How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42581 |
Resumo: | In recent years there has been an increase in the number of organic/natural cosmetic brands in Portugal. Being a relatively new and expanding market in Portugal, it is very relevant for brands to understand the behaviour of their potential consumers. This study aims to understand the relationship between consumers' environmental or health concerns and their affect for this category of organic products. Taking that into consideration, we also analysed to what extent can packaging influence perceptions about the healthiness and environmental friendliness of cosmetics. The study was carried out through an online survey, with 192 valid responses. The results of this analysis led to the conclusion that consumers consider glass packaging to be healthier and more environmentally friendly than plastic packaging. On the other hand, colour (red vs. green) had no influence on consumers' perceptions. Additionally, consumers showed more affect for organic cosmetics which are perceived as healthier and more environmentally friendly. However, while health concerns proved to be a moderating variable in this relationship, environmental concerns had no influence. Finally, both concerns (environmental and health) influence the level of affect a Portuguese consumer has for an organic or natural cosmetic, with health concerns being more influential. These findings provide organic cosmetic brands relevant insights on how to adapt their strategy to serve their target audience and be more competitive more effectively. |
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How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concernsHealth concernsEnvironmental concernsAffectOrganic or natural cosmeticsPerceived healthinessPerceived environmental friendlinessPackagingPreocupações ambientaisPreocupações com a saúdeAfetoCosméticos orgânicos ou naturaisEmbalagemDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn recent years there has been an increase in the number of organic/natural cosmetic brands in Portugal. Being a relatively new and expanding market in Portugal, it is very relevant for brands to understand the behaviour of their potential consumers. This study aims to understand the relationship between consumers' environmental or health concerns and their affect for this category of organic products. Taking that into consideration, we also analysed to what extent can packaging influence perceptions about the healthiness and environmental friendliness of cosmetics. The study was carried out through an online survey, with 192 valid responses. The results of this analysis led to the conclusion that consumers consider glass packaging to be healthier and more environmentally friendly than plastic packaging. On the other hand, colour (red vs. green) had no influence on consumers' perceptions. Additionally, consumers showed more affect for organic cosmetics which are perceived as healthier and more environmentally friendly. However, while health concerns proved to be a moderating variable in this relationship, environmental concerns had no influence. Finally, both concerns (environmental and health) influence the level of affect a Portuguese consumer has for an organic or natural cosmetic, with health concerns being more influential. These findings provide organic cosmetic brands relevant insights on how to adapt their strategy to serve their target audience and be more competitive more effectively.Nos últimos anos tem havido um aumento no número de marcas de cosméticos orgânicos ou naturais em Portugal. Sendo um mercado relativamente novo e em expansão em Portugal, é do interesse das marcas perceber o comportamento dos seus potenciais consumidores. Este estudo pretende perceber qual a relação entre as preocupações ambientais ou com a saúde dos consumidores com o afeto que têm a esta categoria de produtos orgânicos. Tendo isso em consideração, analisamos também se a embalagem influencia o facto destes cosméticos serem percebidos como mais ou menos saudáveis e amigos do ambiente. O estudo foi feito através de um inquérito online, tendo 192 respostas válidos. Os resultados desta análise permitiram concluir que os consumidores consideram as embalagens de vidro mais saudáveis e mais amigas do ambiente do que as embalagens de plástico. Por outro lado, a cor (vermelho vs. verde) demonstrou não ter qualquer influência na perceção dos consumidores. Adicionalmente, os consumidores demonstraram ter mais afeto por cosméticos orgânicos que são percebidos como mais saudáveis e mais amigos do ambiente. No entanto, enquanto a preocupação com a saúde demonstrou ser uma variável moderadora desta relação, a preocupação com o ambiente não teve qualquer influência. Por fim, ambas as preocupações (ambientais e com a saúde) influenciam o nível de afeto que um consumidor português tem por um cosmético orgânico/natural, sendo que a preocupação com a saúde tem uma maior relevância. Os resultados deste estudo permitem às marcas de cosméticos orgânicos compreender como devem adaptar a sua estratégia de modo a melhor responderem às preocupações do seu público-alvo.Machado, Joana Pinto Leite CésarVeritati - Repositório Institucional da Universidade Católica PortuguesaMoreira, Maria Pinto de Leão Araújo2024-03-01T01:31:06Z2023-07-132023-012023-07-13T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42581TID:203350677enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-05T01:36:37Zoai:repositorio.ucp.pt:10400.14/42581Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:31:00.959764Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
title |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
spellingShingle |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns Moreira, Maria Pinto de Leão Araújo Health concerns Environmental concerns Affect Organic or natural cosmetics Perceived healthiness Perceived environmental friendliness Packaging Preocupações ambientais Preocupações com a saúde Afeto Cosméticos orgânicos ou naturais Embalagem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
title_full |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
title_fullStr |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
title_full_unstemmed |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
title_sort |
How is affect towards organic or natural cosmetics build? : the relevance of packaging design and environmental and health concerns |
author |
Moreira, Maria Pinto de Leão Araújo |
author_facet |
Moreira, Maria Pinto de Leão Araújo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Moreira, Maria Pinto de Leão Araújo |
dc.subject.por.fl_str_mv |
Health concerns Environmental concerns Affect Organic or natural cosmetics Perceived healthiness Perceived environmental friendliness Packaging Preocupações ambientais Preocupações com a saúde Afeto Cosméticos orgânicos ou naturais Embalagem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Health concerns Environmental concerns Affect Organic or natural cosmetics Perceived healthiness Perceived environmental friendliness Packaging Preocupações ambientais Preocupações com a saúde Afeto Cosméticos orgânicos ou naturais Embalagem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In recent years there has been an increase in the number of organic/natural cosmetic brands in Portugal. Being a relatively new and expanding market in Portugal, it is very relevant for brands to understand the behaviour of their potential consumers. This study aims to understand the relationship between consumers' environmental or health concerns and their affect for this category of organic products. Taking that into consideration, we also analysed to what extent can packaging influence perceptions about the healthiness and environmental friendliness of cosmetics. The study was carried out through an online survey, with 192 valid responses. The results of this analysis led to the conclusion that consumers consider glass packaging to be healthier and more environmentally friendly than plastic packaging. On the other hand, colour (red vs. green) had no influence on consumers' perceptions. Additionally, consumers showed more affect for organic cosmetics which are perceived as healthier and more environmentally friendly. However, while health concerns proved to be a moderating variable in this relationship, environmental concerns had no influence. Finally, both concerns (environmental and health) influence the level of affect a Portuguese consumer has for an organic or natural cosmetic, with health concerns being more influential. These findings provide organic cosmetic brands relevant insights on how to adapt their strategy to serve their target audience and be more competitive more effectively. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-07-13 2023-01 2023-07-13T00:00:00Z 2024-03-01T01:31:06Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42581 TID:203350677 |
url |
http://hdl.handle.net/10400.14/42581 |
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TID:203350677 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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