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Publication
Cruelty free - A relação entre o conceito, as marcas e os consumidores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.21 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente trabalho tem como objetivo descrever, analisar e interpretar a
relação das marcas e dos consumidores com o conceito Cruelty Free. Deste
modo, foi feita uma leitura e análise do atual estado da arte e a realização
de dois Focus Group. O estudo conclui que, devido à pressão dos
consumidores e para se inserirem no mercado, as marcas fazem uma
comunicação cinzenta das suas práticas; a comunicação das marcas neste
tópico deve procurar enaltecer ambos os benefícios racionais como
emocionais do produto, não excluindo nenhum destes; apesar de ser ainda
um tópico controverso, a responsabilidade de se informar relativamente ao
tópico deve ser partilhada entre os consumidores e as marcas, uma vez que
as marcas devem fazer comunicações claras e que os consumidores devem
procurar marcas que correspondam com os seus valores; os consumidores
estão cada vez mais conscientes e preocupados com o impacto das suas
escolhas no mundo, optando, por exemplo, pela compra de produtos Cruelty
Free; o preço apesar de fator determinante na decisão de compra, já não é
um fator impeditivo à mesma, uma vez que existem várias opções acessíveis
para a compra de produtos Cruelty Free.
The present work aims to describe, analyze and interpret the relationship between brands and consumers with the Cruelty Free concept. In this way, a reading and analysis of the current state of the art was made and two Focus Groups were carried out. The study concludes that, due to pressure from consumers and to enter the market, brands make misleading communication of their practices; brand communication on this topic should seek to enhance both the rational and emotional benefits of the product, not excluding any of these; although it is still a controversial topic, the responsibility for getting information about the topic should be shared between consumers and brands, as brands must make clear communications and consumers must look for brands that correspond to their values; consumers are increasingly aware and concerned about the impact of their choices on the world, opting, for example, to purchase Cruelty Free products; the price, despite being a determining factor in the purchase decision, is no longer an impediment to it, since there are several affordable options for purchasing Cruelty Free products.
The present work aims to describe, analyze and interpret the relationship between brands and consumers with the Cruelty Free concept. In this way, a reading and analysis of the current state of the art was made and two Focus Groups were carried out. The study concludes that, due to pressure from consumers and to enter the market, brands make misleading communication of their practices; brand communication on this topic should seek to enhance both the rational and emotional benefits of the product, not excluding any of these; although it is still a controversial topic, the responsibility for getting information about the topic should be shared between consumers and brands, as brands must make clear communications and consumers must look for brands that correspond to their values; consumers are increasingly aware and concerned about the impact of their choices on the world, opting, for example, to purchase Cruelty Free products; the price, despite being a determining factor in the purchase decision, is no longer an impediment to it, since there are several affordable options for purchasing Cruelty Free products.
Description
Keywords
Cruelty free Marcas Comunicação publicitária Publicidade emocional Consumidores