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Abstract(s)
O meio ambiente tem vindo a sofrer alterações flagrantes que demonstram os impactos
negativos que o consumo do ser humano provoca no planeta. Com as consequências visíveis aos
olhos dos consumidores, estes estão cada vez mais conscientes e preocupados com o seu papel no
movimento ecológico. Mas este papel, que se deveria traduzir em escolhas de consumo mais
sustentáveis, talvez não seja tão fácil de assumir.
Apesar de as preocupações dos consumidores com o meio ambiente aumentarem, as
decisões por marcas ecológicas não têm o ritmo de concretização esperado. Existe uma dissonância
entre valores e decisões de compra, que tem vindo a ganhar relevo na literatura - o green gap.
Perceber a configuração deste fenómeno com aplicação ao consumo de cosmética de tratamento
de rosto em Portugal, um mercado com grande crescimento e impacto ambiental, é essencial, não
só ao nível académico como ao nível prático, para que as marcas possam ser instruídas sobre a
melhor forma de praticar green marketing.
Com a pergunta de partida “para o consumidor português de cosmética, quais são as
barreiras à concretização da sua intenção de compra de produtos ecológicos?” como base, este
trabalho tem como objetivos identificar que fatores justificam o green gap neste setor em Portugal,
perceber se existe aplicabilidade da Teoria da Dissonância Cognitiva a este fenómeno e auxiliar as
marcas de cosmética ecológica, percebendo em que aspetos estas devem estar focadas para
potenciar a concretização da compra junto dos consumidores.
Através de um questionário realizado a uma amostra de conveniência de 161 consumidores
portugueses, valida-se a existência do fenómeno do green gap nos consumidores portugueses de
cosmética, sendo que a principal barreira ao consumo de cosmética ecológica identificada pelos
consumidores é a performance do produto.
The environment has been suffering with flagrant changes that show the negative impacts that human comsuption causes on the planet. With visible consequences, the consumers are now increasingly aware and concerned about their role in the ecological movement. But this role, which should translate into more sustainable consumption choices, is perhaps not so easy to assume. Despite the increasing consumer concerns about the environment, their decisions for ecobrands don’t match it with the same pace. There is a dissonance between values and purchase decisions called green gap. Understanding this phenomenon in application to the comsumption of beauty face products, as a market of big growth and environmental impact, is essencial, not only for academic reasons but also for practical applications to the companies. Following the question “what are the barriers for the Portuguese beauty consumers in achieving their intention to purchase ecological products?”, this work aims to identify which factors justify the green gap in this sector in Portugal. Also, to understand if there is some sort of applicability of the Cognitive Dissonance Theory to this phenomenon and to help ecological beauty brands to realize in which aspect they should be focused on to enhance purchase. Through a questionnaire carried out with a convenience sample of 161 Portuguese consumers, is posible to validate the existence of a green gap in Portuguese consumers of beauty products, and also to identify the performance of the product as the main barrier to the consumption of ecological beauty products by the consumers.
The environment has been suffering with flagrant changes that show the negative impacts that human comsuption causes on the planet. With visible consequences, the consumers are now increasingly aware and concerned about their role in the ecological movement. But this role, which should translate into more sustainable consumption choices, is perhaps not so easy to assume. Despite the increasing consumer concerns about the environment, their decisions for ecobrands don’t match it with the same pace. There is a dissonance between values and purchase decisions called green gap. Understanding this phenomenon in application to the comsumption of beauty face products, as a market of big growth and environmental impact, is essencial, not only for academic reasons but also for practical applications to the companies. Following the question “what are the barriers for the Portuguese beauty consumers in achieving their intention to purchase ecological products?”, this work aims to identify which factors justify the green gap in this sector in Portugal. Also, to understand if there is some sort of applicability of the Cognitive Dissonance Theory to this phenomenon and to help ecological beauty brands to realize in which aspect they should be focused on to enhance purchase. Through a questionnaire carried out with a convenience sample of 161 Portuguese consumers, is posible to validate the existence of a green gap in Portuguese consumers of beauty products, and also to identify the performance of the product as the main barrier to the consumption of ecological beauty products by the consumers.
Description
Keywords
Sustentabilidade Ecologia Cosmética Green gap Consumidor Comportamento do consumidor Dissonância cognitiva Green marketing Sustainability Ecology Cosmetics Consumer Consumer behavior Cognitive dissonance