Overall, the survey had very different results from what was expected. However, there is a correlation between higher perceived sustainability and higher approval rating.