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Abstract(s)
This dissertation aims to explore the profile of the green consumer in Portugal, the factors
that influence their purchase, the main obstacles companies and consumers face when
purchasing and the concerns both parties have towards the theme in analysis.
The focus is to understand the profile of the green consumer in Portugal, their behaviour,
the level of concern towards the environment, if the ecologically conscious consumer
behaviour in Portugal diverges regarding demographic variables (gender, age, education,
occupation and income level). To understand this relationship, topics such as green
consumerism, the aspects influencing consumer buying behaviour and green marketing
strategies were analysed. Additionally, the main obstacles consumers face, their attitude
towards the subject and other concepts such as greenwashing were also analysed.
Findings reveal that nowadays there is a positive change in the perceptions that consumers
have about sustainable products regarding trust, quality and performance. It also proved
that there is a positive impact regarding the perceived trust towards the product and the
influence it has on willingness to pay and purchase intention of sustainable products.
Moreover, in the presence of eco-labels, consumers’ willingness to pay for green products
is not higher than without its presence, although they have a significant direct impact on
consumers’ willingness to pay. Additionally, products that last longer and possibilities
money saving have a direct impact on green purchase intention.
Description
Keywords
Green marketing Environmentally friendly products Consumer buying behaviour Ecology Conscious consumers