Browsing by Author "Duarte, Paulo"
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- An exploratory study of how the story behind a pre-loved luxury item creates valuePublication . Sandes, Fábio Shimabukuro; Silva, Susana Costa; Duarte, Paulo
- Are perceived benefits of heated tobacco products consumption aiding smoking cessation?Publication . Martinho, Mafalda; Silva, Susana C.; Duarte, Paulo; Ferreira, Marisa R.Background: The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes. Focus of the Article: This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change. Research questions: The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking. Methods: This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs. Results: The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking. Research limitations: Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs. Practical implications: Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs. Importance to the Social Marketing Field: Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.
- Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trustPublication . Silva, Susana Costa e; Duarte, Paulo; Machado, Joana César; Martins, CarlaThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
- Cause-related marketing: do managers understand and use this tool?Publication . Miranda, Mafalda M.; Silva, Susana Costa e; Duarte, Paulo; Glaser-Segura, DanielDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.
- A company-basedvView on sustainable packaging orientationPublication . Duarte, Paulo; Ribeiro, Maria Inês; Silva, Susana C.; Pinhal, Rúben; Estima, AnaThis study aims to understand how companies address and integrate sustainability challenges in packaging design, as well as the motivations and processes that influence managers’ decisions when adopting sustainable practices. Semi-structured interviews were conducted with managers from five major Portuguese companies to gather qualitative data on the motivations and processes related to sustainable packaging strategies and actions. The list of questions was developed based on the literature review, from which the dimensions to be analyzed were identified. The results indicate that several factors influence companies’ decisions regarding sustainability in packaging. Despite some factors being beyond the control of companies, the interviews reveal that companies possess the necessary knowledge and are committed to adopting more sustainable packaging.
- Consumer vulnerability and well-being across contexts: Implications for international businessesPublication . Duarte, Paulo; Linardi, Marcelo Augusto; Domingues, Helena Sá; Silva, Susana C.This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by comparing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyzed through structural equations modelling using the PLS-Path. The results revealed an inverse relationship between CV and well-being, which worsened with the emergence of the pandemic. Refund Policies, Product Promotions and Purchase Ability are the dimensions of CV identified as the most affected by the COVID-19 outbreak. Furthermore, fear proved to mediate the effect of vulnerability on well-being partially. The findings allow us to conclude that the most disrupted CV dimensions during COVID-19 are Refund Policy (RP), Purchase Ability (PA), and Product Promotion (PP). Studies comparing consumer vulnerability in international contexts are scarce. By finding the most critical dimensions of CV during a pandemic crisis, this study provides novel insights for companies and public institutions when planning responses and strategies to future disruptive occurrences. The conclusions represent an original contribution by analysing and comparing consumers' vulnerability in an everyday consumption situation and an extreme situation deployed by the COVID-19 pandemic. Valuable insights for governments and policymakers are provided. Firms working in international markets can use the insights to adapt their business strategy as effects on well-being vary across cultures.
- Cultural contrasts in vegan food choice: a multi-methods comparative analysis of consumption values in Portugal and IndiaPublication . Duarte, Paulo; Meneses, Raquel; Silva, Susana C.; Tharakan, Riya RoyThis study examines the impact of consumption values on vegan food purchase intentions through a cross-cultural comparison between India and Portugal, two culturally distinct countries with divergent food traditions and value systems. Using the Theory of Consumption Values (TCV) as the framework, we analyze how functional, emotional, social, epistemic, conditional, and ecological values impact vegan purchasing decisions. We utilize both Partial Least Squares Multigroup Analysis (PLS-MGA) and Necessary Condition Analysis (NCA) on 394 responses collected via self-administered surveys. Results show significant differences across countries: Indian consumers are primarily influenced by functional price, conditional, and emotional values, while Portuguese consumers tend to rely more on epistemic and functional quality. Notably, ecological value appears as a key predictor in both contexts. NCA results indicate that several values—particularly ecological, conditional, and functional price—are necessary (but not sufficient) for vegan food purchase intention. These findings challenge the TCV’s assumption of additive and interchangeable value contributions, highlighting the importance of necessity-based reasoning in consumption choices. This study contributes theoretically by expanding TCV with ecological value and methodologically by incorporating NCA. Practically, it provides actionable insights for marketers seeking to promote vegan consumption in culturally diverse markets.
- Does digital marketing really boost city tourism? Evidences from Porto’s experiencePublication . Castro, Sandra Raquel; Silva, Susana Costa e; Duarte, PauloPurpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted.
- Enhancing consumer purchase intentions for sustainable packaging products: an in-depth analysis of key determinants and strategic insightsPublication . Duarte, Paulo; Silva, Susana C.; Roza, Afonso S.; Dias, Joana CarmoEnvironmental concerns drive corporate and consumer focus on sustainable packaging. Research explores key factors influencing consumer intent, emphasizing the importance of strategic integration for enhanced purchase intentions and environmental goals. A comprehensive literature review identifies factors such as perceived value, willingness to pay, environmental concern, and attitude toward sustainable packaging. Empirical validation using survey data demonstrates the statistical significance of these factors on consumer purchase intentions, with the willingness to pay to emerge as the most influential determinant. Stakeholders are urged to incorporate these findings into strategies for sustainable packaging, fostering positive environmental impact, and informing academic and managerial discussions.
- Environmental concerns – uniting generations for a global cause in turbulent timesPublication . Silva, Susana Costa e; Duarte, Paulo; Martins, Carla; Collaço, PauloA radical set of social and structural shifts in the last years has transformed the world, bringing a confusing order that few have been able to predict. Common sense information and myths about Millennials’ generation define them as being very homogeneous and different from other generations, which would be already a complex dimension to analyze. However, the complexity increases according to some studies that suggest that other generations have a flawed perception of Millennials. Based on this, the purpose of this chapter is to assess the self-image Millennials regarding consumption behavior and compare it with how they are perceived by other generations, namely, Boomers and Generation Xers. Identifying and understanding the differences could assist in improving the ability to market to them. To conduct this study, a survey was developed to collect data from each group of interest located in the same institutional setting to avoid institutional distance. The constructs included were Technology Savviness, Social Responsibility, Environmental Concern, Status Consumption, and Brand Loyalty. The final sample consisted of 342 participants where 182 were Millennials (53.8%) and the remaining 160 were either Baby Boomers or Generation Xers (42.8%). The current results support the idea of differences between self and other perception, although not in every dimension. The results show that Millennials and older generations have different perceptions regarding Millennial technology savviness, social responsibility, status consumption, and brand loyalty. Environmental concern was the only dimension where the self-opinion of Millennials did not differ from the other generations. Current findings are pertinent because differences in Millennial’s behaviors are important for companies addressing international markets. These results challenge research conducted in other cultural landscapes and call for the need to validate the typical pattern, which lays over the idea that there are significant differences among Millennials’ self-perception and perception of others about them. Because this information provides useful knowledge for brands to become more effective, it is crucial for managers of companies conducting business in a global context to be acquainted with it. This will promote the possibilities to create and maintain close relationships with the Millennials, taking into account the institutional setting in which they grew up. Finally, this study emphasizes the importance of environmental concerns in the current world, which may have the power to unite different generations for a single global cause, thus sorting out some of the confusion.