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Abstract(s)
Sustentabilidade é uma tendência emergente e constitui o foco das estratégias de negócio,
conduzidas por incerteza económica e ambiental, adaptações governamentais na regulação e
pressão social. A EDP desenvolveu a sua estratégia sustentável e provou ser pioneira no mercado de
electricidade.
Este trabalho tem como objectivo compreender a influência da estratégia sustentável da EDP em
atividades de mercado, abordagem ao cliente assim como na sua oferta de produtos e serviços.
Testemunhos da direção da empresa revelaram que a sustentabilidade da EDP requereu o aumento
do seu envolvimento com clientes e accionistas através de uma maior transparência, credibilidade e
desenvolvimento de diversos canais de comunicação. Atividades de marketing focaram-se na maior
consciencialização dos seus valores (humanização, sustentabilidade e inovação), bem como na
informação, educação e envolvência dos consumidores no comportamento energético eficiente. Em
relação ao mercado liberalizado em Portugal, a EDP focou-se na prestação de serviços, integrando
eficiência energética e sustentável na sua oferta.
Assim, foi realizado um questionário a uma amostra de 138 consumidores de electricidade em
Portugal, a fim de identificar o posicionamento sustentável da EDP, bem como as atitudes mais
sustentáveis e comportamentos importantes, dos quais o comportamento global de energia eficiente
foi estimado num Índice de Eficiência de Energia (IEE). Verificou-se que os consumidores têm
atitudes sustentáveis significativas, mas caressem de um comportamento energético eficiente.
Adicionalmente, verificou-se que a preocupação sustentável influencia positivamente o
comportamento energético eficiente, enquanto atitudes egocêntricas e de conforto estão
aversamente relacionadas.
Sustainability is an emerging trend and forms the core of business strategies, driven by environmental and economic uncertainty, governmental adaptations in regulations and societal pressure. EDP developed its sustainable strategy and has proven to be a pioneer in the utility market. This work aims to understand the influence of EDP´s sustainable strategy on marketing activities, customer approach as well as its portfolio. Insights of two expert interviews found that sustainability required EDP to increase involvement with customers and stakeholders through enhancing transparency, credibility and the development of several communication channels. Marketing activities aimed for greater awareness of its core values (sustainability, humanization and innovation) as well as to inform, educate and involve consumers in energy efficient behavior. Regarding the liberalized market in Portugal, EDP focused to be more service providing, while integrating sustainable and energy efficient services into its portfolio. Furthermore, a questionnaire was conducted among a sample of 138 Portuguese electricity consumers in order to identify EDP’s sustainable positioning as well as the most significant sustainable attitudes and behaviors, of which overall energy efficient behavior was estimated into an Energy Efficiency Index (E.E.I). It was found that consumers have significant sustainable attitudes, but lack complete energy efficient behavior. Additionally, it was indicated that sustainable concern positively impacted energy efficient behavior, while ego-centric and comfort focused attitudes aversely related.
Sustainability is an emerging trend and forms the core of business strategies, driven by environmental and economic uncertainty, governmental adaptations in regulations and societal pressure. EDP developed its sustainable strategy and has proven to be a pioneer in the utility market. This work aims to understand the influence of EDP´s sustainable strategy on marketing activities, customer approach as well as its portfolio. Insights of two expert interviews found that sustainability required EDP to increase involvement with customers and stakeholders through enhancing transparency, credibility and the development of several communication channels. Marketing activities aimed for greater awareness of its core values (sustainability, humanization and innovation) as well as to inform, educate and involve consumers in energy efficient behavior. Regarding the liberalized market in Portugal, EDP focused to be more service providing, while integrating sustainable and energy efficient services into its portfolio. Furthermore, a questionnaire was conducted among a sample of 138 Portuguese electricity consumers in order to identify EDP’s sustainable positioning as well as the most significant sustainable attitudes and behaviors, of which overall energy efficient behavior was estimated into an Energy Efficiency Index (E.E.I). It was found that consumers have significant sustainable attitudes, but lack complete energy efficient behavior. Additionally, it was indicated that sustainable concern positively impacted energy efficient behavior, while ego-centric and comfort focused attitudes aversely related.