Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry
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/10400.14/42768 |
Resumo: | The following thesis will investigate the impact of sustainability initiatives on consumers’ purchase intention in the beer industry. Awareness of sustainability topics has been increasing, and its measurable effect has been questioned. Especially in the context of the beer industry, current literature has been lacking to fill in gaps on the effect of purchase intention, mediated by brand image and willingness to pay. Additionally, consumers' sustainability consciousness has been tested as a moderator in the context. This paper aims to clarify if sustainability initiatives are a waste of resources or an effective marketing strategy. In addition to literature research, quantitative research in the form of an online survey has been conducted. Results show that the implementation of sustainability initiatives increases purchase intention and that environmental initiatives are the most effective. Brand Image and Willingness to Pay were found to be partial mediators individually. However, no interaction between them was found. Moreover, sustainability consciousness was not found to be an appropriate moderator. Findings attempt to close the research gap on the interaction of the variables of sustainability initiatives and purchase intention and the mediators Brand Image and Willingness to pay. Managerial recommendations based on the results are the implementation of sustainability initiatives to increase purchase intention. The focus should lie mostly on environmental and social initiatives to maximize effectiveness. |
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Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industrySustainability initiativesPurchase intentionWillingness to payBrand imageBeer industryIniciativas de sustentabilidadeIntenção de compraDisposição a pagarImagem de marcaIndústria da cervejaDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following thesis will investigate the impact of sustainability initiatives on consumers’ purchase intention in the beer industry. Awareness of sustainability topics has been increasing, and its measurable effect has been questioned. Especially in the context of the beer industry, current literature has been lacking to fill in gaps on the effect of purchase intention, mediated by brand image and willingness to pay. Additionally, consumers' sustainability consciousness has been tested as a moderator in the context. This paper aims to clarify if sustainability initiatives are a waste of resources or an effective marketing strategy. In addition to literature research, quantitative research in the form of an online survey has been conducted. Results show that the implementation of sustainability initiatives increases purchase intention and that environmental initiatives are the most effective. Brand Image and Willingness to Pay were found to be partial mediators individually. However, no interaction between them was found. Moreover, sustainability consciousness was not found to be an appropriate moderator. Findings attempt to close the research gap on the interaction of the variables of sustainability initiatives and purchase intention and the mediators Brand Image and Willingness to pay. Managerial recommendations based on the results are the implementation of sustainability initiatives to increase purchase intention. The focus should lie mostly on environmental and social initiatives to maximize effectiveness.A tese que se segue investigará o impacto das iniciativas de sustentabilidade na intenção de compra dos consumidores no sector da cerveja. A consciencialização para os temas da sustentabilidade tem vindo a aumentar e o seu efeito mensurável tem sido questionado. Especialmente no contexto da indústria da cerveja, a literatura atual tem faltado para preencher as lacunas sobre o efeito na intenção de compra, mediado pela imagem da marca e pela disponibilidade para pagar. Para além disso, a consciência de sustentabilidade dos consumidores foi testada como um moderador no contexto. Este artigo tem como objetivo esclarecer se as iniciativas de sustentabilidade são um desperdício de recursos. Para além da pesquisa bibliográfica, foi realizada uma pesquisa quantitativa sob a forma de um inquérito em linha. Os resultados mostram que a implementação de iniciativas de sustentabilidade aumenta a intenção de compra e que as iniciativas ambientais são as mais eficazes. A imagem da marca e a disponibilidade para pagar foram considerados mediadores parciais individualmente, mas não foi encontrada qualquer interação entre eles. Além disso, a consciência da sustentabilidade não foi considerada um moderador adequado. Os resultados tentam colmatar a lacuna de investigação sobre a interação das variáveis iniciativas de sustentabilidade e intenção de compra, e os mediadores Imagem da Marca e Disponibilidade para Pagar. As recomendações de gestão baseadas nos resultados são a implementação de iniciativas de sustentabilidade para aumentar a intenção de compra. A tónica deve ser colocada sobretudo nas iniciativas ambientais e sociais para maximizar a eficácia.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaKrug, Annika2023-10-04T13:59:17Z2023-07-032023-052023-07-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42768TID:203326458enginfo: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:RCAAP2023-10-10T01:41:33Zoai:repositorio.ucp.pt:10400.14/42768Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:34:06.139392Repositório 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 sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
title |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
spellingShingle |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry Krug, Annika Sustainability initiatives Purchase intention Willingness to pay Brand image Beer industry Iniciativas de sustentabilidade Intenção de compra Disposição a pagar Imagem de marca Indústria da cerveja Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
title_full |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
title_fullStr |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
title_full_unstemmed |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
title_sort |
Are sustainability initiatives a waste of money? A study on the effectiveness of sustainability initiatives in the beer industry |
author |
Krug, Annika |
author_facet |
Krug, 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 |
Krug, Annika |
dc.subject.por.fl_str_mv |
Sustainability initiatives Purchase intention Willingness to pay Brand image Beer industry Iniciativas de sustentabilidade Intenção de compra Disposição a pagar Imagem de marca Indústria da cerveja Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability initiatives Purchase intention Willingness to pay Brand image Beer industry Iniciativas de sustentabilidade Intenção de compra Disposição a pagar Imagem de marca Indústria da cerveja Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The following thesis will investigate the impact of sustainability initiatives on consumers’ purchase intention in the beer industry. Awareness of sustainability topics has been increasing, and its measurable effect has been questioned. Especially in the context of the beer industry, current literature has been lacking to fill in gaps on the effect of purchase intention, mediated by brand image and willingness to pay. Additionally, consumers' sustainability consciousness has been tested as a moderator in the context. This paper aims to clarify if sustainability initiatives are a waste of resources or an effective marketing strategy. In addition to literature research, quantitative research in the form of an online survey has been conducted. Results show that the implementation of sustainability initiatives increases purchase intention and that environmental initiatives are the most effective. Brand Image and Willingness to Pay were found to be partial mediators individually. However, no interaction between them was found. Moreover, sustainability consciousness was not found to be an appropriate moderator. Findings attempt to close the research gap on the interaction of the variables of sustainability initiatives and purchase intention and the mediators Brand Image and Willingness to pay. Managerial recommendations based on the results are the implementation of sustainability initiatives to increase purchase intention. The focus should lie mostly on environmental and social initiatives to maximize effectiveness. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-04T13:59:17Z 2023-07-03 2023-05 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/10400.14/42768 TID:203326458 |
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http://hdl.handle.net/10400.14/42768 |
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TID:203326458 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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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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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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