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Abstract(s)
Devido ao seu domínio e influência nas cadeias de abastecimento no que diz respeito a: design de produto, produção, logística e outras operações; o setor do retalho está estrategicamente bem posicionado para controlar e reduzir os seus impactos negativos no ambiente (Shewmake et al., 2020). No entanto, a dificuldade em perceber que operações e estratégias impactam, de facto, o consumidor motiva a realização deste estudo. Neste contexto, o presente trabalho pretende verificar como é que a gestão de operações pode promover uma consciência sustentável que leva os consumidores a adotar comportamentos mais responsáveis, enquanto amplia a visibilidade dos produtos sustentáveis. Paralelamente, visa-se compreender quais as motivações e barreiras à compra dos mesmos. Deste modo, após o enquadramento literário adequado, que fornece insights essenciais para o desenvolvimento desta pesquisa, inicia-se o estudo referido que segue uma metodologia qualitativa suportada por entrevistas com base nas opiniões e experiências dos consumidores. Com efeito, verifica-se um alinhamento das opiniões dos consumidores sobre as operações e estratégias com mais impacto com as suas motivações e barreiras à sustentabilidade. O preço é um fator bastante decisivo e determinante no comportamento de compra do consumidor e as estratégias que visam a sua redução têm sucesso nos dois tipos de consumidores segmentados da seguinte forma: “compra produtos sustentáveis” e “não compra produtos sustentáveis”. Simultaneamente, os consumidores realçam a importância e o impacto da comunicação na promoção de uma consciência sustentável.
Due to its dominance and influence in supply chains regarding product design, production, logistics and other operations; the food retail sector is strategically well-placed to control and reduce its negative impacts on the environment (Shewmake et al., 2020). However, the difficulty in understanding which operations and strategies impact the consumer motivates this study. In this context, this study aims to see how operations management can promote sustainable awareness that leads consumers to adopt more responsible behaviors while increasing the visibility of sustainable products. At the same time, it aims to understand the motivations and barriers to buying them. Thus, after the appropriate literary framework, which provides essential insights for the development of this research, the aforementioned study begins, which follows a qualitative methodology supported by interviews based on the consumer's opinions and experiences. In fact, consumers' opinions on the operations and strategies with the most impact are aligned with their motivations and barriers to sustainability. Price is a very decisive factor in consumer purchasing behavior and strategies aimed at reducing it are successful for the two types of consumers segmented as follows: "buys sustainable products" and "does not buy sustainable products". At the same time, consumers highlight the importance and impact of communication in promoting sustainable awareness.
Due to its dominance and influence in supply chains regarding product design, production, logistics and other operations; the food retail sector is strategically well-placed to control and reduce its negative impacts on the environment (Shewmake et al., 2020). However, the difficulty in understanding which operations and strategies impact the consumer motivates this study. In this context, this study aims to see how operations management can promote sustainable awareness that leads consumers to adopt more responsible behaviors while increasing the visibility of sustainable products. At the same time, it aims to understand the motivations and barriers to buying them. Thus, after the appropriate literary framework, which provides essential insights for the development of this research, the aforementioned study begins, which follows a qualitative methodology supported by interviews based on the consumer's opinions and experiences. In fact, consumers' opinions on the operations and strategies with the most impact are aligned with their motivations and barriers to sustainability. Price is a very decisive factor in consumer purchasing behavior and strategies aimed at reducing it are successful for the two types of consumers segmented as follows: "buys sustainable products" and "does not buy sustainable products". At the same time, consumers highlight the importance and impact of communication in promoting sustainable awareness.
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Keywords
Gestão de operações Sustentabilidade Retalho alimentar Lojas de retalho Estratégias sustentáveis Consciência sustentável Comportamento de compra Operations management Sustainability Food retail Retail stores Sustainable strategies Sustainable awareness Purchasing behavior