Changing from plastic to ecologically-designed bottles : the impact on brand valuations
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25280 |
Resumo: | The present dissertation studies consumers’ valuations concerning the change of plastic bottles to ecologically-designed bottles by brands. An experimental study was conducted to investigate if the different levels of brand familiarity (low vs. high) and engagement with social issues impact consumers’ willingness to pay (WTP), likelihood of purchase and consumer perceived ethicality (CPE), for the two types of bottles. Results show that consumers’ brand valuations are higher when the eco-bottle is presented, showing that there is more willingness to pay and likelihood of purchase this type of bottle. Indeed, consumers’ level of ethicality perception with a brand is also increased when a brand changes from plastic to ecologically-designed bottles. Interestingly, this effect is mostly observed for low familiar brands even when consumers have low levels of engagement with social issues. |
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Changing from plastic to ecologically-designed bottles : the impact on brand valuationsSustainabilityConsumer Perceived EthicalityBrand familiarityBottled waterPlastic bottlesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe present dissertation studies consumers’ valuations concerning the change of plastic bottles to ecologically-designed bottles by brands. An experimental study was conducted to investigate if the different levels of brand familiarity (low vs. high) and engagement with social issues impact consumers’ willingness to pay (WTP), likelihood of purchase and consumer perceived ethicality (CPE), for the two types of bottles. Results show that consumers’ brand valuations are higher when the eco-bottle is presented, showing that there is more willingness to pay and likelihood of purchase this type of bottle. Indeed, consumers’ level of ethicality perception with a brand is also increased when a brand changes from plastic to ecologically-designed bottles. Interestingly, this effect is mostly observed for low familiar brands even when consumers have low levels of engagement with social issues.A presente dissertação estuda o efeito da mudança de garrafas de plástico para garrafas ecológicas. Especificamente, examina o impacto que a familiaridade com a marca (alta vs. baixa) e o nível de compromisso com causas ambientais e sociais têm na disposição em pagar, na intenção de compra e nas percepções éticas do consumidor face a marcas que mudam de garrafas de plástico para as garrafas ecológicas. Neste âmbito, realizou-se um estudo experimental que investiga se os diferentes níveis de familiaridade com a marca e de compromisso com causas sociais têm impacto nas avaliações do consumidor. Os resultados mostram que não só as intenções de compra são mais elevadas, como a predisposição para pagar pela garrafa ecológica é superior. As percepções éticas do consumidor tornam-se também mais elevadas quando a garrafa ecológica é apresentada. No entanto, este efeito é maioritariamente observado quando a marca e os níveis de envolvimento com causas sociais são baixos.Colaço, Vera Maria Portela Herédia Lancastre FreitasVeritati - Repositório Institucional da Universidade Católica PortuguesaAtaíde, Maria Tomaz da Costa de Novaes e2018-07-30T09:49:55Z2018-03-0720172018-03-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25280TID:201888246enginfo: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:RCAAP2023-07-12T17:30:40Zoai:repositorio.ucp.pt:10400.14/25280Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:09.077253Repositório 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 |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
title |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
spellingShingle |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations Ataíde, Maria Tomaz da Costa de Novaes e Sustainability Consumer Perceived Ethicality Brand familiarity Bottled water Plastic bottles Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
title_full |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
title_fullStr |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
title_full_unstemmed |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
title_sort |
Changing from plastic to ecologically-designed bottles : the impact on brand valuations |
author |
Ataíde, Maria Tomaz da Costa de Novaes e |
author_facet |
Ataíde, Maria Tomaz da Costa de Novaes e |
author_role |
author |
dc.contributor.none.fl_str_mv |
Colaço, Vera Maria Portela Herédia Lancastre Freitas Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Ataíde, Maria Tomaz da Costa de Novaes e |
dc.subject.por.fl_str_mv |
Sustainability Consumer Perceived Ethicality Brand familiarity Bottled water Plastic bottles Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Consumer Perceived Ethicality Brand familiarity Bottled water Plastic bottles Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The present dissertation studies consumers’ valuations concerning the change of plastic bottles to ecologically-designed bottles by brands. An experimental study was conducted to investigate if the different levels of brand familiarity (low vs. high) and engagement with social issues impact consumers’ willingness to pay (WTP), likelihood of purchase and consumer perceived ethicality (CPE), for the two types of bottles. Results show that consumers’ brand valuations are higher when the eco-bottle is presented, showing that there is more willingness to pay and likelihood of purchase this type of bottle. Indeed, consumers’ level of ethicality perception with a brand is also increased when a brand changes from plastic to ecologically-designed bottles. Interestingly, this effect is mostly observed for low familiar brands even when consumers have low levels of engagement with social issues. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017 2018-07-30T09:49:55Z 2018-03-07 2018-03-07T00:00:00Z |
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/10400.14/25280 TID:201888246 |
url |
http://hdl.handle.net/10400.14/25280 |
identifier_str_mv |
TID:201888246 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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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 |
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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 |
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 |
repository.mail.fl_str_mv |
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1799131898737328128 |