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Impacto da comunicação Cruelty-free na indústria cosmética
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Abstract(s)
Nos tempos de hoje, os consumidores têm-se tornado mais sensíveis às questões ambientais, bem como às origens dos seus produtos e à preservação da natureza. Desse modo, começaram a surgir mudanças substanciais no comportamento dos mesmos e nos seus hábitos. Como tal, essa nova consciencialização por parte do consumidor, tornar-se-á vantajosa para as marcas e empresas que se posicionem como amigas e protetoras do ambiente e cuja estratégia tenha por base a responsabilidade social e ambiental (Squadra 2017). Surge assim o conceito de Green Marketing.
O presente estudo surge no âmbito da necessidade que os consumidores têm demonstrado de se preocupar com o meio ambiente, uma vez que frequentemente se ouve falar da forma como os recursos do planeta em que vivemos andam a ser geridos de forma irresponsável. Essa preocupação ambiental traduz-se, muitas das vezes, numa mudança no comportamento de compra e da escolha dos produtos.
Será realizado um estudo de design experimental sob a forma de um inquérito de perguntas fechadas a um grupo diversificado e heterogéneo de pessoas, de modo a analisar as variáveis influenciadoras nesse processo de escolha e decisão. Essas variáveis são a perceção de qualidade, intenção de compra e disponibilidade de pagamento e serão analisadas de acordo com a relação com o nível de perceção de cruelty-free, tendo como moderadora a comunicação da marca.
Esta tese está organizada da seguinte forma: revisão da literatura, hipóteses e modelo conceptual, metodologia, análise dos resultados e discussão.
Nowadays, consumers have become more sensitive to environmental issues, as well as the origins of their products and the preservation of nature. In this way substantial changes in their behavior and habits began to emerge. As such, this new awareness on the part of the consumer, will become advantageous for the brands and companies that position themselves as friends and protectors of the environment and whose strategy is based on social and environmental responsibility (Squadra 2017). This brings up the concept of Green Marketing. The present study arises from the need for consumers to be concerned about the environment, as we often hear about how the resources on the planet we live in are being managed irresponsibly. This environmental concern often translates into a change in purchasing behavior and choice of products. A quantitative methodological study will be conducted in the form of a survey of closed questions to a diverse and heterogeneous group of people, in order to analyze the variables influencing this process of choice and decision. These variables are quality perception, likelihood of choice and willingness to pay and will be analyzed according to the relationship with the level of cruelty-free perception, having as moderator the communication of the brand. This thesis is organized as follows: literature review, hypotheses and conceptual model, methodology, analysis of results and discussion.
Nowadays, consumers have become more sensitive to environmental issues, as well as the origins of their products and the preservation of nature. In this way substantial changes in their behavior and habits began to emerge. As such, this new awareness on the part of the consumer, will become advantageous for the brands and companies that position themselves as friends and protectors of the environment and whose strategy is based on social and environmental responsibility (Squadra 2017). This brings up the concept of Green Marketing. The present study arises from the need for consumers to be concerned about the environment, as we often hear about how the resources on the planet we live in are being managed irresponsibly. This environmental concern often translates into a change in purchasing behavior and choice of products. A quantitative methodological study will be conducted in the form of a survey of closed questions to a diverse and heterogeneous group of people, in order to analyze the variables influencing this process of choice and decision. These variables are quality perception, likelihood of choice and willingness to pay and will be analyzed according to the relationship with the level of cruelty-free perception, having as moderator the communication of the brand. This thesis is organized as follows: literature review, hypotheses and conceptual model, methodology, analysis of results and discussion.
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Keywords
Cruelty-free Comportamento do Consumidor Comunicação Cosmética