A influência do marketing ecológico no consumo de bens, estudo comparativo entre a geração X e geração Y
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Data
2019
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O marketing verde é entendido como a satisfação das necessidades dos consumidores e
a proteção do meio ambiente. Identificam-se como variáveis de marketing: produto, preço,
comunicação e distribuição. O objetivo é estudar se estas variáveis aplicadas com um
conceito ecológico estão a surtir efeitos positivos no comportamento de compra do
consumidor.
Irá estudar-se os consumidores da geração X e Y. A geração X engloba os consumidores
nascidos entre 1965 e 1980, que se caracterizam por serem consumidores sensíveis ao preço.
O altruísmo é um dos fatores que os influencia a adotar comportamentos ecológicos e a
publicidade deve ter um conteúdo mais informativo do que persuasivo.
A geração Y incluí indivíduos nascidos entre 1981 e 2000, sendo que este segmento é
composto por jovens independentes, que utilizam o telemóvel para tudo, particularmente
para as redes sociais e para a procura de informações sobre produtos, e respondem
positivamente a um estilo de vida ecológico e os anúncios publicitários devem ser únicos e
distinguíveis.
Este estudo aplica uma pesquisa quantitativa em que os dados foram recolhidos através
de um questionário respondido exclusivamente online.
Os aspetos em que se identificaram comportamentos semelhantes nos consumidores de
ambas as gerações foram: a predisposição na compra e capacidade de identificação dos
produtos ecológicos, o impacto das campanhas de comunicação com forte apelo emocional
na intenção de compra de produtos ecológicos e a opinião de que os produtos ecológicos têm
distribuição limitada.
Identificaram-se diferenças no que diz respeito à perceção de eficácia dos rótulos dos
produtos ecológicos enquanto elemento comunicativo das características ecológicas, sendo
que para a geração Y os rótulos comunicam de forma mais eficaz. Para os consumidores da
geração Y o fator preço não é um impedimento à compra de produtos ecológicos, ao
contrário da geração X.
Green marketing is understood as meeting consumer needs and protecting the environment. Product, price, promotion, and place are identified as variables. This dissertation focuses on studying whether these variables applied in the ecological concept are having positive effects on the buying behavior of the Portuguese consumer. We will be studying specifically the consumers of generation X and Y. Generation X includes consumers born between 1965 and 1980, characterized by being price-sensitive consumers altruism is one of the factors that influence them to adopt ecological behaviors, for them advertising should have more informative content than persuasive content. Generation Y includes individuals born between 1981 and 2000, this segment is characterized by independent young people use their smartphones for everything, particularly social media and for searching product information respond positively to an ecological lifestyle social influence is high in their buying decisions and the commercials must be unique and distinguishable. This study applies a quantitative method, data were collected through a survey answered exclusively online. Aspects in which similar behaviors have been identified in consumers of both generations are the willingness to buy green products, the ability to identify these same products, the positive impact of communication campaigns with a strong emotional appeal on the intention to buy green products and the opinion that green products have limited distribution. Differences have been identified in these generations regarding the perceived effectiveness of product labels as a communicative element of their ecological characteristics, for generation Y labels communicate these characteristics more effectively, in the willingness to pay more for environmentally friendly products, for generation Y consumer’s the price is not an obstruction to buying environmentally friendly products, unlike generation X.
Green marketing is understood as meeting consumer needs and protecting the environment. Product, price, promotion, and place are identified as variables. This dissertation focuses on studying whether these variables applied in the ecological concept are having positive effects on the buying behavior of the Portuguese consumer. We will be studying specifically the consumers of generation X and Y. Generation X includes consumers born between 1965 and 1980, characterized by being price-sensitive consumers altruism is one of the factors that influence them to adopt ecological behaviors, for them advertising should have more informative content than persuasive content. Generation Y includes individuals born between 1981 and 2000, this segment is characterized by independent young people use their smartphones for everything, particularly social media and for searching product information respond positively to an ecological lifestyle social influence is high in their buying decisions and the commercials must be unique and distinguishable. This study applies a quantitative method, data were collected through a survey answered exclusively online. Aspects in which similar behaviors have been identified in consumers of both generations are the willingness to buy green products, the ability to identify these same products, the positive impact of communication campaigns with a strong emotional appeal on the intention to buy green products and the opinion that green products have limited distribution. Differences have been identified in these generations regarding the perceived effectiveness of product labels as a communicative element of their ecological characteristics, for generation Y labels communicate these characteristics more effectively, in the willingness to pay more for environmentally friendly products, for generation Y consumer’s the price is not an obstruction to buying environmentally friendly products, unlike generation X.
Descrição
Carla Marisa Rebelo de Magalhães
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, MARKETING, MANAGEMENT, MARKETING VERDE, PRODUTOS ECOLÓGICOS, GERAÇÃO X, GERAÇÃO Y, GREEN MARKETING, GREEN PRODUCTS, GENERATION X, GENERATION Y, MARKETING