The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intentionEco-labelPurchase intentionPackaging communicationColourClaimAewarenessIntenção de compraCorNotoriedadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoEnvironmental 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.Os consumidores estão cada vez mais preocupados com o ambiente e conscientes do impacto do seu consumo nele. Assim, os produtos amigos do ambiente estão a tornar-se uma escolha de preferência entre os consumidores. Para os identificar, existem logos estabelecidos pela Organização Internacional de Normalização, os eco-labels, que comunicam ao consumidor o preenchimento de vários requisitos ambientais associados a qualidades éticas dos produtos, como o comércio justo, práticas laborais, direitos dos animais, orientação ambiental, eficiência energética, entre outros. Geralmente, os eco-labels são bem recebidos pelos consumidores, gerando perceções positivas quanto à orientação ambiental dos produtos, sobretudo nos de low-involvement. Ademais, a literatura existente indica que os eco-labels impactam a intenção de compra e que a atitude perante eles pode variar mediante vários fatores, como a notoriedade dos eco-labels, o perfil demográfico dos consumidores e as suas motivações ambientais. Esta tese procura entender quais os elementos que mais impactam a intenção de compra quando se comunica um eco-label: cor ou claim (conteúdo escrito do eco-label). Adicionalmente, foi estudado o impacto da notoriedade dos eco-labels na intenção de compra. Para testar as hipóteses levantadas neste estudo, foi aplicado um questionário baseado numa revisão da literatura existente. Os participantes, expostos a um eco-label atribuído aleatoriamente, responderam a várias questões sobre o eco-label mostrado e sobre os eco-labels em geral. Os resultados indicam que o claim é o elemento dos eco-labels que mais impacta a intenção de compra, seguido pela notoriedade dos eco-labels e pela cor verde, quando associada a emoções e conceitos ambientais.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaNeto, Beatriz Rego2019-12-23T08:04:24Z2019-05-062019-05-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29016TID:202270734enginfo: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:RCAAP2023-07-12T17:34:33Zoai:repositorio.ucp.pt:10400.14/29016Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:17.839971Repositório 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 use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
title |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
spellingShingle |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention Neto, Beatriz Rego Eco-label Purchase intention Packaging communication Colour Claim Aewareness Intenção de compra Cor Notoriedade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
title_full |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
title_fullStr |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
title_full_unstemmed |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
title_sort |
The use of eco-labels on packaging communication : investigating the impact of colour and claim on purchase intention |
author |
Neto, Beatriz Rego |
author_facet |
Neto, Beatriz Rego |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Neto, Beatriz Rego |
dc.subject.por.fl_str_mv |
Eco-label Purchase intention Packaging communication Colour Claim Aewareness Intenção de compra Cor Notoriedade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Eco-label Purchase intention Packaging communication Colour Claim Aewareness Intenção de compra Cor Notoriedade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-23T08:04:24Z 2019-05-06 2019-05-06T00:00:00Z |
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/10400.14/29016 TID:202270734 |
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http://hdl.handle.net/10400.14/29016 |
identifier_str_mv |
TID:202270734 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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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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