The Impact of the Greening Trend on the Activities of Companies in the Global Food Market: Nestle, Unilever, Danone

In the modern consumer-oriented world the negative impact of goods and their production on the environment has been ignored for a long time. The depletion of natural resources caused by rapid economic growth has damaged the environment and caused significant environmental problems. Due to the annual increase of ecological problems, public concern about the state of the environment has been steadily growing over the past decades. Thus, the solution to the mentioned above problems underlies the implementing of environmental policies in the activities of the companies, as well as the application of government measures and restrictions by international institutions that also aim to protect the environment from the negative impact. Businesses and consumers have begun to challenge environmental goods and their production, but the main concern of the companies in the context of ecologization is the potential impact of environmental policies on the companies. To date, this issue has been poorly studied in the scientific literature, and therefore, the proposed research is aimed to identify and quantify the impact of ecologization on the activities of the largest international food companies Nestle, Unilever and Danone and their position in the global food market of environmentally friendly products. The current study takes into account both quantitative and qualitative assessment of the impact of the implementation of environmental protection measures on the activities of the companies in the global food market, the proposed research includes a correlation analysis, calculation of growth of organic market segments of developed and developing countries, analysis of shares of the companies due to the implementation of environmental protection measures and also a SWOT analysis of Nestle, Unilever, and Danone. In addition, the proposed research assesses the perspective development of the global food market.