The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image

Detalhes bibliográficos
Autor(a) principal: Alves, Teresa Fernandes Farrajota de Morais
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/35413
Resumo: With society’s growing concern for sustainability, consumers are more aware than ever about the impact of their choices on the environment, thus changing their needs and buying behavior. This way, companies are being pressured to adapt to this evolving trend and find their way through this segment. Given the relevance that packaging has as a communication tool, the development of sustainable packaging may be an efficient way to convey environmental efforts. This research aims to understand the impact that overpackaging’s elimination has on consumers’ purchase intention in the yogurt category, as well as the mediating role that perceived brand image and brand ecological image have in this relationship. In order to gather information, an online survey was conducted, in which respondents were random and evenly exposed to one of six possible scenarios, varying in brand and level of overpackaging. These stimuli were created and improved through a pre-study, consisting of individual interviews, followed by a pilot test to assure the survey’s full comprehension. The obtained results suggest that consumers’ purchase intention is, indeed, influenced by the level of overpackaging. Additionally, while brand ecological image has proven to mediate the relationship between the level of overpackaging and purchase intention, brand image has not. However, findings have indicated that there is a sequential mediation, meaning that the absence of overpackaging positively impacts brand ecological image, which enhances brand image, thus increasing purchase intention.
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spelling The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological imageOverpackagingSustainabilityPurchase intentionBrand imageBrand ecological imageEnvironmental consciousnessEmbalagem excessivaSustentabilidadeIntenção de compraImagem de marcaImagem ecológica de marcaConsciência ambientalDomínio/Área Científica::Ciências Sociais::Economia e GestãoWith society’s growing concern for sustainability, consumers are more aware than ever about the impact of their choices on the environment, thus changing their needs and buying behavior. This way, companies are being pressured to adapt to this evolving trend and find their way through this segment. Given the relevance that packaging has as a communication tool, the development of sustainable packaging may be an efficient way to convey environmental efforts. This research aims to understand the impact that overpackaging’s elimination has on consumers’ purchase intention in the yogurt category, as well as the mediating role that perceived brand image and brand ecological image have in this relationship. In order to gather information, an online survey was conducted, in which respondents were random and evenly exposed to one of six possible scenarios, varying in brand and level of overpackaging. These stimuli were created and improved through a pre-study, consisting of individual interviews, followed by a pilot test to assure the survey’s full comprehension. The obtained results suggest that consumers’ purchase intention is, indeed, influenced by the level of overpackaging. Additionally, while brand ecological image has proven to mediate the relationship between the level of overpackaging and purchase intention, brand image has not. However, findings have indicated that there is a sequential mediation, meaning that the absence of overpackaging positively impacts brand ecological image, which enhances brand image, thus increasing purchase intention.Com a crescente preocupação da sociedade por sustentabilidade, os consumidores estão mais conscientes que nunca acerca do impacto das suas escolhas no ambiente, alterando as suas necessidades e atitudes de compra. Assim, as empresas estão a ser pressionadas para se adaptarem a esta tendência e encontrarem a sua posição neste segmento. Devido à relevância das embalagens na comunicação das marcas, a criação de embalagens sustentáveis poderá ser um modo eficaz para transmitir esforços ambientais. Este estudo visa compreender o impacto da eliminação de embalagens excessivas na intenção de compra de iogurtes, bem como o efeito mediador que a imagem de marca e a imagem ecológica de marca têm nesta relação. Na recolha de informação, um questionário foi conduzido online, no qual os participantes foram expostos a um de seis cenários, variando em marca e nível de excesso de embalagem. Estes estímulos foram criados e melhorados através de um estudo prévio, consistindo em entrevistas individuais, seguido de um teste piloto para assegurar a total compreensão do questionário. Os resultados obtidos sugerem que a intenção de compra é, de facto, influenciada pelo nível de excesso de embalagem. Adicionalmente, enquanto a imagem ecológica de marca mostrou ser um mediador nesta relação, tal não ocorreu no caso da imagem de marca. No entanto, o estudo indica que existe uma mediação sequencial, o que significa que a ausência de excesso de embalagem impacta positivamente a imagem ecológica de marca, elevando a imagem de marca e, por sua vez, aumentando a intenção de compra.Fernandes, Daniel Von Der HeydeVeritati - Repositório Institucional da Universidade Católica PortuguesaAlves, Teresa Fernandes Farrajota de Morais2021-10-07T08:38:34Z2021-04-282021-042021-04-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/35413TID:202728919enginfo: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:RCAAP2023-07-12T17:40:56Zoai:repositorio.ucp.pt:10400.14/35413Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:45.472265Repositório 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 The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
title The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
spellingShingle The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
Alves, Teresa Fernandes Farrajota de Morais
Overpackaging
Sustainability
Purchase intention
Brand image
Brand ecological image
Environmental consciousness
Embalagem excessiva
Sustentabilidade
Intenção de compra
Imagem de marca
Imagem ecológica de marca
Consciência ambiental
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
title_full The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
title_fullStr The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
title_full_unstemmed The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
title_sort The impact of overpackaging´s elimination on consumers´ purchase intention : the mediating effect of brand image and brand ecological image
author Alves, Teresa Fernandes Farrajota de Morais
author_facet Alves, Teresa Fernandes Farrajota de Morais
author_role author
dc.contributor.none.fl_str_mv Fernandes, Daniel Von Der Heyde
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Alves, Teresa Fernandes Farrajota de Morais
dc.subject.por.fl_str_mv Overpackaging
Sustainability
Purchase intention
Brand image
Brand ecological image
Environmental consciousness
Embalagem excessiva
Sustentabilidade
Intenção de compra
Imagem de marca
Imagem ecológica de marca
Consciência ambiental
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Overpackaging
Sustainability
Purchase intention
Brand image
Brand ecological image
Environmental consciousness
Embalagem excessiva
Sustentabilidade
Intenção de compra
Imagem de marca
Imagem ecológica de marca
Consciência ambiental
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description With society’s growing concern for sustainability, consumers are more aware than ever about the impact of their choices on the environment, thus changing their needs and buying behavior. This way, companies are being pressured to adapt to this evolving trend and find their way through this segment. Given the relevance that packaging has as a communication tool, the development of sustainable packaging may be an efficient way to convey environmental efforts. This research aims to understand the impact that overpackaging’s elimination has on consumers’ purchase intention in the yogurt category, as well as the mediating role that perceived brand image and brand ecological image have in this relationship. In order to gather information, an online survey was conducted, in which respondents were random and evenly exposed to one of six possible scenarios, varying in brand and level of overpackaging. These stimuli were created and improved through a pre-study, consisting of individual interviews, followed by a pilot test to assure the survey’s full comprehension. The obtained results suggest that consumers’ purchase intention is, indeed, influenced by the level of overpackaging. Additionally, while brand ecological image has proven to mediate the relationship between the level of overpackaging and purchase intention, brand image has not. However, findings have indicated that there is a sequential mediation, meaning that the absence of overpackaging positively impacts brand ecological image, which enhances brand image, thus increasing purchase intention.
publishDate 2021
dc.date.none.fl_str_mv 2021-10-07T08:38:34Z
2021-04-28
2021-04
2021-04-28T00:00:00Z
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