Browsing by Author "Catulo, Raquel Russo Duarte"
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- Consumers eco-friendliness with brands on InstagramPublication . Catulo, Raquel Russo Duarte; Simão, Cláudia Patrícia CandeiasEnvironmental problems have always been constant, but for the past decade, Social Media made individuals more aware and concerned, highlighting the increasingly the need for action. Therefore, consumer awareness on this, influences consumer choices when it comes to considering a brand or even for buying its products. Meeting these needs have turned into a big challenge for brands, since they have to be up-to-date to consumers’ expectations, values and motivations. However, consumers are as diversified as the possible values and motivations, and brands need to adapt. One form of doing this is to position the brand on the eco-friendly market. By offering eco-friendlier choices and the willingness to try to reduce the environmental impact, brands are communicating their products and their ecological concerns and actions to a broader audience, hoping to increase the brand value and equity. In this dissertation, by analyzing consumers’ engagement with eco-friendly brands after a natural catastrophe, I intend to understand the role of environmental awareness on consumer engagement with brands that positioning themselves as totally or partially eco-friendly. The key findings show that awareness has an influence over time on consumers’ engagement: After a catastrophe takes place, people engage more with brands partially eco-friendly than with totally eco-friendly. I discuss these data highlighting the benefits of communicating on Social Media after a natural catastrophe, particularly for brands that are trying to enter the eco-friendly market.