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Abstract(s)
A acompanhar a tendência de um consumidor cada vez mais interessado nas questões ambientais e da saúde, a indústria cosmética tem vindo a apostar no desenvolvimento de produtos verdes. O objetivo geral desta dissertação é determinar fatores que influenciam a intenção de compra de cosméticos de cor (maquilhagem) e styling (ex: gel, espuma e laca para o cabelo) verdes, no contexto português. Com base na revisão de literatura realizada, recorreu-se à Teoria do Comportamento Planeado e à inclusão de outros fatores determinantes, relativos à marca e à qualidade. Para o efeito, foi adotada uma metodologia quantitativa, sendo os dados recolhidos através de um questionário colocado online. A amostra, não aleatória por conveniência, ficou constituída por 108 consumidores e a partir dos dados recolhidos foram realizadas análises descritivas e de regressão linear múltipla com o software SPSS (Statistical Package for Social Sciences). Os resultados indicam que a intenção de compra de cosméticos de cor e styling verdes é influenciada positivamente pela atitude face à compra, pelas normas subjetivas e pela qualidade percebida. Por outro lado, os resultados obtidos não mostram uma influência significativa da consciência de marca nesta intenção comportamental. Além disso, conclui-se que a atitude é o seu maior preditor, seguida pela qualidade percebida e, por último as normas subjetivas. Esta investigação contribui para o conhecimento do comportamento de consumo de cosméticos de cor e styling verdes, em Portugal, assim como para o desenvolvimento de estratégias de marketing adequadas a esta categoria específica de produtos verdes.
Following the trend of a consumer who is increasingly interested in environmental and health issues, the cosmetics industry has been investing in the development of green products. The general aim of this dissertation is to determine factors that influence the purchase intention of green color (make-up) and styling (e.g. gel, foam and hairspray) cosmetics in the Portuguese context. Based on the literature review, we used the Theory of Planned Behavior and included other determining factors relating to brand and quality. For this purpose, a quantitative methodology was adopted, with data collected through a questionnaire posted online. The sample, non-random by convenience, consisted of 108 consumers and the data collected was used for descriptive analysis and multiple linear regression using the software SPSS (Statistical Package for Social Sciences). The results indicate that green color and styling cosmetics purchase intention is positively influenced by attitude towards buying, subjective norms and perceived quality. On the other hand, the results show no significant influence of brand consciousness on this behavioral intention. Furthermore, it is concluded that attitude is its greatest predictor, followed by perceived quality and, lastly, subjective norms. This research contributes to the knowledge of the consumption behavior of green color and styling cosmetics in Portugal, as well as to the development of appropriate marketing strategies for this specific category of green products.
Following the trend of a consumer who is increasingly interested in environmental and health issues, the cosmetics industry has been investing in the development of green products. The general aim of this dissertation is to determine factors that influence the purchase intention of green color (make-up) and styling (e.g. gel, foam and hairspray) cosmetics in the Portuguese context. Based on the literature review, we used the Theory of Planned Behavior and included other determining factors relating to brand and quality. For this purpose, a quantitative methodology was adopted, with data collected through a questionnaire posted online. The sample, non-random by convenience, consisted of 108 consumers and the data collected was used for descriptive analysis and multiple linear regression using the software SPSS (Statistical Package for Social Sciences). The results indicate that green color and styling cosmetics purchase intention is positively influenced by attitude towards buying, subjective norms and perceived quality. On the other hand, the results show no significant influence of brand consciousness on this behavioral intention. Furthermore, it is concluded that attitude is its greatest predictor, followed by perceived quality and, lastly, subjective norms. This research contributes to the knowledge of the consumption behavior of green color and styling cosmetics in Portugal, as well as to the development of appropriate marketing strategies for this specific category of green products.
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Keywords
Cosméticos verdes Teoria do Comportamento Planeado Qualidade percebida Consciência de marca