How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/34753 |
Resumo: | In a world where consumers involve themselves in the causes they believe, ethical consumption is getting the public’s attention and cruelty-free products are no exception. According to the Humane Society International, the European Union is now the world’s largest cruelty-free cosmetic market. Despite that fact, in the literature, some space remains for investigation. This study intended to comprehend how purchase intention is influenced by the existence of cruelty-free logos on package and how it affects brand image. The moderation impact of logo awareness and moral obligation were also included in the analysis. To reach relevant conclusions, a focus group and a survey questionnaire were conducted. The last one was designed considering three different scenarios, which were randomly assigned to the respondents. Therefore, they could be confronted with a package without a cruelty-free logo, with an uncertified cruelty-free logo or with a certified cruelty-free logo. Overall, the results revealed that cruelty-free logos lead to higher purchase intentions and that the visual effect of the logo positively affects brand image. It was also proved that brand image mediates the relationship between the visual effect of the cruelty-free logo and purchase intention. The moderation effect of logo awareness and moral obligation were not confirmed. |
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How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral ObligationCruelty-freeCruelty-free logosCruelty-free productsCertified cruelty-free logosUncertified cruelty-free logosPurchase of cruelty-free productsEthical consumptionLogótipos cruelty-freeProdutos cruelty-freeLogótipos cruelty-free certificadosLogótipos cruelty-free não certificadosCompra de produtos cruelty-freeConsumo éticoDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn a world where consumers involve themselves in the causes they believe, ethical consumption is getting the public’s attention and cruelty-free products are no exception. According to the Humane Society International, the European Union is now the world’s largest cruelty-free cosmetic market. Despite that fact, in the literature, some space remains for investigation. This study intended to comprehend how purchase intention is influenced by the existence of cruelty-free logos on package and how it affects brand image. The moderation impact of logo awareness and moral obligation were also included in the analysis. To reach relevant conclusions, a focus group and a survey questionnaire were conducted. The last one was designed considering three different scenarios, which were randomly assigned to the respondents. Therefore, they could be confronted with a package without a cruelty-free logo, with an uncertified cruelty-free logo or with a certified cruelty-free logo. Overall, the results revealed that cruelty-free logos lead to higher purchase intentions and that the visual effect of the logo positively affects brand image. It was also proved that brand image mediates the relationship between the visual effect of the cruelty-free logo and purchase intention. The moderation effect of logo awareness and moral obligation were not confirmed.Num mundo em que os consumidores lutam pelas causas em que acreditam, o consumo ético tem vindo a ganhar a atenção do público e produtos cruelty-free não são exceção. De acordo com a Humane Society International, a União Europeia é agora o maior mercado de cosméticos cruelty-free. No entanto, na literatura, resta algum espaço para investigação na área. Este estudo pretende compreender como a intenção de compra é influenciada pela existência de logótipos cruelty-free na embalagem e como isso afeta a imagem de marca. O impacto moderador de conhecer o logótipo e da obrigação moral de comprar foram também incluídos na análise. A fim de chegar a conclusões relevantes, foram realizados um focus group e um questionário. O último foi criado com base em três cenários diferentes, que foram atribuídos aleatoriamente aos inquiridos. Assim, os mesmos podiam ser confrontados com uma embalagem sem um logótipo cruelty-free, com um logótipo cruelty-free não certificado ou com um logótipo cruelty-free certificado. Globalmente, os resultados revelaram que logótipos cruelty-free levam a intenções de compra mais elevadas e que o efeito visual do logótipo afeta positivamente a imagem de marca. Ficou também provado que a imagem de marca medeia a relação entre o efeito visual do logótipo cruelty-free e a intenção de compra. O efeito moderador de conhecer o logótipo e da obrigação moral de comprar não foram comprovados.Fernandes, Daniel Von Der HeydeVeritati - Repositório Institucional da Universidade Católica PortuguesaCadete, Beatriz João Ramilo Gomes Pereira2021-09-13T07:15:03Z2021-02-0320212021-02-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/34753TID:202657299enginfo: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:RCAAP2023-07-12T17:40:16Zoai:repositorio.ucp.pt:10400.14/34753Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:10.722625Repositório 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 cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
title |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
spellingShingle |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation Cadete, Beatriz João Ramilo Gomes Pereira Cruelty-free Cruelty-free logos Cruelty-free products Certified cruelty-free logos Uncertified cruelty-free logos Purchase of cruelty-free products Ethical consumption Logótipos cruelty-free Produtos cruelty-free Logótipos cruelty-free certificados Logótipos cruelty-free não certificados Compra de produtos cruelty-free Consumo ético Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
title_full |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
title_fullStr |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
title_full_unstemmed |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
title_sort |
How cruelty-free logos influence Consumers’ Purchase Intention : the effects of Brand Image Logo Awareness and Moral Obligation |
author |
Cadete, Beatriz João Ramilo Gomes Pereira |
author_facet |
Cadete, Beatriz João Ramilo Gomes Pereira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Fernandes, Daniel Von Der Heyde Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cadete, Beatriz João Ramilo Gomes Pereira |
dc.subject.por.fl_str_mv |
Cruelty-free Cruelty-free logos Cruelty-free products Certified cruelty-free logos Uncertified cruelty-free logos Purchase of cruelty-free products Ethical consumption Logótipos cruelty-free Produtos cruelty-free Logótipos cruelty-free certificados Logótipos cruelty-free não certificados Compra de produtos cruelty-free Consumo ético Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Cruelty-free Cruelty-free logos Cruelty-free products Certified cruelty-free logos Uncertified cruelty-free logos Purchase of cruelty-free products Ethical consumption Logótipos cruelty-free Produtos cruelty-free Logótipos cruelty-free certificados Logótipos cruelty-free não certificados Compra de produtos cruelty-free Consumo ético Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In a world where consumers involve themselves in the causes they believe, ethical consumption is getting the public’s attention and cruelty-free products are no exception. According to the Humane Society International, the European Union is now the world’s largest cruelty-free cosmetic market. Despite that fact, in the literature, some space remains for investigation. This study intended to comprehend how purchase intention is influenced by the existence of cruelty-free logos on package and how it affects brand image. The moderation impact of logo awareness and moral obligation were also included in the analysis. To reach relevant conclusions, a focus group and a survey questionnaire were conducted. The last one was designed considering three different scenarios, which were randomly assigned to the respondents. Therefore, they could be confronted with a package without a cruelty-free logo, with an uncertified cruelty-free logo or with a certified cruelty-free logo. Overall, the results revealed that cruelty-free logos lead to higher purchase intentions and that the visual effect of the logo positively affects brand image. It was also proved that brand image mediates the relationship between the visual effect of the cruelty-free logo and purchase intention. The moderation effect of logo awareness and moral obligation were not confirmed. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-13T07:15:03Z 2021-02-03 2021 2021-02-03T00:00:00Z |
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/10400.14/34753 TID:202657299 |
url |
http://hdl.handle.net/10400.14/34753 |
identifier_str_mv |
TID:202657299 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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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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