O apelo ecológico na propaganda como fator de influência na atitude de compra do consumidor: um estudo experimental

• Autor(a) principal: Santos, João Maurício
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/7833
• topic: Marketing verde; Propaganda; Persuasão; Apelo ecológico; Atitudes; Green marketing; Ecological appeal; Attitudes; Advertising; Persuasion; Administração de empresas; Marketing ecológico; Propaganda; Comportamento do consumidor

This study examined the ecological appeal used in advertising as influences on consumer buying behavior, given that the last two decades there has been an increase in advertisement that use this type of appeal, demonstrating that the emergence of a new market niche, companies have taken advantage of green marketing and normative influence in their marketing strategy. We sought to investigate whether indeed the use of ecological appeal in advertising has a positive effect on purchase intent of consumers. The theoretical foundation of the theme was developed from studies of consumer behavior, attitudes toward advertising, social psychology and other related to the subject. That reasoning led some conceptual proposals, translated into a set of assumptions, which in the case of a causal research, were tested by means of experimental between subjects, with eight levels of handling, a nonprobability sample comprised of 215 postgraduate students in the city of Curitiba and implementation of a structured questionnaire consisting of closed questions and answers staggered non-comparative interval semantic differential type, with seven categories. The results indicated that the ecological appeal used in advertising as a selling point, did not generate a significantly more favorable purchase intention, however, for the purpose of purchasing, the ecological appeal in advertising generated a significantly more favorable attitude than attitude toward the brand, and a less favorable attitude than the attitude toward the price. The results also indicated that the consumer is not willing to pay a higher price for a product advertised with ecological appeal of sale. Suggestions for future research are discussed in the light of marketing theory.