Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption
Autor(a) principal: | |
---|---|
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/10400.14/29167 |
Resumo: | Businesses hope that consumers reward their corporate social responsibility with higher brand loyalty and increased willingness to pay. Yet, contrary to these expectations recent research has revealed that in certain situations consumers shun ethical products as they assume a trade-off between ethicality and performance. To understand more about how ethical consumption decisions are made, this thesis analyzes the impact of perceived sustainability and perceived efficacy on purchase intentions under the moderating influence of locus of control (LOC). To this end, a quantitative experimental study was conducted via an online survey in the category of laundry detergents. Respondents were shown either a laundry detergent with an environmental message or with a message promoting functionality. The data does not support that there is an overall negative effect of sustainability on perceived efficacy; however, it suggests that there is a cross-over interaction effect with LOC: People with an external LOC assume that there is a trade-off between sustainability and efficacy whereas respondents with an internal LOC actually perceive products to have a better performance when they are sustainable. We also find that LOC moderates perceived sustainability. Both variables have a direct impact on purchase intentions, yet, perceived efficacy has a stronger influence. We conclude that businesses should use LOC in their customer segmentation strategy and aim to strike a balance in communicating the green appeal of the product while highlighting its performance at the same time. |
id |
RCAP_a5c2bbec95c0fc60f29dfd4dcb3f5632 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/29167 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumptionCSRGreenSustainableEthical consumptionConsumer perceptionsPurchase intentionEfficacySustainabilityLocus of controlDomínio/Área Científica::Ciências Sociais::Economia e GestãoBusinesses hope that consumers reward their corporate social responsibility with higher brand loyalty and increased willingness to pay. Yet, contrary to these expectations recent research has revealed that in certain situations consumers shun ethical products as they assume a trade-off between ethicality and performance. To understand more about how ethical consumption decisions are made, this thesis analyzes the impact of perceived sustainability and perceived efficacy on purchase intentions under the moderating influence of locus of control (LOC). To this end, a quantitative experimental study was conducted via an online survey in the category of laundry detergents. Respondents were shown either a laundry detergent with an environmental message or with a message promoting functionality. The data does not support that there is an overall negative effect of sustainability on perceived efficacy; however, it suggests that there is a cross-over interaction effect with LOC: People with an external LOC assume that there is a trade-off between sustainability and efficacy whereas respondents with an internal LOC actually perceive products to have a better performance when they are sustainable. We also find that LOC moderates perceived sustainability. Both variables have a direct impact on purchase intentions, yet, perceived efficacy has a stronger influence. We conclude that businesses should use LOC in their customer segmentation strategy and aim to strike a balance in communicating the green appeal of the product while highlighting its performance at the same time.As empresas esperam que os consumidores recompensem a sua responsabilidade social corporativa com maior fidelidade à marca e maior disponibilidade para pagar. No entanto, ao contrário das expectativas, pesquisas recentes revelaram que, em certas situações, os consumidores evitam produtos éticos ao assumirem um trade-off entre a ética e o desempenho. Para entender mais sobre como as decisões de consumo ético são tomadas, esta tese analisa o impacto da sustentabilidade e eficácia percebida nas intenções de compra sob a influência moderadora do locus de controlo (LOC). Para este fim, um estudo experimental quantitativo foi realizado através de uma pesquisa online na categoria de detergentes para a roupa. Aos entrevistados foi mostrado um detergente para a roupa com uma mensagem ambiental ou com uma mensagem que promove a funcionalidade. Os dados não sustentam que exista um efeito negativo na sustentabilidade sobre a eficácia percebida; no entanto, sugere que há um efeito de interação cruzada com LOC. Pessoas com um LOC externo assumem que há um trade-off entre sustentabilidade e eficácia, enquanto os entrevistados com um LOC interno percebem que os produtos têm um melhor desempenho quando são sustentáveis. Também foi descoberto que o LOC modera a sustentabilidade percebida. Ambas as variáveis têm um impacto direto nas intenções de compra, no entanto, a eficácia percebida tem uma influência mais forte. Concluímos que as empresas devem usar o LOC na sua estratégia de segmentação de clientes e procurar um equilíbrio na comunicação da ecológia do produto, ao mesmo tempo em que destaca seu desempenho.Bicho, Marta Liliana NunesVeritati - Repositório Institucional da Universidade Católica PortuguesaFranke, Jonathan2020-01-10T10:36:20Z2019-08-022019-08-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29167TID:202271676enginfo: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:RCAAP2023-07-12T17:34:41Zoai:repositorio.ucp.pt:10400.14/29167Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:25.100565Repositório 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 |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
title |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
spellingShingle |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption Franke, Jonathan CSR Green Sustainable Ethical consumption Consumer perceptions Purchase intention Efficacy Sustainability Locus of control Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
title_full |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
title_fullStr |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
title_full_unstemmed |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
title_sort |
Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumption |
author |
Franke, Jonathan |
author_facet |
Franke, Jonathan |
author_role |
author |
dc.contributor.none.fl_str_mv |
Bicho, Marta Liliana Nunes Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Franke, Jonathan |
dc.subject.por.fl_str_mv |
CSR Green Sustainable Ethical consumption Consumer perceptions Purchase intention Efficacy Sustainability Locus of control Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
CSR Green Sustainable Ethical consumption Consumer perceptions Purchase intention Efficacy Sustainability Locus of control Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Businesses hope that consumers reward their corporate social responsibility with higher brand loyalty and increased willingness to pay. Yet, contrary to these expectations recent research has revealed that in certain situations consumers shun ethical products as they assume a trade-off between ethicality and performance. To understand more about how ethical consumption decisions are made, this thesis analyzes the impact of perceived sustainability and perceived efficacy on purchase intentions under the moderating influence of locus of control (LOC). To this end, a quantitative experimental study was conducted via an online survey in the category of laundry detergents. Respondents were shown either a laundry detergent with an environmental message or with a message promoting functionality. The data does not support that there is an overall negative effect of sustainability on perceived efficacy; however, it suggests that there is a cross-over interaction effect with LOC: People with an external LOC assume that there is a trade-off between sustainability and efficacy whereas respondents with an internal LOC actually perceive products to have a better performance when they are sustainable. We also find that LOC moderates perceived sustainability. Both variables have a direct impact on purchase intentions, yet, perceived efficacy has a stronger influence. We conclude that businesses should use LOC in their customer segmentation strategy and aim to strike a balance in communicating the green appeal of the product while highlighting its performance at the same time. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-08-02 2019-08-02T00:00:00Z 2020-01-10T10:36:20Z |
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/10400.14/29167 TID:202271676 |
url |
http://hdl.handle.net/10400.14/29167 |
identifier_str_mv |
TID:202271676 |
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 |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
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 |
repository.mail.fl_str_mv |
|
_version_ |
1799131942412615680 |