Publicação
Effect of green brand positioning towards purchase intentions
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Lino, Rute Sofia Barbosa Xavier | |
| dc.contributor.author | Carvalho, João Pedro Lopes de | |
| dc.date.accessioned | 2020-02-24T09:25:18Z | |
| dc.date.issued | 2020-01-29 | |
| dc.date.submitted | 2020 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 202440265 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/29667 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Nature et découvertes | pt_PT |
| dc.subject | Green positioning strategy | pt_PT |
| dc.subject | Eco-branding | pt_PT |
| dc.subject | Beyond-compliance leadership | pt_PT |
| dc.subject | Green consumers profile | pt_PT |
| dc.title | Effect of green brand positioning towards purchase intentions | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |