Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37390 |
Resumo: | Sustainable consumption behaviour is a major concern for modern day societies and businesses. Understanding the psychology behind sustainable behaviours is crucial for a sustainable future and widespread behavioural change. As empirical surveys identify Millennials as the most sustainable generation to date, Millennials were chosen to be the target population of this dissertation. This dissertation seeks to (1) investigate what is the psychological profile for sustainable consumer in Millennials; (2) warrant if there is only one (vs. more than one) psychological profile of the Millennials´ sustainable consumer and (3) ascertain which psychological factors predict such profile(s). In order to fulfil the abovementioned goals, this dissertation followed a quantitative approach, with statistical analysis carried out at SPSS software. A convenience sample technique was used, with a total of 329 participants, of which 204 (62%) were female and 125 (38%) male. Data was collected through an online questionnaire. Results indicate that there is not just one psychological profile for sustainable consumer in Millennials, but at least two psychological profiles, based on different type of products (clothing vs. food). These results provide a starting point for developing strategies that marketeers or policy makers can use to reach this economically powerful generation. Furthermore, it contributes to the understanding of the psychological variables of sustainable consumer behaviour and substantiates the body of knowledge in sustainable development. |
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Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption MillennialsFood/clothing sustainable consumptionPsychological variablesConsumo sustentável de comida/roupaVariáveis psicológicasDomínio/Área Científica::Ciências Sociais::PsicologiaSustainable consumption behaviour is a major concern for modern day societies and businesses. Understanding the psychology behind sustainable behaviours is crucial for a sustainable future and widespread behavioural change. As empirical surveys identify Millennials as the most sustainable generation to date, Millennials were chosen to be the target population of this dissertation. This dissertation seeks to (1) investigate what is the psychological profile for sustainable consumer in Millennials; (2) warrant if there is only one (vs. more than one) psychological profile of the Millennials´ sustainable consumer and (3) ascertain which psychological factors predict such profile(s). In order to fulfil the abovementioned goals, this dissertation followed a quantitative approach, with statistical analysis carried out at SPSS software. A convenience sample technique was used, with a total of 329 participants, of which 204 (62%) were female and 125 (38%) male. Data was collected through an online questionnaire. Results indicate that there is not just one psychological profile for sustainable consumer in Millennials, but at least two psychological profiles, based on different type of products (clothing vs. food). These results provide a starting point for developing strategies that marketeers or policy makers can use to reach this economically powerful generation. Furthermore, it contributes to the understanding of the psychological variables of sustainable consumer behaviour and substantiates the body of knowledge in sustainable development.O comportamento de consumo sustentável é uma grande preocupação para as sociedades e empresas modernas. Compreender a psicologia por detrás de comportamentos sustentáveis é crucial para um futuro sustentável e uma mudança comportamental generalizada. Como se identifica os Millennials como a geração mais sustentável até à data, os Millennials foram escolhidos para ser a população alvo desta dissertação. Esta dissertação procura (1) investigar qual é o perfil psicológico do consumidor sustentável nos Millennials; (2) ver se há apenas um (vs. mais de um) perfil psicológico do consumidor sustentável nos Millennials e (3) verificar quais os fatores psicológicos que predizem esse (s) perfil (s). Para cumprir os objetivos acima referidos, esta dissertação seguiu uma abordagem quantitativa, com análises estatísticas realizadas no software SPSS. Foi utilizada uma técnica de amostra de conveniência, com um total de 329 participantes, dos quais 204 (62%) eram do sexo feminino e 125 (38%) do sexo masculino. Os dados foram recolhidos através de um questionário online. Os resultados indicam que não há apenas um perfil psicológico para o consumidor sustentável nos Millennials, mas existem pelo menos dois perfis psicológicos, baseados em diferentes tipos de produtos (vestuário vs. alimentos). Estes resultados fornecem um ponto de partida para o desenvolvimento de estratégias que profissionais de marketing ou decisores políticos podem usar para alcançar esta geração economicamente poderosa. Além disso, contribui para a compreensão das variáveis psicológicas do comportamento de compra sustentável do consumidor e fundamenta o corpo de conhecimentos sobre desenvolvimento sustentável.Simão, Cláudia Patrícia CandeiasJerónimo, RitaVeritati - Repositório Institucional da Universidade Católica PortuguesaPereira, Mariana Fernandes2022-04-29T14:24:05Z2021-02-182020-102021-02-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/37390TID:202731405enginfo: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:RCAAP2023-07-12T17:42:50Zoai:repositorio.ucp.pt:10400.14/37390Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:27.520008Repositório 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 |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
title |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
spellingShingle |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption Pereira, Mariana Fernandes Millennials Food/clothing sustainable consumption Psychological variables Consumo sustentável de comida/roupa Variáveis psicológicas Domínio/Área Científica::Ciências Sociais::Psicologia |
title_short |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
title_full |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
title_fullStr |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
title_full_unstemmed |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
title_sort |
Tell me what you buy and I will tell you who you are : a psychological characterization of Millennials sustainable consumption |
author |
Pereira, Mariana Fernandes |
author_facet |
Pereira, Mariana Fernandes |
author_role |
author |
dc.contributor.none.fl_str_mv |
Simão, Cláudia Patrícia Candeias Jerónimo, Rita Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pereira, Mariana Fernandes |
dc.subject.por.fl_str_mv |
Millennials Food/clothing sustainable consumption Psychological variables Consumo sustentável de comida/roupa Variáveis psicológicas Domínio/Área Científica::Ciências Sociais::Psicologia |
topic |
Millennials Food/clothing sustainable consumption Psychological variables Consumo sustentável de comida/roupa Variáveis psicológicas Domínio/Área Científica::Ciências Sociais::Psicologia |
description |
Sustainable consumption behaviour is a major concern for modern day societies and businesses. Understanding the psychology behind sustainable behaviours is crucial for a sustainable future and widespread behavioural change. As empirical surveys identify Millennials as the most sustainable generation to date, Millennials were chosen to be the target population of this dissertation. This dissertation seeks to (1) investigate what is the psychological profile for sustainable consumer in Millennials; (2) warrant if there is only one (vs. more than one) psychological profile of the Millennials´ sustainable consumer and (3) ascertain which psychological factors predict such profile(s). In order to fulfil the abovementioned goals, this dissertation followed a quantitative approach, with statistical analysis carried out at SPSS software. A convenience sample technique was used, with a total of 329 participants, of which 204 (62%) were female and 125 (38%) male. Data was collected through an online questionnaire. Results indicate that there is not just one psychological profile for sustainable consumer in Millennials, but at least two psychological profiles, based on different type of products (clothing vs. food). These results provide a starting point for developing strategies that marketeers or policy makers can use to reach this economically powerful generation. Furthermore, it contributes to the understanding of the psychological variables of sustainable consumer behaviour and substantiates the body of knowledge in sustainable development. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10 2021-02-18 2021-02-18T00:00:00Z 2022-04-29T14:24:05Z |
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/10400.14/37390 TID:202731405 |
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http://hdl.handle.net/10400.14/37390 |
identifier_str_mv |
TID:202731405 |
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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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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