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Resumo(s)
The environment and its protection is increasingly a hot topic in today's society. Environmental
problems are gradually creating a phenomenon in which members of society are concerned
about the impact of their day-to-day actions on a larger scale, thus re-evaluating their
consumption habits. In the meantime, new opportunities gradually emerge for companies with
sustainability concerns and strong environmental commitments. Nonetheless, something that
doesn't seem clear is how companies like Nature et Découvertes can integrate sustainability
concepts into their business models. Thus, this study aims to understand what green positioning
strategy ought N&D implement considering the green purchase predictors in the Portuguese
market. Nature et Découvertes is a French retailer in the natural and well-being market that will
soon be introduced in the Portuguese market by its holding company FNAC Darty. In order to
test different positioning strategies, and thus address the study question, an online questionnaire
was launched. Answered by 186 respondents, results indicated a greater effectiveness of
predictors over a procedure-oriented green positioning strategy (Beyond-Compliance
Leadership) over a product-focused one (Eco-Branding). Whereas it's the predictors that largely
define someone as a green consumer, it was defined that one strategy is more recommended
than the other, as long as the company targets an audience that meets the features that profile a
green consumer. Still, a descriptive analysis made possible to understand that consumers
choices are directly linked to the product and the procedure of the specific situation.
Descrição
Palavras-chave
Nature et découvertes Green positioning strategy Eco-branding Beyond-compliance leadership Green consumers profile