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Publication
Intenção de Compra Pró-Ambiental de Cosméticos
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| 4.04 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos, tem existido uma maior preocupação ambiental e consequentemente
os indivíduos e as empresas sentiram que deviam alterar e adotar alguns comportamentos, para
preservar o bem-estar do planeta, tanto como preservar os recursos naturais, diminuir o
consumo de plástico e de produtos tóxicos, reutilizar, reciclar, controlar o consumo de água e
energia, entre outros comportamentos.
Atualmente os consumidores estão cada vez mais exigentes e por isso as empresas
sentem-se obrigadas a alterar os seus produtos e possuírem uma produção mais consciente,
contudo muitas vezes essas mesmas empresas praticam greenwashing, levando os consumidores
ao engano e a sentirem-se atraiçoados, fazendo com que estes abandonem as práticas
sustentáveis.
Esta análise tem como foco o estudo da intenção de compra de produtos cosméticos
sustentáveis e por isso foi essencial avaliar variáveis que possam influenciar esta intenção próambiental
de cosméticos, como, Preocupação Ambiental, Comportamento Ambientalmente
Responsável, Preocupação com a saúde, Preço, Qualidade e Influência Social. Deste modo, a
questão principal a responder é: “Quais são os fatores que influenciam a Intenção de Compra
de Cosméticos Sustentáveis?”
Assim sendo, recorreu-se a uma pesquisa quantitativa e a uma abordagem dedutiva,
descritiva e explicativa, para investigar o tema central e após esta investigação, efetuou-se um
modelo conceptual com as respetivas hipóteses, com o propósito de responder à questão
principal. Em seguida, realizou-se um questionário online, para a recolha de dados e obteve-se
235 respostas válidas. Por fim, utilizou-se a ferramenta estatística IBM SPSS, para testar a
viabilidade do modelo elaborado.
In the last years, there has been a greater environmental concern and, consequently, individuals and companies have felt that they should change and adopt some behaviors, to preserve the well-being of the planet, as well as to preserve natural resources, reduce the consumption of plastic and toxic products, reuse, recycle, control water and energy consumption, among other behaviors. Currently consumers are increasingly demanding and therefore companies feel obliged to change their products and have a more conscious production, however often these same companies practice greenwashing, leading consumers to deception and to feel betrayed, causing them to abandon sustainable practices. This analysis focuses on the study of the intention to purchase sustainable cosmetic products and therefore it was essential to evaluate variables that may influence this proenvironmental intention of cosmetics, such as Environmental Concern, Environmentally Responsible Behavior, Concern with health, Price, Quality and Social Influence. Thus, the main question to be answered is: “What are the factors that influence the Purchasing Intention of Sustainable Cosmetics” Therefore, a quantitative research and a deductive, descriptive and explanatory approach were used to investigate the general theme and after this investigation, a conceptual model was made with the respective hypotheses, to try to answer the main question. Then, an online questionnaire was carried out for data collection and 235 valid responses were obtained. Finally, the IBM SPSS statistical tool was used to test the viability of the elaborated model.
In the last years, there has been a greater environmental concern and, consequently, individuals and companies have felt that they should change and adopt some behaviors, to preserve the well-being of the planet, as well as to preserve natural resources, reduce the consumption of plastic and toxic products, reuse, recycle, control water and energy consumption, among other behaviors. Currently consumers are increasingly demanding and therefore companies feel obliged to change their products and have a more conscious production, however often these same companies practice greenwashing, leading consumers to deception and to feel betrayed, causing them to abandon sustainable practices. This analysis focuses on the study of the intention to purchase sustainable cosmetic products and therefore it was essential to evaluate variables that may influence this proenvironmental intention of cosmetics, such as Environmental Concern, Environmentally Responsible Behavior, Concern with health, Price, Quality and Social Influence. Thus, the main question to be answered is: “What are the factors that influence the Purchasing Intention of Sustainable Cosmetics” Therefore, a quantitative research and a deductive, descriptive and explanatory approach were used to investigate the general theme and after this investigation, a conceptual model was made with the respective hypotheses, to try to answer the main question. Then, an online questionnaire was carried out for data collection and 235 valid responses were obtained. Finally, the IBM SPSS statistical tool was used to test the viability of the elaborated model.
Description
Keywords
Cosméticos Intenção de Compra Sustentabilidade Consumidor Ambiente