O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade

Detalhes bibliográficos
Autor(a) principal: Rauber, Gabriela Nogueira
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Institucional da UFU
Texto Completo: https://repositorio.ufu.br/handle/123456789/37252
http://doi.org/10.14393/ufu.di.2023.46
Resumo: The general objective of this research was to identify and analyze the factors that influence the purchase intention. For this, a mixed methodology was used. In the first stage, a qualitative exploratory one, an in-depth understanding of consumers of vegan cosmetics and the reasons that lead them to consume these items was sought. This occurred through conducting 15 interviews and support in the literature. The results pointed to animal protection as the main influencing factor for these people to use this type of cosmetic, while the secondary factors were a concern for the environment, their health, and, more mildly, social influence. Considerations about the quality of cosmetics were also made, in an unprecedented way, theoretically contributing to the incipient literature. From this scenario, a theoretical model was proposed containing the possible factors that influence the purchase intention of vegan cosmetics. Therefore, it was decided to analyze the following influencing constructs: environmental awareness; concern for animal welfare; social influence; health awareness; perception of product quality; high price perception; perception of little availability; and consumer distrust. Subsequently, in the second phase of the dissertation, a confirmatory study was carried out, whose data was collected through an electronic survey. The statistical technique chosen was Structural Equation Modeling (SEM). The number of responses considered valid for the study was 299. The tests carried out on the model indicated its fit and empirical validity. The research results confirmed eight of the twelve proposed hypotheses. Based on the determination coefficients obtained, it can be concluded that the model explains 61.4% of the variance in attitude towards the consumption of vegan cosmetics, 34.8% of the concern for animal welfare, 57.7% of the intention to purchase vegan cosmetics, and 6.3% of quality perception. As the main results, the intention to purchase vegan cosmetics is influenced by the attitude towards the consumption of these products, and this relationship is moderated by variables such as the perception of product availability, whether the individual is vegan or not, and the time in which he consumes vegan cosmetics. Furthermore, the attitude is motivated by environmental awareness, concern for animal welfare, and the perception of quality. Distrust in the brand and sensitivity to price elasticity were confirmed as its inhibitors. Finally, it was also found that health awareness influences consumers' perception of quality and that animal welfare is influenced by environmental awareness. Regarding regionality, it was observed that consumers from Triângulo Mineiro are more sensitive to price elasticity and are less motivated to consume vegan cosmetics for environmental reasons.
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spelling O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidadeThe consumer of vegan cosmetics: an analysis considering motivators, inhibitors, and regionalityConsumo veganoVegan consumptionCosméticos veganosVegan cosmeticsComportamento do consumidorConsumer behaviorRegionalidadeRegionalityCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASAdministraçãoCosméticos - ComércioAdministração de vendasComportamento do consumidorThe general objective of this research was to identify and analyze the factors that influence the purchase intention. For this, a mixed methodology was used. In the first stage, a qualitative exploratory one, an in-depth understanding of consumers of vegan cosmetics and the reasons that lead them to consume these items was sought. This occurred through conducting 15 interviews and support in the literature. The results pointed to animal protection as the main influencing factor for these people to use this type of cosmetic, while the secondary factors were a concern for the environment, their health, and, more mildly, social influence. Considerations about the quality of cosmetics were also made, in an unprecedented way, theoretically contributing to the incipient literature. From this scenario, a theoretical model was proposed containing the possible factors that influence the purchase intention of vegan cosmetics. Therefore, it was decided to analyze the following influencing constructs: environmental awareness; concern for animal welfare; social influence; health awareness; perception of product quality; high price perception; perception of little availability; and consumer distrust. Subsequently, in the second phase of the dissertation, a confirmatory study was carried out, whose data was collected through an electronic survey. The statistical technique chosen was Structural Equation Modeling (SEM). The number of responses considered valid for the study was 299. The tests carried out on the model indicated its fit and empirical validity. The research results confirmed eight of the twelve proposed hypotheses. Based on the determination coefficients obtained, it can be concluded that the model explains 61.4% of the variance in attitude towards the consumption of vegan cosmetics, 34.8% of the concern for animal welfare, 57.7% of the intention to purchase vegan cosmetics, and 6.3% of quality perception. As the main results, the intention to purchase vegan cosmetics is influenced by the attitude towards the consumption of these products, and this relationship is moderated by variables such as the perception of product availability, whether the individual is vegan or not, and the time in which he consumes vegan cosmetics. Furthermore, the attitude is motivated by environmental awareness, concern for animal welfare, and the perception of quality. Distrust in the brand and sensitivity to price elasticity were confirmed as its inhibitors. Finally, it was also found that health awareness influences consumers' perception of quality and that animal welfare is influenced by environmental awareness. Regarding regionality, it was observed that consumers from Triângulo Mineiro are more sensitive to price elasticity and are less motivated to consume vegan cosmetics for environmental reasons.CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorDissertação (Mestrado)O objetivo geral desta pesquisa foi identificar e analisar os fatores que influenciam a intenção de compra de cosméticos veganos. Para isso, foi utilizada uma metodologia mista. Na primeira etapa, exploratória qualitativa, buscou-se um entendimento aprofundado dos consumidores de cosméticos veganos e os motivos que os levam a consumir estes itens. Isso ocorreu por meio da realização de 15 entrevistas. Os resultados apontaram a proteção animal como principal fator de influência para que essas pessoas façam uso desse tipo de cosmético, enquanto os fatores secundários foram a preocupação com o meio ambiente, com a própria saúde e, de forma mais branda, a influência social. Considerações sobre a qualidade dos cosméticos também foram feitas, contribuindo teoricamente para a literatura incipiente. A partir deste cenário foi proposto um modelo teórico contendo os possíveis fatores que influenciam a intenção de compra dos cosméticos veganos, considerando também outros estudos. Para tanto, optou-se por analisar os seguintes construtos influenciadores do consumo de cosméticos veganos: consciência ambiental; preocupação com o bem-estar animal; influência social; consciência com a saúde; percepção de qualidade do produto; percepção de preço elevado; percepção de pouca disponibilidade; e desconfiança dos consumidores. Posteriormente, na segunda fase da dissertação, realizou-se um estudo de caráter confirmatório, cuja coleta de dados foi feita por meio de uma survey eletrônica. A técnica estatística escolhida foi a Modelagem de Equações Estruturais (SEM). O número de respostas para o estudo foi de 299. Os testes empreendidos no modelo apontaram o seu ajuste e validade empírica. Os resultados da pesquisa comprovaram oito das doze hipóteses propostas. Com base nos coeficientes de determinação obtidos, pode-se concluir que o modelo explica 61,4% da variância da atitude para o consumo de cosméticos veganos e 57,7% da intenção de compra de cosméticos veganos. Como principais resultados, têm-se que a intenção de compra de cosméticos veganos é influenciada pela atitude em relação ao consumo destes produtos e essa relação é moderada por variáveis como a percepção de disponibilidade do produto, o fato de o indivíduo ser vegano ou não e o tempo no qual ele consome cosméticos veganos. Ademais, a atitude tem como motivadores a consciência ambiental, a preocupação com o bem-estar animal e a percepção de qualidade. Já a desconfiança na marca e a sensibilidade à elasticidade do preço foram confirmados como seus inibidores. Por fim, verificou-se também que a consciência com a saúde influencia a percepção de qualidade dos consumidores e que o bem-estar animal é influenciado pela consciência ambiental. No que tange a regionalidade, observou-se que os consumidores do Triângulo Mineiro possuem maior sensibilidade a elasticidade do preço e são menos motivados ao consumo de cosméticos veganos por razões ambientais.2025-02-15Universidade Federal de UberlândiaBrasilPrograma de Pós-graduação em AdministraçãoFagundes, André Francisco Alcântarahttp://lattes.cnpq.br/4605993276758331Lopes, José Eduardo Ferreirahttp://lattes.cnpq.br/1181111177305483Muylder, Cristiana Fernandes dehttp://lattes.cnpq.br/0450255381559550Sousa, Caissa Veloso ehttp://lattes.cnpq.br/6713072836977893Rauber, Gabriela Nogueira2023-02-16T19:36:21Z2023-02-16T19:36:21Z2023-01-25info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfRAUBER, Gabriela Nogueira. O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade. 2023. 114 f. Dissertação (Mestrado em Administração) - Universidade Federal de Uberlândia, Uberlândia, 2023. DOI http://doi.org/10.14393/ufu.di.2023.46.https://repositorio.ufu.br/handle/123456789/37252http://doi.org/10.14393/ufu.di.2023.46porinfo:eu-repo/semantics/embargoedAccessreponame:Repositório Institucional da UFUinstname:Universidade Federal de Uberlândia (UFU)instacron:UFU2023-02-17T06:32:13Zoai:repositorio.ufu.br:123456789/37252Repositório InstitucionalONGhttp://repositorio.ufu.br/oai/requestdiinf@dirbi.ufu.bropendoar:2023-02-17T06:32:13Repositório Institucional da UFU - Universidade Federal de Uberlândia (UFU)false
dc.title.none.fl_str_mv O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
The consumer of vegan cosmetics: an analysis considering motivators, inhibitors, and regionality
title O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
spellingShingle O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
Rauber, Gabriela Nogueira
Consumo vegano
Vegan consumption
Cosméticos veganos
Vegan cosmetics
Comportamento do consumidor
Consumer behavior
Regionalidade
Regionality
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
Administração
Cosméticos - Comércio
Administração de vendas
Comportamento do consumidor
title_short O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
title_full O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
title_fullStr O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
title_full_unstemmed O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
title_sort O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade
author Rauber, Gabriela Nogueira
author_facet Rauber, Gabriela Nogueira
author_role author
dc.contributor.none.fl_str_mv Fagundes, André Francisco Alcântara
http://lattes.cnpq.br/4605993276758331
Lopes, José Eduardo Ferreira
http://lattes.cnpq.br/1181111177305483
Muylder, Cristiana Fernandes de
http://lattes.cnpq.br/0450255381559550
Sousa, Caissa Veloso e
http://lattes.cnpq.br/6713072836977893
dc.contributor.author.fl_str_mv Rauber, Gabriela Nogueira
dc.subject.por.fl_str_mv Consumo vegano
Vegan consumption
Cosméticos veganos
Vegan cosmetics
Comportamento do consumidor
Consumer behavior
Regionalidade
Regionality
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
Administração
Cosméticos - Comércio
Administração de vendas
Comportamento do consumidor
topic Consumo vegano
Vegan consumption
Cosméticos veganos
Vegan cosmetics
Comportamento do consumidor
Consumer behavior
Regionalidade
Regionality
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
Administração
Cosméticos - Comércio
Administração de vendas
Comportamento do consumidor
description The general objective of this research was to identify and analyze the factors that influence the purchase intention. For this, a mixed methodology was used. In the first stage, a qualitative exploratory one, an in-depth understanding of consumers of vegan cosmetics and the reasons that lead them to consume these items was sought. This occurred through conducting 15 interviews and support in the literature. The results pointed to animal protection as the main influencing factor for these people to use this type of cosmetic, while the secondary factors were a concern for the environment, their health, and, more mildly, social influence. Considerations about the quality of cosmetics were also made, in an unprecedented way, theoretically contributing to the incipient literature. From this scenario, a theoretical model was proposed containing the possible factors that influence the purchase intention of vegan cosmetics. Therefore, it was decided to analyze the following influencing constructs: environmental awareness; concern for animal welfare; social influence; health awareness; perception of product quality; high price perception; perception of little availability; and consumer distrust. Subsequently, in the second phase of the dissertation, a confirmatory study was carried out, whose data was collected through an electronic survey. The statistical technique chosen was Structural Equation Modeling (SEM). The number of responses considered valid for the study was 299. The tests carried out on the model indicated its fit and empirical validity. The research results confirmed eight of the twelve proposed hypotheses. Based on the determination coefficients obtained, it can be concluded that the model explains 61.4% of the variance in attitude towards the consumption of vegan cosmetics, 34.8% of the concern for animal welfare, 57.7% of the intention to purchase vegan cosmetics, and 6.3% of quality perception. As the main results, the intention to purchase vegan cosmetics is influenced by the attitude towards the consumption of these products, and this relationship is moderated by variables such as the perception of product availability, whether the individual is vegan or not, and the time in which he consumes vegan cosmetics. Furthermore, the attitude is motivated by environmental awareness, concern for animal welfare, and the perception of quality. Distrust in the brand and sensitivity to price elasticity were confirmed as its inhibitors. Finally, it was also found that health awareness influences consumers' perception of quality and that animal welfare is influenced by environmental awareness. Regarding regionality, it was observed that consumers from Triângulo Mineiro are more sensitive to price elasticity and are less motivated to consume vegan cosmetics for environmental reasons.
publishDate 2023
dc.date.none.fl_str_mv 2023-02-16T19:36:21Z
2023-02-16T19:36:21Z
2023-01-25
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 RAUBER, Gabriela Nogueira. O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade. 2023. 114 f. Dissertação (Mestrado em Administração) - Universidade Federal de Uberlândia, Uberlândia, 2023. DOI http://doi.org/10.14393/ufu.di.2023.46.
https://repositorio.ufu.br/handle/123456789/37252
http://doi.org/10.14393/ufu.di.2023.46
identifier_str_mv RAUBER, Gabriela Nogueira. O consumidor de cosméticos veganos: uma análise considerando motivadores, inibidores e a regionalidade. 2023. 114 f. Dissertação (Mestrado em Administração) - Universidade Federal de Uberlândia, Uberlândia, 2023. DOI http://doi.org/10.14393/ufu.di.2023.46.
url https://repositorio.ufu.br/handle/123456789/37252
http://doi.org/10.14393/ufu.di.2023.46
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Brasil
Programa de Pós-graduação em Administração
publisher.none.fl_str_mv Universidade Federal de Uberlândia
Brasil
Programa de Pós-graduação em Administração
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reponame_str Repositório Institucional da UFU
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