Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears
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/10400.14/42723 |
Resumo: | The need to combat global warming and climate change is now beyond dispute. It is well acknowledged that one of the primary contributors to this societal issue is modern disposal methods. As a result, one solution is the creation of environmentally friendly packaging. Customers are demanding more goods with sustainable qualities, including packaging, as a result of growing consumer awareness of environmental and social issues. Indeed, consumers are increasingly likely to take a brand’s social and environmental initiatives into account when choosing a product. Finding an ideal balance between usability and sustainability is therefore a challenge for marketers. In this vein, waste management is a sustainable packaging strategy that meets customers’ top environmental concerns. This study attempts to identify the various elements, including packaging (convenient vs. sustainable), that affect consumers’ desire to buy products. Online respondents were exposed to various packaging images of a wine gum (Haribo Goldbears) as part of an exploratory study. The amount of material used varied among the packages. These stimuli were created using research from interviews and the existing literature. According to the results, consumers’ purchase intentions were not considerably impacted by the packaging’s sustainability or convenience. Instead, consumer environmental attitudes were found to have an impact on perceived value and purchasing intention. |
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Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s GoldbearsSustainabilityEase of usePurchase intentionEnvironmental attitudeSustentabilidadeFacilidade de utilizaçãoIntenção de compraAtitude ambientalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe need to combat global warming and climate change is now beyond dispute. It is well acknowledged that one of the primary contributors to this societal issue is modern disposal methods. As a result, one solution is the creation of environmentally friendly packaging. Customers are demanding more goods with sustainable qualities, including packaging, as a result of growing consumer awareness of environmental and social issues. Indeed, consumers are increasingly likely to take a brand’s social and environmental initiatives into account when choosing a product. Finding an ideal balance between usability and sustainability is therefore a challenge for marketers. In this vein, waste management is a sustainable packaging strategy that meets customers’ top environmental concerns. This study attempts to identify the various elements, including packaging (convenient vs. sustainable), that affect consumers’ desire to buy products. Online respondents were exposed to various packaging images of a wine gum (Haribo Goldbears) as part of an exploratory study. The amount of material used varied among the packages. These stimuli were created using research from interviews and the existing literature. According to the results, consumers’ purchase intentions were not considerably impacted by the packaging’s sustainability or convenience. Instead, consumer environmental attitudes were found to have an impact on perceived value and purchasing intention.A necessidade de combater o aquecimento global e as alterações climáticas é hoje incontestável. A necessidade de combater o aquecimento global e as alterações climáticas é actualmente indiscutível. É bem sabido que um dos principais factores que contribuem para este problema social são os métodos modernos de eliminação. Consequentemente, uma solução é a criação de embalagens amigas do ambiente. Os clientes estão a exigir mais produtos com qualidades sustentáveis. De facto, é cada vez mais provável que os consumidores tenham em conta as iniciativas sociais e ambientais de uma marca quando escolhem um produto. Encontrar um equilíbrio ideal entre usabilidade e sustentabilidade é, por conseguinte, um desafio para os profissionais de marketing. Neste sentido, a gestão de resíduos é uma estratégia de embalagem sustentável que vai ao encontro das principais preocupações ambientais dos clientes. Este estudo tenta identificar vários elementos, incluindo a embalagem (conveniente vs. sustentável), que afectam o desejo dos consumidores de comprar produtos. Os inquiridos online foram expostos a várias imagens de embalagens de uma pastilha elástica de vinho (Haribo Goldbears) como parte de um estudo exploratório. A quantidade de material utilizado variava consoante as embalagens. Estes estímulos foram criados com base em pesquisas de entrevistas e na literatura existente. De acordo com os resultados, as intenções de compra dos consumidores não foram consideravelmente afectadas pela sustentabilidade ou conveniência da embalagem. Em vez disso, verificou-se que as atitudes ambientais dos consumidores têm um impacto no valor percebido e na intenção de compra.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaMeyer, Annika2023-10-02T08:55:42Z2023-07-032023-062023-07-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42723TID:203326466enginfo: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:RCAAP2023-10-10T01:41:02Zoai:repositorio.ucp.pt:10400.14/42723Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:32:00.336329Repositório 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 |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
title |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
spellingShingle |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears Meyer, Annika Sustainability Ease of use Purchase intention Environmental attitude Sustentabilidade Facilidade de utilização Intenção de compra Atitude ambiental Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
title_full |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
title_fullStr |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
title_full_unstemmed |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
title_sort |
Are consumers ready for the cost of sustainability? The trade-off of convenient versus sustainable packaging : an analysis of Haribo’s Goldbears |
author |
Meyer, Annika |
author_facet |
Meyer, Annika |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Meyer, Annika |
dc.subject.por.fl_str_mv |
Sustainability Ease of use Purchase intention Environmental attitude Sustentabilidade Facilidade de utilização Intenção de compra Atitude ambiental Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Ease of use Purchase intention Environmental attitude Sustentabilidade Facilidade de utilização Intenção de compra Atitude ambiental Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The need to combat global warming and climate change is now beyond dispute. It is well acknowledged that one of the primary contributors to this societal issue is modern disposal methods. As a result, one solution is the creation of environmentally friendly packaging. Customers are demanding more goods with sustainable qualities, including packaging, as a result of growing consumer awareness of environmental and social issues. Indeed, consumers are increasingly likely to take a brand’s social and environmental initiatives into account when choosing a product. Finding an ideal balance between usability and sustainability is therefore a challenge for marketers. In this vein, waste management is a sustainable packaging strategy that meets customers’ top environmental concerns. This study attempts to identify the various elements, including packaging (convenient vs. sustainable), that affect consumers’ desire to buy products. Online respondents were exposed to various packaging images of a wine gum (Haribo Goldbears) as part of an exploratory study. The amount of material used varied among the packages. These stimuli were created using research from interviews and the existing literature. According to the results, consumers’ purchase intentions were not considerably impacted by the packaging’s sustainability or convenience. Instead, consumer environmental attitudes were found to have an impact on perceived value and purchasing intention. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-02T08:55:42Z 2023-07-03 2023-06 2023-07-03T00:00:00Z |
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/10400.14/42723 TID:203326466 |
url |
http://hdl.handle.net/10400.14/42723 |
identifier_str_mv |
TID:203326466 |
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 |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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