Percorrer por autor "Ihekoronye, Mercy Chinwendu"
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- Understanding the minimalism trend in Portugal: considering home appliances and automobile consumers purchasing behaviourPublication . Ihekoronye, Mercy Chinwendu; Pacheco, NatáliaMinimalism is a notion that has received a lot of attention in recent years because of its potential influence on consumer behavior. The purpose of this study is to investigate how consumers of automobiles and home appliances in Portugal are responding to the minimalism trend and its influence on consumer purchasing behavior, ultimately leading to more sustainable consumption practices and a reduced environmental impact. To achieve the study's objectives, a qualitative methodology was used, which included 10 participants in a semi-structured interview. The study emphasized the impact of simplicity on brand perception, customer loyalty, and the desire for sustainable, long-lasting products, indicating the potential impact of minimalism on business strategy and consumer preferences going forward. Their response to branding and marketing influence was also examined, and it revealed the challenges consumers face when adopting minimalist practices, such as societal demands and being bombarded with marketing campaigns and influence, indicating potential barriers to widespread adoption of minimal practices. The findings from these interviews gave a better knowledge of consumer behaviour regarding minimalism in Portugal, with important implications for industry practitioners and future study.