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A influência da comunicação de sustentabilidade na perceção dos consumidores da geração Z sobre a imagem e reputação da marca NIVEA
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Nas últimas décadas, a sustentabilidade tornou-se um eixo central na gestão organizacional e na relação das marcas com os consumidores. A crescente consciencialização ambiental e social tem vindo a pressionar as empresas a integrarem práticas mais responsáveis e sustentáveis em toda a cadeia de valor e a comunicá-las de forma transparente e autêntica. Na indústria cosmética, esta tendência assume especial relevância devido aos desafios associados ao setor. A literatura revela que a comunicação de sustentabilidade pode influenciar positivamente a perceção e as atitudes dos consumidores, reforçando a confiança e melhorando a imagem e reputação da marca. Porém, quando percebida como inconsistente ou falsa, esta comunicação pode gerar ceticismo e reações negativas, comprometendo consequentemente a imagem e reputação da empresa. Esta investigação teve como objetivo compreender de que forma a comunicação de sustentabilidade da NIVEA influencia a perceção dos consumidores da Geração Z relativamente à imagem e reputação da marca. A revisão de literatura evidenciou que a comunicação de sustentabilidade pode desempenhar um papel determinante na construção da imagem e reputação, Partindo de uma metodologia qualitativa, foram recolhidos dados exploratórios através de uma análise documental da comunicação de sustentabilidade da NIVEA, e da realização de entrevistas exploratórias a 17 consumidores da Geração Z. Os resultados revelaram que, embora alguns consumidores conheçam e valorizem as práticas e iniciativas da NIVEA relacionadas com a sustentabilidade, uma parte significativa ainda desconhece essas ações ou a comunicação associada. A análise documental demonstrou, porém, que a NIVEA procura comunicar de forma detalhada e verificável as suas iniciativas no seu website, e em menor escala, nas redes sociais, o que sugere potenciais falhas na eficácia e no alcance da comunicação junto do público-alvo. Em relação à imagem, a maioria dos consumidores associa a marca a atributos como confiança, qualidade, eficácia, acessibilidade e familiaridade. Quanto à reputação, de um modo geral, é percebida positivamente, sustentada pela confiança, pela qualidade dos seus produtos, por uma forte ligação emocional, devido à utilização da marca por várias gerações, pelo seu legado e pelo reconhecimento de ações sociais e ambientais. Contudo, ambas são limitadas pelo desconhecimento generalizado das iniciativas e comunicação e pelo ceticismo de alguns consumidores relativamente à autenticidade desta comunicação e práticas.
In recent decades, sustainability has become a central pillar in organizational management and in the relationship between brands and consumers. Growing environmental and social awareness has pressured companies to integrate responsible and sustainable practices throughout their value chain and to communicate them in a transparent and authentic manner. In the cosmetics industry, this trend is particularly relevant due to the sector’s specific challenges. The literature shows that sustainability communication can positively influence consumer perceptions and attitudes, strengthen trust and enhance brand image and reputation. However, when perceived as inconsistent or insincere, such communication may lead to scepticism and negative reactions, ultimately compromising the company’s image and reputation. This research aimed to understand how NIVEA’s sustainability communication influences Generation Z consumers’ perception of the brand’s image and reputation. The literature review highlighted that sustainable communication can play a decisive role in building a brand's image and reputation. Based on a qualitative methodology, exploratory data were collected through a document analysis of NIVEA’s sustainability communication and semi-structured interviews with 17 Generation Z consumers. The results revealed that, although some consumers are aware of and value NIVEA’s sustainability-related practices and initiatives, a significant portion remains unaware of these actions or of the associated communication. However, the document analysis revealed that NIVEA attempts to convey its initiatives in a detailed and verifiable manner on its website, and to a lesser extent on social media, suggesting potential shortcomings in the effectiveness and reach of this communication to its target audience. Regarding brand image, most consumers associate NIVEA with attributes such as trust, quality, effectiveness, accessibility, and familiarity. As for reputation, it is generally perceived positively, sustained by trust, product quality, a strong emotional connection due to the brand’s use across multiple generations, its legacy, and recognition of its social and environmental actions. Nevertheless, both image and reputation are limited by the general lack of awareness of these initiatives and their communication by the participants, as well as by the scepticism of some consumers regarding the authenticity of the brand’s messaging and actions
In recent decades, sustainability has become a central pillar in organizational management and in the relationship between brands and consumers. Growing environmental and social awareness has pressured companies to integrate responsible and sustainable practices throughout their value chain and to communicate them in a transparent and authentic manner. In the cosmetics industry, this trend is particularly relevant due to the sector’s specific challenges. The literature shows that sustainability communication can positively influence consumer perceptions and attitudes, strengthen trust and enhance brand image and reputation. However, when perceived as inconsistent or insincere, such communication may lead to scepticism and negative reactions, ultimately compromising the company’s image and reputation. This research aimed to understand how NIVEA’s sustainability communication influences Generation Z consumers’ perception of the brand’s image and reputation. The literature review highlighted that sustainable communication can play a decisive role in building a brand's image and reputation. Based on a qualitative methodology, exploratory data were collected through a document analysis of NIVEA’s sustainability communication and semi-structured interviews with 17 Generation Z consumers. The results revealed that, although some consumers are aware of and value NIVEA’s sustainability-related practices and initiatives, a significant portion remains unaware of these actions or of the associated communication. However, the document analysis revealed that NIVEA attempts to convey its initiatives in a detailed and verifiable manner on its website, and to a lesser extent on social media, suggesting potential shortcomings in the effectiveness and reach of this communication to its target audience. Regarding brand image, most consumers associate NIVEA with attributes such as trust, quality, effectiveness, accessibility, and familiarity. As for reputation, it is generally perceived positively, sustained by trust, product quality, a strong emotional connection due to the brand’s use across multiple generations, its legacy, and recognition of its social and environmental actions. Nevertheless, both image and reputation are limited by the general lack of awareness of these initiatives and their communication by the participants, as well as by the scepticism of some consumers regarding the authenticity of the brand’s messaging and actions
Descrição
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Comunicação estratégica Comunicação de sustentabilidade Imagem Reputação Perceções do consumidor Geração Z NIVEA Strategic communication Sustainability communication Brand image Reputation Consumer perceptions Generation Z
Contexto Educativo
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Licença CC
Sem licença CC