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Authors
Abstract(s)
A presente dissertação foca-se na relação entre uma variável independente, a
sustentabilidade, e uma variável dependente, a lealdade dos consumidores Millennial. A
união destas duas temáticas justifica-se pela importância de compreender de que forma a
geração Millennial é impactada pelo desempenho e pela inovação sustentável das marcas,
especificamente na oferta de produtos sustentáveis de insígnia no mercado do retalho em
grandes superfícies.
Ao longo das últimas décadas, tem-se vindo a verificar um crescente interesse pelo tema da
sustentabilidade, acompanhado por uma notória preocupação dos indivíduos no que diz
respeito ao impacto que o seu comportamento como consumidores tem para com o meio
ambiente. Esta investigação foi aplicada no setor de retalho, no qual se recorreu à marca
Pingo Doce Ecodesign como caso de estudo. A sustentabilidade tem sido um motor de
arranque para a inovação na marca Pingo Doce, não só para corresponder às necessidades
de um mercado moderno, como também para alcançar um determinado nicho de
consumidores.
A investigação deste fenómeno partiu de um estudo de caráter misto, apoiada na realização
de um inquérito por questionário e de entrevistas a nove consumidores assíduos da marca.
Ambos os métodos se dedicam, numa primeira fase, ao tema na sua generalidade e, numa
segunda fase, especificamente à marca Pingo Doce Ecodesign. Os resultados obtidos pela
investigação demonstram um impacto positivo desta estratégia do Pingo Doce na lealdade
dos consumidores na faixa etária estudada. A oferta de produtos sustentáveis de insígnia
permite a união de três fatores essenciais para o consumidor Millennial português,
nomeadamente o preço, a qualidade e a componente sustentável, algo que nem sempre está
presente ou até mesmo é possível nas marcas de fornecedores.
This dissertation focuses on the relationship between an independent variable, sustainability, and a dependent variable, Millennial consumer loyalty. The combination of these two variables is justified by the importance of understanding how the Millennial generation is impacted by the performance and sustainable innovation of brands, specifically in the offer of sustainable branded products in the retail market in large surfaces. Over the last few decades, there has been a growing interest in the subject of sustainability, followed by a clear concern of individuals regarding the impact that their behaviour as consumers has on the environment. This investigation was applied in the retail sector on the Pingo Doce Ecodesign brand case study. Sustainability has been a driving force behind innovation in Pingo Doce's own brand, not only to meet the needs of a modern market, but also to reach a specific consumers’ niche. The investigation of this phenomenon started from a mix character study, with a questionnaire survey and interviews with nine regular consumers of the brand. Both methods are dedicated, in a first phase, to the theme in general, and in a second phase, specifically to the Pingo Doce Ecodesign brand. The results obtained by the investigation demonstrate a positive impact of this Pingo Doce strategy on consumer loyalty in the age group studied. The offer of sustainable branded products makes the combination of price, quality, and sustainable component verified, three essential factors for the Portuguese Millennial consumer, which is something that is not always present or even possible in supplier brands.
This dissertation focuses on the relationship between an independent variable, sustainability, and a dependent variable, Millennial consumer loyalty. The combination of these two variables is justified by the importance of understanding how the Millennial generation is impacted by the performance and sustainable innovation of brands, specifically in the offer of sustainable branded products in the retail market in large surfaces. Over the last few decades, there has been a growing interest in the subject of sustainability, followed by a clear concern of individuals regarding the impact that their behaviour as consumers has on the environment. This investigation was applied in the retail sector on the Pingo Doce Ecodesign brand case study. Sustainability has been a driving force behind innovation in Pingo Doce's own brand, not only to meet the needs of a modern market, but also to reach a specific consumers’ niche. The investigation of this phenomenon started from a mix character study, with a questionnaire survey and interviews with nine regular consumers of the brand. Both methods are dedicated, in a first phase, to the theme in general, and in a second phase, specifically to the Pingo Doce Ecodesign brand. The results obtained by the investigation demonstrate a positive impact of this Pingo Doce strategy on consumer loyalty in the age group studied. The offer of sustainable branded products makes the combination of price, quality, and sustainable component verified, three essential factors for the Portuguese Millennial consumer, which is something that is not always present or even possible in supplier brands.
Description
Keywords
Sustentabilidade Lealdade Verde Consumidores Millennial Valor da marca Pingo Doce Ecodesign Comportamento do consumidor Sustainability Loyalty Green Millennial consumers Brand value Consumer behaviour