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Os consumidores estão cada vez mais conscientes das repercussões sociais das suas compras. Optam por comprar produtos de marcas com princípios éticos e promover um comportamento amigo do ambiente. Estão a tornar-se capacitados através da informação e da auto-motivação e juntam-se a ações para promover ou desaprovar as práticas das empresas. O objetivo deste trabalho conceptual é analisar a evolução de um cliente através do empoderamento, envolvendo-se em movimentos de consumismo político, como o buycott, as repercussões de tais ações nas marcas e discutir a possibilidade da lealdade do consumidor à marca. Este artigo fornece uma visão geral conceptual das ligações entre o Empoderamento do Consumidor, o Consumismo Político, o Buycott e a Lealdade à marca. Através desta análise, vamos propor que um cliente que se tornou empoderado, e participou em ações como o buycott, tem uma maior propensão de se tornar leal à marca. Do ponto de vista de gestão, as empresas devem considerar mudarem para práticas éticas e sustentáveis. Estas práticas podem despertar consumidores políticos a decidirem apoiar a empresa. Estes decidem apoiar a empresa através de ações como o Buycott. Ter buycotters e clientes leais permite às empresas aumentarem as vendas e a quota de mercado e diminuição de custos. Este documento original propõe um novo quadro que pode ser utilizado pelos investigadores para avaliar e testar ainda mais as ligações efetuadas.
Consumers are increasingly becoming more aware of the societal repercussions of their purchases. They choose to buy products from brands that are ethical and promote an environmental-friendly behavior. They are becoming empowered through information and self-motivation and joining actions to promote or disapprove company practices. The purpose of this conceptual paper is to analyze the evolution of a customer through empowerment, engaging in political consumerism movements, such as the buycott, and the repercussions of such actions on brands and discussing the possibility of brand loyalty. This paper provides a conceptual overview of the connections between Customer Empowerment, Political Consumerism, Buycott, and Brand Loyalty. Through this analysis, we will be proposing that a customer who became empowered and participated in actions such as the buycott, has a higher chance of becoming a loyal customer. From a managerial perspective, companies should consider switching to ethical and sustainable practices. These practices may arouse Political Consumers to support the company. A way for consumers to support a company is through a buycott. Having buycotters and loyal customers allows companies to increase sales and market share. This original paper proposes a new framework that can be used by researchers to further assess and test the connections made.
Consumers are increasingly becoming more aware of the societal repercussions of their purchases. They choose to buy products from brands that are ethical and promote an environmental-friendly behavior. They are becoming empowered through information and self-motivation and joining actions to promote or disapprove company practices. The purpose of this conceptual paper is to analyze the evolution of a customer through empowerment, engaging in political consumerism movements, such as the buycott, and the repercussions of such actions on brands and discussing the possibility of brand loyalty. This paper provides a conceptual overview of the connections between Customer Empowerment, Political Consumerism, Buycott, and Brand Loyalty. Through this analysis, we will be proposing that a customer who became empowered and participated in actions such as the buycott, has a higher chance of becoming a loyal customer. From a managerial perspective, companies should consider switching to ethical and sustainable practices. These practices may arouse Political Consumers to support the company. A way for consumers to support a company is through a buycott. Having buycotters and loyal customers allows companies to increase sales and market share. This original paper proposes a new framework that can be used by researchers to further assess and test the connections made.
Descrição
Palavras-chave
Empoderamento do consumidor Consumismo político Buycott Lealdade à marca Consumismo ético Comunidades de marca Customer empowerment Political consumerism Brand loyalty Ethical consumption Brand communities