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Advisor(s)
Abstract(s)
Esta dissertação pretende constituir uma importante adição na constante investigação sobre Greenwashing e contribuir com mais uma semente de conhecimento na área do Marketing, sobretudo do Marketing Verde. O estudo visa, portanto, entender, por um lado, o impacto de estratégias de Greenwashing no comportamento do consumidor, nomeadamente na sua decisão de compra e, por outro lado, pretende perceber quais os fatores que influenciam o impacto do Greenwashing na decisão de compra. Falar-se-á especificamente da perceção de Greenwashing por parte do consumidor e da sua lealdade a determinada marca (Brand Love) como norteadores desta relação. Para chegar a resultados que agregassem valor a esta investigação, realizou-se um questionário constituído por 58 perguntas em conjuntos que pretendiam aferir a relação dos respondentes com cada uma das variáveis envolvidas – Greenwashing, Perceção de Greenwashing, Brand Love/Lealdade à Marca, Falta de Informação e Decisão de Compra. Os resultados obtidos confirmam uma influência positiva do Greenwashing na decisão de compra e, adicionalmente, apontam para que não exista mediação estatisticamente significativa das variáveis Perceção de Greenwashing e Brand Love/Lealdade à Marca nesta relação entre Greenwashing e decisão de compra. A variável Falta de Informação não foi considerada, em consequência de um teste de confiabilidade Alfa de Cronbach que indicou níveis que não permitiam a inclusão da variável no modelo.
This dissertation intends to constitute an important addition to the constant research on Greenwashing and to contribute with knowledge in Marketing, especially Green Marketing. Therefore, the study aims to understand, on the one hand, the impact of greenwashing strategies on consumer behaviour, namely on their purchase decision. On the other hand, it aims to understand which factors influence the impact of greenwashing on the purchase decision. It will be discussed, specifically, the consumers' perception of greenwashing and their loyalty to a particular brand (brand love) as drivers of this relationship. In order to obtain results that would add value to this research, a questionnaire consisting of 58 questions was carried out in sets that aimed to understand the relationship of respondents with each of the variables involved - Greenwashing, Perception of Greenwashing, Brand Love/Brand Loyalty, Lack of Information and Purchase Decision. The results obtained confirm a positive influence of Greenwashing on purchase decision and, additionally, point to the fact that there is no statistically significant mediation of the variables Perception of Greenwashing and Brand Love/Brand Loyalty in this relationship between Greenwashing and purchase decision. The variable Lack of Information was not considered, as a result of a Cronbach's Alpha reliability test indicated levels that did not allow the inclusion of the variable in the model.
This dissertation intends to constitute an important addition to the constant research on Greenwashing and to contribute with knowledge in Marketing, especially Green Marketing. Therefore, the study aims to understand, on the one hand, the impact of greenwashing strategies on consumer behaviour, namely on their purchase decision. On the other hand, it aims to understand which factors influence the impact of greenwashing on the purchase decision. It will be discussed, specifically, the consumers' perception of greenwashing and their loyalty to a particular brand (brand love) as drivers of this relationship. In order to obtain results that would add value to this research, a questionnaire consisting of 58 questions was carried out in sets that aimed to understand the relationship of respondents with each of the variables involved - Greenwashing, Perception of Greenwashing, Brand Love/Brand Loyalty, Lack of Information and Purchase Decision. The results obtained confirm a positive influence of Greenwashing on purchase decision and, additionally, point to the fact that there is no statistically significant mediation of the variables Perception of Greenwashing and Brand Love/Brand Loyalty in this relationship between Greenwashing and purchase decision. The variable Lack of Information was not considered, as a result of a Cronbach's Alpha reliability test indicated levels that did not allow the inclusion of the variable in the model.
Description
Keywords
Greenwashing Decisão de Compra Marketing Verde Perceção de Greenwashing Brand Love/Lealdade à Marca Falta de Informação