How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38345 |
Resumo: | We live in the era of the conscious consumer, where people are more than ever, deliberating their choices before they make a purchase. They care for a healthy lifestyle and the good of the environment, but are they already considering the benefits of choosing cruelty-free products? With the potential to keep growing in the next years, the cruelty-free market is already worth millions but, some of the most well-known brands in the industry have yet to adapt to this conscious way of production. This research strived to investigate how the presence of cruelty-free logos on a product's package impacts the brand image, while also analyzing the moderation effect of attitudes towards green products and knowledge of cruelty-free. During the investigation, three different stimuli were created based on the results of an online Pre-Survey. The stimuli created had either no logo, a certified cruelty-free logo or, an uncertified cruelty-free logo. Subsequently, those stimuli were then used on an online questionnaire where they were randomly assigned to each respondent. Findings suggest that the presence of a cruelty-free logo on the product package does indeed increase brand image. It was proved that the knowledge of cruelty-free does impact the brand image yet, no hypotheses were confirmed. However, regarding attitudes towards green products, no hypotheses were confirmed. This research aims to contribute to the literature gap surrounding cruelty-free and brand image, however, there is still a lot of space for further research due to the constant development of this topic. |
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How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledgeCruelty-freeCruelty-free logosCertified logosUncertified logosGreen productsKnowledge of cruelty-freeBrand imageLogótipos cruelty-freeLogótipos certificadosLogótipos não certificadosProdutos verdesConhecimento de cruelty-freeImagem da marcaDomínio/Área Científica::Ciências Sociais::Economia e GestãoWe live in the era of the conscious consumer, where people are more than ever, deliberating their choices before they make a purchase. They care for a healthy lifestyle and the good of the environment, but are they already considering the benefits of choosing cruelty-free products? With the potential to keep growing in the next years, the cruelty-free market is already worth millions but, some of the most well-known brands in the industry have yet to adapt to this conscious way of production. This research strived to investigate how the presence of cruelty-free logos on a product's package impacts the brand image, while also analyzing the moderation effect of attitudes towards green products and knowledge of cruelty-free. During the investigation, three different stimuli were created based on the results of an online Pre-Survey. The stimuli created had either no logo, a certified cruelty-free logo or, an uncertified cruelty-free logo. Subsequently, those stimuli were then used on an online questionnaire where they were randomly assigned to each respondent. Findings suggest that the presence of a cruelty-free logo on the product package does indeed increase brand image. It was proved that the knowledge of cruelty-free does impact the brand image yet, no hypotheses were confirmed. However, regarding attitudes towards green products, no hypotheses were confirmed. This research aims to contribute to the literature gap surrounding cruelty-free and brand image, however, there is still a lot of space for further research due to the constant development of this topic.Atualmente, vivemos numa era de consumidores conscientes, na qual as pessoas estão mais que nunca a refletir sobre as suas escolhas antes de fazerem uma compra. É dada importância a um estilo de vida saudável e opções que contribuam para o bem do planeta, no entanto, será que já estão a ser considerados os benefícios de produtos cruelty-free? Apesar do potencial de crescimento nos próximos anos e um mercado a valer milhares de milhões, a grande parte das marcas mais conhecidas na indústria ainda necessitam de se adaptar a esta forma de produção consciente. Esta pesquisa pretende investigar como a presença de logótipos cruelty-free na embalagem de um produto influencia a imagem da marca, analisando também o efeito de atitudes em relação a produtos verdes e conhecimento de cruelty-free dos consumidores. Durante o decorrer da investigação foram criados três estímulos fundamentados pelos resultados de um Pré-Questionário online. Os estímulos eram caracterizados por não ter logótipo, logótipo cruelty-free certificado ou, logótipo cruelty-free não certificado. Subsequentemente, os mesmos foram utilizados num Questionário Online e distribuídos aleatoriamente pelos inquiridos. Os resultados revelaram que a presença de logótipo cruelty-free contribui para um aumento positivo da imagem da marca. Foi identificado impacto do conhecimento de cruelty-free na imagem da marca, no entanto, nenhuma hipótese foi confirmada. Quanto a atitudes em relação a produtos verdes, nenhuma hipótese foi confirmada. Esta investigação pretende contribuir para a escassez de conhecimento na literatura em relação a produtos cruelty-free e imagem da marca, deixando ainda espaço para futuras investigações.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaPaderne, Daniela Rosa2022-07-21T16:47:54Z2022-01-252022-012022-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38345TID:202964930enginfo: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:RCAAP2023-07-12T17:43:49Zoai:repositorio.ucp.pt:10400.14/38345Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:18.289230Repositório 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 |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
title |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
spellingShingle |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge Paderne, Daniela Rosa Cruelty-free Cruelty-free logos Certified logos Uncertified logos Green products Knowledge of cruelty-free Brand image Logótipos cruelty-free Logótipos certificados Logótipos não certificados Produtos verdes Conhecimento de cruelty-free Imagem da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
title_full |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
title_fullStr |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
title_full_unstemmed |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
title_sort |
How cruelty-free logos impact brand image : the moderating effect of consumer attitudes and consumer knowledge |
author |
Paderne, Daniela Rosa |
author_facet |
Paderne, Daniela Rosa |
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 |
Paderne, Daniela Rosa |
dc.subject.por.fl_str_mv |
Cruelty-free Cruelty-free logos Certified logos Uncertified logos Green products Knowledge of cruelty-free Brand image Logótipos cruelty-free Logótipos certificados Logótipos não certificados Produtos verdes Conhecimento de cruelty-free Imagem da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Cruelty-free Cruelty-free logos Certified logos Uncertified logos Green products Knowledge of cruelty-free Brand image Logótipos cruelty-free Logótipos certificados Logótipos não certificados Produtos verdes Conhecimento de cruelty-free Imagem da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
We live in the era of the conscious consumer, where people are more than ever, deliberating their choices before they make a purchase. They care for a healthy lifestyle and the good of the environment, but are they already considering the benefits of choosing cruelty-free products? With the potential to keep growing in the next years, the cruelty-free market is already worth millions but, some of the most well-known brands in the industry have yet to adapt to this conscious way of production. This research strived to investigate how the presence of cruelty-free logos on a product's package impacts the brand image, while also analyzing the moderation effect of attitudes towards green products and knowledge of cruelty-free. During the investigation, three different stimuli were created based on the results of an online Pre-Survey. The stimuli created had either no logo, a certified cruelty-free logo or, an uncertified cruelty-free logo. Subsequently, those stimuli were then used on an online questionnaire where they were randomly assigned to each respondent. Findings suggest that the presence of a cruelty-free logo on the product package does indeed increase brand image. It was proved that the knowledge of cruelty-free does impact the brand image yet, no hypotheses were confirmed. However, regarding attitudes towards green products, no hypotheses were confirmed. This research aims to contribute to the literature gap surrounding cruelty-free and brand image, however, there is still a lot of space for further research due to the constant development of this topic. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-21T16:47:54Z 2022-01-25 2022-01 2022-01-25T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/38345 TID:202964930 |
url |
http://hdl.handle.net/10400.14/38345 |
identifier_str_mv |
TID:202964930 |
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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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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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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