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Abstract(s)
Esta investigação surge no âmbito de um estágio curricular do Mestrado em Marketing e teve como principal objetivo perceber a atitude e as principais associações do segmento Millennial face às marcas sustentáveis. Apostámos em fazer uma investigação que permita à empresa acolhedora ter mais conteúdos para elaborar propostas e transmitir conhecimentos sobre a temática da sustentabilidade às marcas com quem trabalha atualmente. Numa primeira fase procedemos com uma revisão da literatura e uma caracterização e análise da empresa acolhedora. Posteriormente, conduzimos um estudo de carácter exploratório, através de uma metodologia mista. No âmbito do estudo qualitativo realizámos cinco entrevistas semi-estruturadas a gestores de marcas, para aprofundarmos as bases teóricas sobre a sustentabilidade nas marcas. No âmbito do estudo quantitativo fizemos um questionário junto de 150 Millennials, para compreendermos a sua atitude face às marcas sustentáveis. De referir que através do conteúdo obtido nas entrevistas semi-estruturadas construímos uma escala, posteriormente implementada no questionário, para averiguarmos quais os comportamentos que uma marca sustentável deve apresentar. Podemos retirar duas grandes conclusões desta investigação. A primeira centra-se nesta geração acreditar que uma marca sustentável é uma marca que apresenta maioritariamente iniciativas ambientais, ou seja, “verde”. A segunda conclusão prende-se com as mulheres demonstrarem uma tendência mais favorável do que os homens relativamente às marcas sustentáveis.
This research arises as part of a curricular internship in the Master in Marketing, and its main purpose is to understand the attitude and main associations of the Millennial segment towards sustainable brands. We conducted an investigation that allows the company to have more content to elaborate business proposals and transmit knowledge, on the subject of sustainability, to the brands it currently works with. In the first phase, we proceeded with a literature review and a characterization and analysis of the hosting company. Subsequently, we conducted an exploratory study, using a mixed methodology. Within the scope of the qualitative study five semi-structured interviews were conducted with brand managers, in order to deepen the theoretical bases on sustainability in brands. As part of the quantitative study we conducted a questionnaire with 150 Millennials to better understand their attitude towards sustainable brands. It should be noted that through the content obtained in the semi-structured interviews we built a scale, subsequently implemented in the questionnaire, to find out what behaviours a sustainable brand should present. We can draw two main conclusions from this investigation. The first focuses on this generation considering a sustainable brand as one that mostly presents environmental initiatives, also known as “green”. The second conclusion concerns women showing a more favourable predisposition than men regarding sustainable brands.
This research arises as part of a curricular internship in the Master in Marketing, and its main purpose is to understand the attitude and main associations of the Millennial segment towards sustainable brands. We conducted an investigation that allows the company to have more content to elaborate business proposals and transmit knowledge, on the subject of sustainability, to the brands it currently works with. In the first phase, we proceeded with a literature review and a characterization and analysis of the hosting company. Subsequently, we conducted an exploratory study, using a mixed methodology. Within the scope of the qualitative study five semi-structured interviews were conducted with brand managers, in order to deepen the theoretical bases on sustainability in brands. As part of the quantitative study we conducted a questionnaire with 150 Millennials to better understand their attitude towards sustainable brands. It should be noted that through the content obtained in the semi-structured interviews we built a scale, subsequently implemented in the questionnaire, to find out what behaviours a sustainable brand should present. We can draw two main conclusions from this investigation. The first focuses on this generation considering a sustainable brand as one that mostly presents environmental initiatives, also known as “green”. The second conclusion concerns women showing a more favourable predisposition than men regarding sustainable brands.
Description
Keywords
Sustentabilidade Marcas sustentáveis Imagem da marca Atitude Sustainability Millennials Sustainable brands Brand image Attitude