How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/34755 |
Resumo: | Nowadays, the Global Warming and Climate Change urgency have become undeniable. The disposal practice is universally recognized as one of the main causes of this societal challenge. As a consequence, the introduction of Environmentally Friendly (EF) Packaging Materials (PM) is part of the solution. Nevertheless, several questions must be raised. How do consumers perceive different PM in terms of quality? Are consumers translating their environmental concerns into actual purchasing behavior? This study intends to evaluate how PM influence consumers’ purchase intentions (PIs), considering Perceived Quality (PQ) as a mediator and Ethically Minded Consumer Behavior (EMCB) as a moderator. After choosing two different beverages (Gin and Whisky), the study went through four different steps: a focus group, the creation of stimuli, interviews and an online survey. The focus group unveiled three PM (Glass, Paper and Plastic), that were materialized under fictitious brands. The interviews aimed to test the acceptance of the stimuli. Furthermore, a quantitative analysis using IBM SPSS Statistics was performed based on 512 questionnaires. Results show Glass as the preferred PM in both beverages, and Paper overcome Plastic PQ and PI’s levels. This result suggests that consumers are willing to give up on Plastic for Paper, EF packaging options. This change of paradigm indicates the increasing reliability of consumers on EF options. This study also demonstrated the role of PQ as a moderator on the relationship between different PM and PIs, which was not proven in this study for the EMCB variable. |
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How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived qualityPackaging materialsPerceived qualityEthically minded consumer behaviorBeveragesAlcoholic beverages industryMateriais das embalagensQualidade percepcionadaComportamento ético do consumidorBebidasIndústria de bebidas alcoólicasDomínio/Área Científica::Ciências Sociais::Economia e GestãoNowadays, the Global Warming and Climate Change urgency have become undeniable. The disposal practice is universally recognized as one of the main causes of this societal challenge. As a consequence, the introduction of Environmentally Friendly (EF) Packaging Materials (PM) is part of the solution. Nevertheless, several questions must be raised. How do consumers perceive different PM in terms of quality? Are consumers translating their environmental concerns into actual purchasing behavior? This study intends to evaluate how PM influence consumers’ purchase intentions (PIs), considering Perceived Quality (PQ) as a mediator and Ethically Minded Consumer Behavior (EMCB) as a moderator. After choosing two different beverages (Gin and Whisky), the study went through four different steps: a focus group, the creation of stimuli, interviews and an online survey. The focus group unveiled three PM (Glass, Paper and Plastic), that were materialized under fictitious brands. The interviews aimed to test the acceptance of the stimuli. Furthermore, a quantitative analysis using IBM SPSS Statistics was performed based on 512 questionnaires. Results show Glass as the preferred PM in both beverages, and Paper overcome Plastic PQ and PI’s levels. This result suggests that consumers are willing to give up on Plastic for Paper, EF packaging options. This change of paradigm indicates the increasing reliability of consumers on EF options. This study also demonstrated the role of PQ as a moderator on the relationship between different PM and PIs, which was not proven in this study for the EMCB variable.Atualmente, a urgência para responder ao Aquecimento Global e às Mudanças Climáticas tornou-se inegável. A prática comum do descartável é universalmente reconhecida como uma das causas destes problemas ambientais. Assim, a utilização de materiais ecológicos nas embalagens é parte da solução. Contudo, diversas questões devem ser colocadas. Como percepcionam os consumidores diferentes materiais, em termos de qualidade? Estarão os consumidores a traduzir as suas preocupações ambientais no seu comportamento de compra? Este estudo visa avaliar como os materiais das embalagens podem influenciar a Intenção de Compra (IC), considerando a Qualidade Percepcionada (QP) como mediador e o Comportamento Ético do Consumidor (CEC) como moderador. Após a escolha de duas bebidas (Whisky e Gin), quatro passos foram realizados: um focus group, a criação dos estímulos, entrevistas e um questionário online. O focus group desvendou três diferentes materiais (Vidro, Papel e Plástico), posteriormente materializados sob marcas fictícias. As entrevistas visaram testar a aceitação dos estímulos. Por último, foi realizada uma análise quantitativa tendo como base 512 questionários utilizando o programa IBM-SPSS-Statistics. Os resultados obtidos neste estudo evidenciaram que Vidro é o preferido e Papel supera Plástico, tanto na QP como na IC das duas bebidas. Constata-se que os consumidores estão dispostos a desistir do Plástico para o Papel, uma opção mais ecológica. Esta mudança de paradigma indica o aumento de credibilidade em opções mais ecológicas. Esta conclusão reflete o impacto da QP como moderador da relação entre os materiais e as suas intenções de compra, o que não se verifica para o CEC.Fernandes, Daniel Von Der HeydeVeritati - Repositório Institucional da Universidade Católica PortuguesaPereira, Carolina Pinto Gama de Castro2021-09-13T07:50:39Z2021-02-0320212021-02-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/34755TID:202657310enginfo: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:RCAAP2023-07-12T17:40:16Zoai:repositorio.ucp.pt:10400.14/34755Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:10.830314Repositório 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 packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
title |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
spellingShingle |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality Pereira, Carolina Pinto Gama de Castro Packaging materials Perceived quality Ethically minded consumer behavior Beverages Alcoholic beverages industry Materiais das embalagens Qualidade percepcionada Comportamento ético do consumidor Bebidas Indústria de bebidas alcoólicas Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
title_full |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
title_fullStr |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
title_full_unstemmed |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
title_sort |
How packaging materials influence the Consumers’ Purchase Intention : the mediation role of perceived quality |
author |
Pereira, Carolina Pinto Gama de Castro |
author_facet |
Pereira, Carolina Pinto Gama de Castro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Fernandes, Daniel Von Der Heyde Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pereira, Carolina Pinto Gama de Castro |
dc.subject.por.fl_str_mv |
Packaging materials Perceived quality Ethically minded consumer behavior Beverages Alcoholic beverages industry Materiais das embalagens Qualidade percepcionada Comportamento ético do consumidor Bebidas Indústria de bebidas alcoólicas Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Packaging materials Perceived quality Ethically minded consumer behavior Beverages Alcoholic beverages industry Materiais das embalagens Qualidade percepcionada Comportamento ético do consumidor Bebidas Indústria de bebidas alcoólicas Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Nowadays, the Global Warming and Climate Change urgency have become undeniable. The disposal practice is universally recognized as one of the main causes of this societal challenge. As a consequence, the introduction of Environmentally Friendly (EF) Packaging Materials (PM) is part of the solution. Nevertheless, several questions must be raised. How do consumers perceive different PM in terms of quality? Are consumers translating their environmental concerns into actual purchasing behavior? This study intends to evaluate how PM influence consumers’ purchase intentions (PIs), considering Perceived Quality (PQ) as a mediator and Ethically Minded Consumer Behavior (EMCB) as a moderator. After choosing two different beverages (Gin and Whisky), the study went through four different steps: a focus group, the creation of stimuli, interviews and an online survey. The focus group unveiled three PM (Glass, Paper and Plastic), that were materialized under fictitious brands. The interviews aimed to test the acceptance of the stimuli. Furthermore, a quantitative analysis using IBM SPSS Statistics was performed based on 512 questionnaires. Results show Glass as the preferred PM in both beverages, and Paper overcome Plastic PQ and PI’s levels. This result suggests that consumers are willing to give up on Plastic for Paper, EF packaging options. This change of paradigm indicates the increasing reliability of consumers on EF options. This study also demonstrated the role of PQ as a moderator on the relationship between different PM and PIs, which was not proven in this study for the EMCB variable. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-13T07:50:39Z 2021-02-03 2021 2021-02-03T00:00:00Z |
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/10400.14/34755 TID:202657310 |
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http://hdl.handle.net/10400.14/34755 |
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TID:202657310 |
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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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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