A qualitative analysis of consumer-s willingness to participate in a green loyalty program
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/10362/164031 |
Resumo: | The tendency of sustainable consumption is evident in modern society. Despite the fact that consumers are environmentally concerned, they seldom convert their intentions into a sustainable buying behavior. A fact also influencing the willingness to participate in green loyalty programs, solely offering sustainable rewards. This work project aims to understand the driving factors to join loyalty programs and investigates the motivators and constraints consumers have for sustainable initiatives. A qualitative analysis with 17 interviews was conducted. The analysis revealed economic factors, relationship with a brand, community, convenience, and awareness as key determinants for joining regular loyalty programs. Emotions, environmental catastrophes, mindfulness, low opportunity costs, and receiving monetary incentives are what influences consumers’ green behavior. Businesses need to be aware that transparency, lack of awareness, overconsumption, and predetermination are factors concerning consumers in regard to green loyalty programs. The findings provide significant implications for marketers by recommending companies to create a monetary reward system that also enables doing good effortlessly for consumers and promoting their green loyalty initiatives proactively |
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A qualitative analysis of consumer-s willingness to participate in a green loyalty programCustomer loyaltyLoyalty programGreen loyalty programGreen consumer behaviorSustainable incentivesMonetary reward systemGreen initiativesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe tendency of sustainable consumption is evident in modern society. Despite the fact that consumers are environmentally concerned, they seldom convert their intentions into a sustainable buying behavior. A fact also influencing the willingness to participate in green loyalty programs, solely offering sustainable rewards. This work project aims to understand the driving factors to join loyalty programs and investigates the motivators and constraints consumers have for sustainable initiatives. A qualitative analysis with 17 interviews was conducted. The analysis revealed economic factors, relationship with a brand, community, convenience, and awareness as key determinants for joining regular loyalty programs. Emotions, environmental catastrophes, mindfulness, low opportunity costs, and receiving monetary incentives are what influences consumers’ green behavior. Businesses need to be aware that transparency, lack of awareness, overconsumption, and predetermination are factors concerning consumers in regard to green loyalty programs. The findings provide significant implications for marketers by recommending companies to create a monetary reward system that also enables doing good effortlessly for consumers and promoting their green loyalty initiatives proactivelyMartinez, Luis F.RUNSchmidt, Alexandra2024-02-23T15:54:42Z2023-01-232023-01-232023-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164031TID:203315650enginfo: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:RCAAP2024-03-11T05:50:27Zoai:run.unl.pt:10362/164031Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:00.596882Repositório 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 |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
title |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
spellingShingle |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program Schmidt, Alexandra Customer loyalty Loyalty program Green loyalty program Green consumer behavior Sustainable incentives Monetary reward system Green initiatives Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
title_full |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
title_fullStr |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
title_full_unstemmed |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
title_sort |
A qualitative analysis of consumer-s willingness to participate in a green loyalty program |
author |
Schmidt, Alexandra |
author_facet |
Schmidt, Alexandra |
author_role |
author |
dc.contributor.none.fl_str_mv |
Martinez, Luis F. RUN |
dc.contributor.author.fl_str_mv |
Schmidt, Alexandra |
dc.subject.por.fl_str_mv |
Customer loyalty Loyalty program Green loyalty program Green consumer behavior Sustainable incentives Monetary reward system Green initiatives Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Customer loyalty Loyalty program Green loyalty program Green consumer behavior Sustainable incentives Monetary reward system Green initiatives Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The tendency of sustainable consumption is evident in modern society. Despite the fact that consumers are environmentally concerned, they seldom convert their intentions into a sustainable buying behavior. A fact also influencing the willingness to participate in green loyalty programs, solely offering sustainable rewards. This work project aims to understand the driving factors to join loyalty programs and investigates the motivators and constraints consumers have for sustainable initiatives. A qualitative analysis with 17 interviews was conducted. The analysis revealed economic factors, relationship with a brand, community, convenience, and awareness as key determinants for joining regular loyalty programs. Emotions, environmental catastrophes, mindfulness, low opportunity costs, and receiving monetary incentives are what influences consumers’ green behavior. Businesses need to be aware that transparency, lack of awareness, overconsumption, and predetermination are factors concerning consumers in regard to green loyalty programs. The findings provide significant implications for marketers by recommending companies to create a monetary reward system that also enables doing good effortlessly for consumers and promoting their green loyalty initiatives proactively |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-01-23 2023-01-23 2023-01-23T00:00:00Z 2024-02-23T15:54:42Z |
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/10362/164031 TID:203315650 |
url |
http://hdl.handle.net/10362/164031 |
identifier_str_mv |
TID:203315650 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
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 |
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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) |
collection |
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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