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A importância de uma atividade empresarial socialmente responsável e sustentável : estudo de caso Freshly Cosmetics
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| 4.66 MB | Adobe PDF |
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Abstract(s)
O meio ambiente tem vindo a sofrer alterações flagrantes que demonstram os impactos negativos que o consumo do ser humano provoca no planeta. Com as consequências cada vez mais visíveis aos olhos dos consumidores, a consciencialização e preocupação com o seu papel no movimento ecológico tem aumentado. Essa crescente consciência ambiental tem impactos significativos no comportamento dos consumidores, especialmente na intenção da compra ecológica. Desse modo, temos assistido ao aumento da compra de produtos sustentáveis e a adoção de estilos de vida mais responsáveis que têm contribuído para a redução do impacto ambiental causado pelo consumo. Surge assim um novo tipo de consumidor, que responde às necessidades ambientais e adapta o seu comportamento de compra, priorizando alternativas mais sustentáveis e responsáveis. A presente investigação analisou como as práticas de sustentabilidade e responsabilidade social da marca Freshly Cosmetics são comunicadas e percecionadas pelos consumidores, bem como o impacto das mesmas na sua decisão de compra. A partir da utilização do modelo conceptual de realização própria, o Sustainability Equity Model estruturado em três principais dimensões – Produto, Processos de Produção e Comercialização, e Comunicação – foi possível explorar de que forma estas dimensões influenciam as decisões de compra dos consumidores e qual a importância de cada uma na sua decisão de compra. Através da realização de um questionário e de grupos de discussão a investigação concluiu que, embora as práticas éticas e sustentáveis da Freshly Cosmetics, particularmente a ausência de testes em animais, a utilização de ingredientes naturais e as embalagens sustentáveis, sejam fortemente valorizadas pelos consumidores, existem oportunidades de melhoria, mais concretamente no que respeita a acessibilidade dos produtos e à perceção elevada dos preços.
The environment has been undergoing blatant changes that demonstrate the negative impacts that human consumption has on the planet. With the consequences increasingly visible in the eyes of consumers, awareness, and concern about their role in the ecological movement has increased. This growing environmental awareness has a significant impact on consumer behavior, especially on the intention to buy green. In this way, we have seen an increase in the purchase of sustainable products and the adoption of more responsible lifestyles that have contributed to reducing the environmental impact caused by consumption. A new type of consumer has emerged, responding to environmental needs and adapting their purchasing behavior, prioritizing more sustainable and responsible alternatives. This research analyzed how the sustainability and social responsibility practices of the Freshly Cosmetics brand are communicated and perceived by consumers, as well as their impact on their purchasing decisions. Using the conceptual model of Freshly's own making, the Sustainability Equity Model, structured into three main dimensions - Product, Production and Marketing Processes, and Communication - it was possible to explore how these dimensions influence consumers' purchasing decisions and how important each one is in their purchasing decision. Through a questionnaire and focus groups, the research concluded that although Freshly Cosmetics' ethical and sustainable practices, particularly the absence of animal testing, the use of natural ingredients and sustainable packaging, are strongly valued by consumers, there are opportunities for improvement, specifically with regard to the accessibility of products and the high perception of prices.
The environment has been undergoing blatant changes that demonstrate the negative impacts that human consumption has on the planet. With the consequences increasingly visible in the eyes of consumers, awareness, and concern about their role in the ecological movement has increased. This growing environmental awareness has a significant impact on consumer behavior, especially on the intention to buy green. In this way, we have seen an increase in the purchase of sustainable products and the adoption of more responsible lifestyles that have contributed to reducing the environmental impact caused by consumption. A new type of consumer has emerged, responding to environmental needs and adapting their purchasing behavior, prioritizing more sustainable and responsible alternatives. This research analyzed how the sustainability and social responsibility practices of the Freshly Cosmetics brand are communicated and perceived by consumers, as well as their impact on their purchasing decisions. Using the conceptual model of Freshly's own making, the Sustainability Equity Model, structured into three main dimensions - Product, Production and Marketing Processes, and Communication - it was possible to explore how these dimensions influence consumers' purchasing decisions and how important each one is in their purchasing decision. Through a questionnaire and focus groups, the research concluded that although Freshly Cosmetics' ethical and sustainable practices, particularly the absence of animal testing, the use of natural ingredients and sustainable packaging, are strongly valued by consumers, there are opportunities for improvement, specifically with regard to the accessibility of products and the high perception of prices.
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Keywords
Sustentabilidade Responsabilidade social Cosmética Consumidor Comportamento do consumidor Freshly Cosmetics Sustainability Social responsibility Cosmetics Consumer Consumer behavior
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CC License
Without CC licence