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Abstract(s)
Ultimamente, tem-se assistido a uma crescente preocupação, quer do lado do consumidor quer da própria empresa, em adotar comportamentos sustentáveis que não comprometam o meio ambiente nem as gerações futuras. As ações e escolhas das pessoas, sobre como consumir determinados produtos e serviços em detrimento de outros, tem impacto no meio ambiente, na equidade social e no bem-estar pessoal e coletivo. Assim, o presente estudo procurou aprofundar esta temática, propondo-se responder à questão de investigação: “De que forma é que os diferentes tipos de media e os green claims, influenciam o comportamento de compra do consumidor, na indústria automóvel”. Para tal, recorreu-se a uma abordagem quantitativa, utilizando o questionário como a técnica de recolha de dados, para responder à questão de investigação. Assim, avaliando os resultados, concluiu-se que na generalidade as redes sociais são o tipo de media com maior influência no comportamento de compra do consumidor quando falamos de produtos/serviços amigos do ambiente. No entanto, quando avaliamos quais os tipos de media em que os consumidores preferem ver publicidade relacionada com carros elétricos, esta preferência recai sobre a televisão.
Lately, there has been a growing concern, both on the part of the consumer and the company itself, to adopt sustainable behaviors that compromise neither the environment nor future generations. People's actions and choices on how to consume certain products and services in detriment of others have an impact on the environment, on social equity, and on personal and collective well-being. Thus, this study sought to deepen this theme, proposing to answer the research question: "How do the different types of media and green claims influence consumer purchasing behavior in the automotive industry”. To this end, a quantitative approach was used, using the questionnaire as the data collection technique, to answer the research question. Thus, evaluating the results, it was concluded that in general social networks are the type of media with the greatest influence on consumer purchasing behavior when it comes to environmentally friendly products/services. However, when we evaluate which types of media consumers prefer to see advertisements related to electric cars, this preference falls on television.
Lately, there has been a growing concern, both on the part of the consumer and the company itself, to adopt sustainable behaviors that compromise neither the environment nor future generations. People's actions and choices on how to consume certain products and services in detriment of others have an impact on the environment, on social equity, and on personal and collective well-being. Thus, this study sought to deepen this theme, proposing to answer the research question: "How do the different types of media and green claims influence consumer purchasing behavior in the automotive industry”. To this end, a quantitative approach was used, using the questionnaire as the data collection technique, to answer the research question. Thus, evaluating the results, it was concluded that in general social networks are the type of media with the greatest influence on consumer purchasing behavior when it comes to environmentally friendly products/services. However, when we evaluate which types of media consumers prefer to see advertisements related to electric cars, this preference falls on television.
Description
Keywords
Green claims Green advertising Comportamento do consumidor Indústria automóvel Consumer behavior Automobile industry