Browsing by Author "Guerra, Rita Marçal Antunes Mafra"
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- The impact of sustainable packaging in the purchase intent of consumersPublication . Guerra, Rita Marçal Antunes Mafra; Romeiro, Paulo Alexandre Mendes RamosNowadays the Sustainable Packaging theme is very trendy. The impact of the pollution, global warming and other circumstances led people to get more concerned about their habits and their effect on the planet. Regulations have increased and companies need to stay tuned and meet consumers’ expectations and wants. The aim of this dissertation is to understand the impact of the Packaging Stimulus (Sustainable vs Normal packaging) on the Purchase Intent of the consumers. The conceptual model includes two mediators – Perceived Value and WTP - that may affect the dependent variable. In depth interviews and an online survey were run, which allowed collecting both qualitative and quantitative data. 182 valid responses were gathered in the online survey. The results showed that the Packaging Stimulus does not have a direct significant impact on the Purchase Intent of consumers. The same happened that the overall model, with two mediators. However, if the model would be using only one mediator - WTP – there is a significant impact on the dependent variable. Moreover, Sustainable Packaging was defined as a package that can be reused and recycled. These conclusions have managerial impact, as the Sustainable Packaging theme is very relevant nowadays, and companies could use this information to make strategic decisions, such as whether to offer the consumer the option to buy a Sustainable option.