How communicating sustainable packaging impacts the consumer’s purchase intention
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25371 |
Resumo: | Consumers are more and more concerned about environmental and social issues and thus increasingly ask for products with sustainable product attributes. Around one third of the consumers already base their purchase decision on a brand’s social and environmental-friendly efforts. Since green marketing efforts have a bad image among consumers though, marketers face a conflict when it comes to communicating their sustainable product attributes. This study aims at identifying which factors and which communication style (emotional vs. informative) impact the consumer’s purchase intention for products that communicate sustainable packaging – a product attribute that addresses the consumer’s major environmental concern namely waste. In the context of an exploratory study, a cross-sectional survey was conducted that exposed respondents to a product picture of washing-up liquid communicating sustainable packaging either in an emotional or in an informative way or to a control stimulus. The stimuli were created based on a pre-study inspired by the Delphi technique which aimed at finding a consensus between the respondents according their perceptions about the degree of emotions of existing sustainable packaging claims. Findings indicate that communicating sustainable packaging in an emotional or an informative way makes no difference for the consumer’s purchase intention. Overall, the impact of communicating sustainable packaging on the purchase intention is mediated by the consumer’s added value for sustainable packaging and has different effects depending on the consumer’s pro-environmental attitude. |
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How communicating sustainable packaging impacts the consumer’s purchase intentionDomínio/Área Científica::Ciências Sociais::Economia e GestãoConsumers are more and more concerned about environmental and social issues and thus increasingly ask for products with sustainable product attributes. Around one third of the consumers already base their purchase decision on a brand’s social and environmental-friendly efforts. Since green marketing efforts have a bad image among consumers though, marketers face a conflict when it comes to communicating their sustainable product attributes. This study aims at identifying which factors and which communication style (emotional vs. informative) impact the consumer’s purchase intention for products that communicate sustainable packaging – a product attribute that addresses the consumer’s major environmental concern namely waste. In the context of an exploratory study, a cross-sectional survey was conducted that exposed respondents to a product picture of washing-up liquid communicating sustainable packaging either in an emotional or in an informative way or to a control stimulus. The stimuli were created based on a pre-study inspired by the Delphi technique which aimed at finding a consensus between the respondents according their perceptions about the degree of emotions of existing sustainable packaging claims. Findings indicate that communicating sustainable packaging in an emotional or an informative way makes no difference for the consumer’s purchase intention. Overall, the impact of communicating sustainable packaging on the purchase intention is mediated by the consumer’s added value for sustainable packaging and has different effects depending on the consumer’s pro-environmental attitude.Os consumidores estão cada vez mais preocupados com assuntos ambientais e sociais, por isso estão mais apreensivos com produtos que apresentam características sustentáveis. O “green Marketing” causa uma má imagem das marcas aos olhos dos consumidores e por isso, os profissionais do Marketing enfrentam problemas quando querem comunicar os atributos sustentáveis dos seus produtos. Este estudo tem o objetivo de identificar quais os fatores e impactos na decisão de compra dos consumidores, dos estilos de comunicação utilizados para comunicar uma embalagem sustentável (emocional VS informativo) – um atributo de um produto que visa enaltecer o mais importante problema para os consumidores: desperdício. No contexto deste estudo, uma pesquisa transversal foi realizada com o objetivo de expor aos participantes uma imagem de um produto de lava-loiças, com informação, quer emocional e informativa de forma a criar um estímulo, à cerca dos seus atributos sustentáveis. O estímulo foi criado com base num estudo previamente realizado e inspirado pela técnica Delphi que tem como objetivo encontrar consenso entre os participantes, de acordo com as suas perceções à cerca dos níveis de emoções criados devido à informação alusiva à sustentabilidade presente nas embalagens. As conclusões deste estudo indicam que comunicar de forma emocional ou informativa nas embalagens não apresenta qualquer diferença para a decisão de compra dos consumidores. O impacto da comunicação sustentável nas embalagens na decisão de compra, é mediada se os consumidores consideram uma embalagem sustentável importante e apresenta efeitos diferentes consoante a visão dos consumidores para problemas ambientais.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaBrouwers, Teresa2018-07-31T11:00:39Z2018-03-1620182018-03-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25371TID:201888530enginfo: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:RCAAP2023-07-12T17:30:45Zoai:repositorio.ucp.pt:10400.14/25371Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:13.513822Repositório 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 communicating sustainable packaging impacts the consumer’s purchase intention |
title |
How communicating sustainable packaging impacts the consumer’s purchase intention |
spellingShingle |
How communicating sustainable packaging impacts the consumer’s purchase intention Brouwers, Teresa Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How communicating sustainable packaging impacts the consumer’s purchase intention |
title_full |
How communicating sustainable packaging impacts the consumer’s purchase intention |
title_fullStr |
How communicating sustainable packaging impacts the consumer’s purchase intention |
title_full_unstemmed |
How communicating sustainable packaging impacts the consumer’s purchase intention |
title_sort |
How communicating sustainable packaging impacts the consumer’s purchase intention |
author |
Brouwers, Teresa |
author_facet |
Brouwers, Teresa |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Brouwers, Teresa |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Consumers are more and more concerned about environmental and social issues and thus increasingly ask for products with sustainable product attributes. Around one third of the consumers already base their purchase decision on a brand’s social and environmental-friendly efforts. Since green marketing efforts have a bad image among consumers though, marketers face a conflict when it comes to communicating their sustainable product attributes. This study aims at identifying which factors and which communication style (emotional vs. informative) impact the consumer’s purchase intention for products that communicate sustainable packaging – a product attribute that addresses the consumer’s major environmental concern namely waste. In the context of an exploratory study, a cross-sectional survey was conducted that exposed respondents to a product picture of washing-up liquid communicating sustainable packaging either in an emotional or in an informative way or to a control stimulus. The stimuli were created based on a pre-study inspired by the Delphi technique which aimed at finding a consensus between the respondents according their perceptions about the degree of emotions of existing sustainable packaging claims. Findings indicate that communicating sustainable packaging in an emotional or an informative way makes no difference for the consumer’s purchase intention. Overall, the impact of communicating sustainable packaging on the purchase intention is mediated by the consumer’s added value for sustainable packaging and has different effects depending on the consumer’s pro-environmental attitude. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-07-31T11:00:39Z 2018-03-16 2018 2018-03-16T00:00:00Z |
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/10400.14/25371 TID:201888530 |
url |
http://hdl.handle.net/10400.14/25371 |
identifier_str_mv |
TID:201888530 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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