Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands
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/10400.14/41181 |
Resumo: | With the growing concern for the state of the environment, countless organizations are adopting new processes and materials for the production of sustainable products. Portuguese organizations are no exception, and there are already many brands created by young entrepreneurs who intend not only to enhance the Portuguese swimwear market but also to offer something exclusive created from recycled materials that has a positive impact on the environment. To this extent, the main objective of this dissertation is to evaluate and understand the major perceptions and drivers/motivations that lead consumers to opt for Portuguese sustainable swimwear brands, besides the analysis of the consumer profile of such type of product. In order to reach valuable insights, a qualitative method (indepth interviews) and a quantitative method (online survey) were adopted. After collecting information from existing literature and the analysis of the overall data, it was possible to conclude that psychographic factors, which implicate knowledge of environmental status, behaviours towards a sustainable lifestyle, and attitudes of each individual about sustainability, are the ones that have a higher impact on purchase intentions towards Portuguese sustainable swimwear products. Along with this, individuals with higher educational levels are more aware of ecological problems, especially rising from the fashion industry. In addition, individuals who feel observed and evaluated have higher tendencies toward sustainable purchases. Hence, it is possible to state that this study contains theoretical and practical advice for (sustainable) brands that seek to incorporate sustainability into their operations in order to convert nonsustainable users into sustainable ones. |
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Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brandsSustainabilityFashion industryPortuguese sustainable swimwearPerceptionsDriversSustentabilidadeIndústria da modaRoupa de banho sustentável portuguesaPerceçõesDomínio/Área Científica::Ciências Sociais::Economia e GestãoWith the growing concern for the state of the environment, countless organizations are adopting new processes and materials for the production of sustainable products. Portuguese organizations are no exception, and there are already many brands created by young entrepreneurs who intend not only to enhance the Portuguese swimwear market but also to offer something exclusive created from recycled materials that has a positive impact on the environment. To this extent, the main objective of this dissertation is to evaluate and understand the major perceptions and drivers/motivations that lead consumers to opt for Portuguese sustainable swimwear brands, besides the analysis of the consumer profile of such type of product. In order to reach valuable insights, a qualitative method (indepth interviews) and a quantitative method (online survey) were adopted. After collecting information from existing literature and the analysis of the overall data, it was possible to conclude that psychographic factors, which implicate knowledge of environmental status, behaviours towards a sustainable lifestyle, and attitudes of each individual about sustainability, are the ones that have a higher impact on purchase intentions towards Portuguese sustainable swimwear products. Along with this, individuals with higher educational levels are more aware of ecological problems, especially rising from the fashion industry. In addition, individuals who feel observed and evaluated have higher tendencies toward sustainable purchases. Hence, it is possible to state that this study contains theoretical and practical advice for (sustainable) brands that seek to incorporate sustainability into their operations in order to convert nonsustainable users into sustainable ones.Com a crescente preocupação pelo estado do ambiente, inúmeras organizações encontramse a adotar novos processos e materiais para a produção de produtos sustentáveis. Organizações portuguesas não são exceção, e são já muitas as marcas criadas por jovens empreendedores que pretendem não só potenciar o mercado português de swimwear como oferecer algo exclusivo criado a partir de materiais reciclados com um impacto positivo no ambiente. Assim, o principal objetivo desta dissertação é avaliar e compreender as principais perceções e drivers/motivações que levam os consumidores a optar por marcas portuguesas de roupa de banho sustentável, para além da análise do perfil do consumidor deste tipo de produto. Para obter dados relevantes, um método qualitativo (entrevistas) e um método quantitativo (questionário online) foram adotados. Após a recolha de informação de literatura existente e da análise dos dados, foi possível concluir que os fatores psicográficos, que implicam o conhecimento do estado ambiental, os comportamentos para um estilo de vida sustentável e as atitudes de cada indivíduo em relação à sustentabilidade, são os fatores que maior impacto têm nas intenções de compra de produtos de banho sustentáveis portugueses. Adicionalmente, indivíduos com níveis de escolaridade mais elevados estão mais atentos aos problemas ecológicos, principalmente oriundos da indústria da moda. Para além disto, indivíduos que se sentem observados e avaliados têm maior tendência para compras sustentáveis. Assim é possível afirmar que este estudo contém orientações teóricas e práticas para marcas (sustentáveis) que procuram incorporar sustentabilidade nas suas operações, a fim de converter indivíduos não sustentáveis em sustentáveis.Rita, Miguel FontesVeritati - Repositório Institucional da Universidade Católica PortuguesaMachado, Constança Cura Mariano Goulão2023-06-01T00:30:29Z2023-01-232023-012023-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41181TID:203295056enginfo: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:RCAAP2023-07-12T17:46:45Zoai:repositorio.ucp.pt:10400.14/41181Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:51.157214Repositório 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 |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
title |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
spellingShingle |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands Machado, Constança Cura Mariano Goulão Sustainability Fashion industry Portuguese sustainable swimwear Perceptions Drivers Sustentabilidade Indústria da moda Roupa de banho sustentável portuguesa Perceções Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
title_full |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
title_fullStr |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
title_full_unstemmed |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
title_sort |
Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products : the case of Portuguese sustainable swimwear brands |
author |
Machado, Constança Cura Mariano Goulão |
author_facet |
Machado, Constança Cura Mariano Goulão |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rita, Miguel Fontes Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Machado, Constança Cura Mariano Goulão |
dc.subject.por.fl_str_mv |
Sustainability Fashion industry Portuguese sustainable swimwear Perceptions Drivers Sustentabilidade Indústria da moda Roupa de banho sustentável portuguesa Perceções Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Fashion industry Portuguese sustainable swimwear Perceptions Drivers Sustentabilidade Indústria da moda Roupa de banho sustentável portuguesa Perceções Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
With the growing concern for the state of the environment, countless organizations are adopting new processes and materials for the production of sustainable products. Portuguese organizations are no exception, and there are already many brands created by young entrepreneurs who intend not only to enhance the Portuguese swimwear market but also to offer something exclusive created from recycled materials that has a positive impact on the environment. To this extent, the main objective of this dissertation is to evaluate and understand the major perceptions and drivers/motivations that lead consumers to opt for Portuguese sustainable swimwear brands, besides the analysis of the consumer profile of such type of product. In order to reach valuable insights, a qualitative method (indepth interviews) and a quantitative method (online survey) were adopted. After collecting information from existing literature and the analysis of the overall data, it was possible to conclude that psychographic factors, which implicate knowledge of environmental status, behaviours towards a sustainable lifestyle, and attitudes of each individual about sustainability, are the ones that have a higher impact on purchase intentions towards Portuguese sustainable swimwear products. Along with this, individuals with higher educational levels are more aware of ecological problems, especially rising from the fashion industry. In addition, individuals who feel observed and evaluated have higher tendencies toward sustainable purchases. Hence, it is possible to state that this study contains theoretical and practical advice for (sustainable) brands that seek to incorporate sustainability into their operations in order to convert nonsustainable users into sustainable ones. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-01T00:30:29Z 2023-01-23 2023-01 2023-01-23T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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http://hdl.handle.net/10400.14/41181 TID:203295056 |
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eng |
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eng |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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