A Consumers' Perceptions of Green Advertising by Consumer Goods Companies

Detalhes bibliográficos
Autor(a) principal: Rauber, Gabriela Nogueira
Data de Publicação: 2024
Outros Autores: Freitas, Vérica, Paula, Verônica Angélica Freitas de
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: REUNIR: Revista de Administração. Contabilidade e Sustentabilidade
Texto Completo: https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458
Resumo: This article aimed to analyze and classify comments from Instagram® users after exposure to ecological advertisements of sustainable companies, according to the Cognitive Responses Theory. We used a qualitative approach to analyze comments on posts of six sustainable consumer goods companies operating in Brazil, totaling the analysis of 212 comments through coding. Thus, the study indicates that 86.4% of the cognitive responses of users, when commenting on the companies' green advertisements, were classified as supportive arguments and, among these, 82.6% were oriented to the message conveyed. In contrast, when analyzing the counterarguments, it can be seen that most responses referred to the product (63.1%). This shows that the target audience has a positive view of ecological advertisements, provided that the companies that perform Green Marketing offer quality products/services and reinforce the message conveyed. The research approach and method used can be replicated in different studies, considering the relevance of social media for the corporate image and strategic positioning of sustainable companies.
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spelling A Consumers' Perceptions of Green Advertising by Consumer Goods CompaniesA Percepção dos Consumidores Quanto à Propaganda Ecológica de Empresas de Bens de ConsumoGreen advertisingCognitive responsesInstagram®Propaganda ecológicaRespostas cognitivasInstagram®This article aimed to analyze and classify comments from Instagram® users after exposure to ecological advertisements of sustainable companies, according to the Cognitive Responses Theory. We used a qualitative approach to analyze comments on posts of six sustainable consumer goods companies operating in Brazil, totaling the analysis of 212 comments through coding. Thus, the study indicates that 86.4% of the cognitive responses of users, when commenting on the companies' green advertisements, were classified as supportive arguments and, among these, 82.6% were oriented to the message conveyed. In contrast, when analyzing the counterarguments, it can be seen that most responses referred to the product (63.1%). This shows that the target audience has a positive view of ecological advertisements, provided that the companies that perform Green Marketing offer quality products/services and reinforce the message conveyed. The research approach and method used can be replicated in different studies, considering the relevance of social media for the corporate image and strategic positioning of sustainable companies.Este artigo teve como principal objetivo analisar e classificar comentários de usuários do Instagram® após a exposição a propagandas ecológicas de empresas sustentáveis, de acordo com a Teoria das Respostas Cognitivas. Foi utilizada uma abordagem qualitativa ao analisar comentários em publicações de seis empresas sustentáveis de bens de consumo com atuação no Brasil, totalizando a análise de 212 comentários por meio de codificações. Dessa forma, o estudo indica que 86,4% das respostas cognitivas dos usuários, ao comentar sobre as propagandas ecológicas das empresas, foram classificadas como argumentos de apoio e, dentre essas, 82,6% foram orientadas à mensagem passada. Em contrapartida, ao analisar os contra-argumentos, pode-se perceber que a maioria das respostas remetiam ao produto (63,1%). Isso demonstra que o público-alvo tem uma visão positiva das propagandas ecológicas, desde que as empresas que realizam o Marketing Verde ofereçam produtos/serviços de qualidade e reforcem a mensagem passada. A abordagem e o método de pesquisa utilizados podem ser replicados em diferentes estudos, tendo em vista a relevância das mídias sociais para a imagem corporativa e posicionamento estratégico das empresas sustentáveis.Universidade Federal de Campina Grande2024-04-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigos avaliado pelos paresapplication/pdfapplication/pdfhttps://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/145810.18696/reunir.v13i4.1458REUNIR Revista de Administração Contabilidade e Sustentabilidade; v. 13 n. 4 (2023): REUNIR: 13, 4, 2023; 18-342237-366710.18696/reunir.v13i4reponame:REUNIR: Revista de Administração. Contabilidade e Sustentabilidadeinstname:Universidade Federal de Campina Grande (UFCG)instacron:UFCGporenghttps://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458/772https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458/773Copyright (c) 2024 REUNIR Revista de Administração Contabilidade e Sustentabilidadehttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccess Rauber, Gabriela NogueiraFreitas, VéricaPaula, Verônica Angélica Freitas de 2024-04-19T19:48:06Zoai:ojs.150.165.111.246:article/1458Revistahttps://reunir.revistas.ufcg.edu.br/index.php/uacc/indexPUBhttps://reunir.revistas.ufcg.edu.br/index.php/uacc/oairevistareunir2021@gmail.com |2237-36672237-3667opendoar:2024-04-19T19:48:06REUNIR: Revista de Administração. Contabilidade e Sustentabilidade - Universidade Federal de Campina Grande (UFCG)false
dc.title.none.fl_str_mv A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
A Percepção dos Consumidores Quanto à Propaganda Ecológica de Empresas de Bens de Consumo
title A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
spellingShingle A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
Rauber, Gabriela Nogueira
Green advertising
Cognitive responses
Instagram®
Propaganda ecológica
Respostas cognitivas
Instagram®
title_short A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
title_full A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
title_fullStr A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
title_full_unstemmed A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
title_sort A Consumers' Perceptions of Green Advertising by Consumer Goods Companies
author Rauber, Gabriela Nogueira
author_facet Rauber, Gabriela Nogueira
Freitas, Vérica
Paula, Verônica Angélica Freitas de
author_role author
author2 Freitas, Vérica
Paula, Verônica Angélica Freitas de
author2_role author
author
dc.contributor.author.fl_str_mv Rauber, Gabriela Nogueira
Freitas, Vérica
Paula, Verônica Angélica Freitas de
dc.subject.por.fl_str_mv Green advertising
Cognitive responses
Instagram®
Propaganda ecológica
Respostas cognitivas
Instagram®
topic Green advertising
Cognitive responses
Instagram®
Propaganda ecológica
Respostas cognitivas
Instagram®
description This article aimed to analyze and classify comments from Instagram® users after exposure to ecological advertisements of sustainable companies, according to the Cognitive Responses Theory. We used a qualitative approach to analyze comments on posts of six sustainable consumer goods companies operating in Brazil, totaling the analysis of 212 comments through coding. Thus, the study indicates that 86.4% of the cognitive responses of users, when commenting on the companies' green advertisements, were classified as supportive arguments and, among these, 82.6% were oriented to the message conveyed. In contrast, when analyzing the counterarguments, it can be seen that most responses referred to the product (63.1%). This shows that the target audience has a positive view of ecological advertisements, provided that the companies that perform Green Marketing offer quality products/services and reinforce the message conveyed. The research approach and method used can be replicated in different studies, considering the relevance of social media for the corporate image and strategic positioning of sustainable companies.
publishDate 2024
dc.date.none.fl_str_mv 2024-04-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigos avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458
10.18696/reunir.v13i4.1458
url https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458
identifier_str_mv 10.18696/reunir.v13i4.1458
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458/772
https://reunir.revistas.ufcg.edu.br/index.php/uacc/article/view/1458/773
dc.rights.driver.fl_str_mv Copyright (c) 2024 REUNIR Revista de Administração Contabilidade e Sustentabilidade
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 REUNIR Revista de Administração Contabilidade e Sustentabilidade
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Campina Grande
publisher.none.fl_str_mv Universidade Federal de Campina Grande
dc.source.none.fl_str_mv REUNIR Revista de Administração Contabilidade e Sustentabilidade; v. 13 n. 4 (2023): REUNIR: 13, 4, 2023; 18-34
2237-3667
10.18696/reunir.v13i4
reponame:REUNIR: Revista de Administração. Contabilidade e Sustentabilidade
instname:Universidade Federal de Campina Grande (UFCG)
instacron:UFCG
instname_str Universidade Federal de Campina Grande (UFCG)
instacron_str UFCG
institution UFCG
reponame_str REUNIR: Revista de Administração. Contabilidade e Sustentabilidade
collection REUNIR: Revista de Administração. Contabilidade e Sustentabilidade
repository.name.fl_str_mv REUNIR: Revista de Administração. Contabilidade e Sustentabilidade - Universidade Federal de Campina Grande (UFCG)
repository.mail.fl_str_mv revistareunir2021@gmail.com |
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