Green marketing and the conscious consumers in Portugal

• Autor(a) principal: Nunes, Catarina Quintas
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19288
• topic: Green marketing; Green products; Ecological conscious consumer behaviour; Green barriers; Marketing verde; Produtos verdes; Comportamento ecológico consciente do consumidor; Barreiras verdes

This study aims to understand the green consumer in Portugal by investigating their level of environmental concern and the ecological conscious consumer behaviour shown. Additionally, how they perceive the credibility of ecolabels, the characteristics they find most important in green products and, finally, what are the main obstacles to make green purchases. Furthermore, it was explored if the ecological conscious consumer behaviour in Portugal diverged by means of demographic variables (Gender, age, education, occupation and income level). An online survey was published, and 315 valid responses were gathered and analysed in the statistical program SPSS to make possible answering the research questions and hypothesis proposed for this investigation. The results obtained show that the Portuguese consumers are environmental concerned and show high ecological conscious consumer behaviour. It was concluded that women are more prone to show green behaviour than man, however, there were not found significant differences of ecological conscious consumer behaviour relatively to the other demographic variables in question. Also, the results show ecolabels to be considered credible through the eyes of green consumers in Portugal. Furthermore, environmental concern was found to have a positive impact on green behaviour, as well as the perceived credibility of ecolabels. In contrast, green barriers have a negative impact on green behaviour. Additionally, the most important characteristics of green products are identified in this paper, along with the main obstacles of green purchase.