The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention

• Autor(a) principal: Neto, Beatriz Rego
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29016
• topic: Eco-label; Purchase intention; Packaging communication; Colour; Claim; Aewareness; Intenção de compra; Cor; Notoriedade; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Environmental friendly products are becoming a preference choice among consumers, since they’re becoming more environmentally concerned and aware of the impact of their consumption habits on the Environment. To identify environmental friendly products there are labels established by the International Organization for Standardization: the eco-labels. These eco-labels are a mark or a logo awarded to communionate to consumers the fulfilment of several environmental criteria, usually regarding ethical qualities about products, like fair-trade, labor practices, animal rights, environmental orientation, energy efficiency, among others. Generally, eco-labels are well received by consumers and generate positive perceptions of environmental friendliness, especially for low-involvement products. Furthermore, a review of the existent literature indicates that eco-labels are an important element affecting purchase intention and that the attitude towards eco-labels may vary according to several factors, such as consumer awareness of eco-labels, the demographic profile of consumers and their environmental motivations. This thesis aims at understanding what elements impacts more purchase intention when communicating eco-labels: colour or claim. Additionally, the impact of consumers’ eco-label awareness on purchase intention was study. To test the hypotheses drawn on the present study, a survey based on literature review was conducted. Respondents were exposed to a eco-label assigned to them randomly and asked about several questions not only regarding the eco-label it-self, but also about eco-labels in general. Findings indicate that claim is the eco-label element that impacts more purchase intention, followed by consumer awareness of eco-labels and in third place by green colour, whenever associated with emotional and environmental concepts.