Green marketing: o impacto das estratégias online na intenção de compra do consumidor de cosméticos

• Autor(a) principal: Teixeira, Sara Filipa da Silva
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/21756
• topic: Green marketing; Estratégias de green marketing online; Cosméticos verdes; Teoria do comportamento planeado; Online green marketing strategies; Green cosmetics; Theory of planned behavior; Gestão

In the last decades, consumers have become more environmentally conscious, resulting in an increased demand for green cosmetics. Thus, companies have adapted to the changes and considered environmental issues in their marketing strategies and in the production of their products, becoming socially responsible brands. The present study aims to understand the impact of online green marketing strategies on the purchase intention of portuguese consumers of green cosmetics, analyzing the impact of the following strategies: E-WOM, influence marketing and brand content. For such, it is important to understand the antecedents of green cosmetics purchase intention, as they help to predict green consumer behavior, such as attitude and subjective norms, using the theory of planned behavior. For this purpose, the literature review was made and, based on it, the conceptual model and the research hypotheses were developed. A quantitative methodology is proposed, where a survey was applied, with 141 answers, and the sample of this study is non-probabilistic by convenience. The study shows that online green marketing strategies impact the intention to purchase green cosmetics, by portuguese consumers, in particular E-WOM and brand content, while influence marketing has no effect on it. Furthermore, it is concluded that attitude is the antecedent that influences the intention to purchase these cosmetics, by the same consumers, being influenced by environmental and health concerns. This study will be relevant for academia and digital marketing professionals, especially for those who work with green cosmetics brands operating in Portugal, since the subject is quite recent and was not explored in the portuguese context.