Do consumers intend to buy more co-created green products than traditionally developed green products?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40213 |
Resumo: | The globe is currently facing a number of environmental issues that require the rapid development of ecological technologies. Green product purchases continue to fall short of market forecasts. One of the causes of this behavior is a lack of trust in corporate environmental claims. According to the literature, co-creation is a strategy for increasing consumers' trust and, as a result, their buying intentions. Additionally, firms that foster co-creation are perceived as being more customer-centric, which should lead to more favorable attitudes toward consumption. According to two studies conducted on this research, co-creation of green products increases consumer trust. Literature also states that the relevance of political orientation as a moderator between the type of development (co-creation vs professionals only) and consumer trust is considered significant. Liberal consumers (with low-power distance) tend to trust more in co-created products, whereas conservative consumers (with a high-power distance) are more likely to trust products generated solely by experts. Despite the above, the effects of co-creation on the green economy have yet to receive much attention. Therefore, the main goal of this dissertation is to help executives better understand how co-creation can contribute to increasing consumer trust. Hence, companies should more commonly use co-creation in the development of green products in order to generate trust and additional sales. There are also limitations and suggestions for future research. |
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Do consumers intend to buy more co-created green products than traditionally developed green products?Co-creationPolitical orientationPower-distanceGreen productsTrustConservativeLiberalTrust in greenPurchasing intentionCocriaçãoVerdeOrientação políticaDistância do poderProdutos verdesConfiançaConservadorConfiança no verdeIntenção de compraDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe globe is currently facing a number of environmental issues that require the rapid development of ecological technologies. Green product purchases continue to fall short of market forecasts. One of the causes of this behavior is a lack of trust in corporate environmental claims. According to the literature, co-creation is a strategy for increasing consumers' trust and, as a result, their buying intentions. Additionally, firms that foster co-creation are perceived as being more customer-centric, which should lead to more favorable attitudes toward consumption. According to two studies conducted on this research, co-creation of green products increases consumer trust. Literature also states that the relevance of political orientation as a moderator between the type of development (co-creation vs professionals only) and consumer trust is considered significant. Liberal consumers (with low-power distance) tend to trust more in co-created products, whereas conservative consumers (with a high-power distance) are more likely to trust products generated solely by experts. Despite the above, the effects of co-creation on the green economy have yet to receive much attention. Therefore, the main goal of this dissertation is to help executives better understand how co-creation can contribute to increasing consumer trust. Hence, companies should more commonly use co-creation in the development of green products in order to generate trust and additional sales. There are also limitations and suggestions for future research.O mundo está atualmente a enfrentar uma série de questões ambientais que exigem o rápido desenvolvimento de tecnologias ecológicas. As compras de produtos verdes continuam aquém das previsões do mercado. Uma das causas deste comportamento é a falta de confiança nas declarações ambientais corporativas. De acordo com a literatura, a cocriação é uma estratégia para aumentar a confiança dos consumidores e, consequentemente, as suas intenções de compra. Além disso, as empresas que promovem a cocriação são percebidas como mais centradas no cliente, o que deve levar a atitudes mais favoráveis em relação ao consumo. De acordo com dois estudos realizados nesta pesquisa, a cocriação de produtos verdes aumenta a confiança do consumidor. A literatura também afirma que a relevância da orientação política como moderador entre o tipo de desenvolvimento (cocriação vs. apenas profissionais) e a confiança do consumidor é considerada significativa. Consumidores liberais (com distância de baixa potência) tendem a confiar mais em produtos cocriados, enquanto consumidores conservadores (com distância de alta potência) são mais propensos a confiar em produtos gerados exclusivamente por especialistas. Apesar do exposto, os efeitos da cocriação na economia verde ainda precisam receber muita atenção. Portanto, o principal objetivo desta dissertação é ajudar os executivos a entender melhor como a cocriação pode contribuir para aumentar a confiança do consumidor. Assim, as empresas devem usar mais frequentemente a cocriação no desenvolvimento de produtos verdes para gerar confiança e vendas adicionais. Há também limitações e sugestões para pesquisas futuras.Costa, Cláudia Isabel de SousaVeritati - Repositório Institucional da Universidade Católica PortuguesaAmaro, Pedro Pires2023-02-14T14:13:31Z2022-06-292022-062022-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40213TID:203133838enginfo: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:RCAAP2023-07-12T17:45:46Zoai:repositorio.ucp.pt:10400.14/40213Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:32:56.892637Repositório 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 |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
title |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
spellingShingle |
Do consumers intend to buy more co-created green products than traditionally developed green products? Amaro, Pedro Pires Co-creation Political orientation Power-distance Green products Trust Conservative Liberal Trust in green Purchasing intention Cocriação Verde Orientação política Distância do poder Produtos verdes Confiança Conservador Confiança no verde Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
title_full |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
title_fullStr |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
title_full_unstemmed |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
title_sort |
Do consumers intend to buy more co-created green products than traditionally developed green products? |
author |
Amaro, Pedro Pires |
author_facet |
Amaro, Pedro Pires |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Cláudia Isabel de Sousa Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Amaro, Pedro Pires |
dc.subject.por.fl_str_mv |
Co-creation Political orientation Power-distance Green products Trust Conservative Liberal Trust in green Purchasing intention Cocriação Verde Orientação política Distância do poder Produtos verdes Confiança Conservador Confiança no verde Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-creation Political orientation Power-distance Green products Trust Conservative Liberal Trust in green Purchasing intention Cocriação Verde Orientação política Distância do poder Produtos verdes Confiança Conservador Confiança no verde Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The globe is currently facing a number of environmental issues that require the rapid development of ecological technologies. Green product purchases continue to fall short of market forecasts. One of the causes of this behavior is a lack of trust in corporate environmental claims. According to the literature, co-creation is a strategy for increasing consumers' trust and, as a result, their buying intentions. Additionally, firms that foster co-creation are perceived as being more customer-centric, which should lead to more favorable attitudes toward consumption. According to two studies conducted on this research, co-creation of green products increases consumer trust. Literature also states that the relevance of political orientation as a moderator between the type of development (co-creation vs professionals only) and consumer trust is considered significant. Liberal consumers (with low-power distance) tend to trust more in co-created products, whereas conservative consumers (with a high-power distance) are more likely to trust products generated solely by experts. Despite the above, the effects of co-creation on the green economy have yet to receive much attention. Therefore, the main goal of this dissertation is to help executives better understand how co-creation can contribute to increasing consumer trust. Hence, companies should more commonly use co-creation in the development of green products in order to generate trust and additional sales. There are also limitations and suggestions for future research. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-29 2022-06 2022-06-29T00:00:00Z 2023-02-14T14:13:31Z |
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/10400.14/40213 TID:203133838 |
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http://hdl.handle.net/10400.14/40213 |
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TID:203133838 |
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eng |
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openAccess |
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application/pdf |
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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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