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A relação entre ações sustentáveis, envolvimento sustentável, valor sustentável percebido e intenção de compra de bilhetes em festivais de música
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Resumo(s)
Devido à crescente visibilidade das consequências provocadas pelas alterações climáticas,
poluição do ar e oceanos, há cada vez mais consumidores preocupados com o meio ambiente e, a
perceber como a sua conservação é importante para a qualidade de vida de todos e para a gerações
futuras. Por isso, consumidores, empresas, marcas e o próprio governo têm recebido alertas da
necessidade de mudança de pensamentos, atitudes e ações. Os eventos e festivais de música são grandes
geradores de resíduos, poluição, desperdício e gasto de materiais inimigos do ambiente. Por essa razão
e, devido à literatura nesta área ser bastante escassa torna-se relevante estudar a importância que os
consumidores dão ao facto de estes eventos adotarem medidas sustentáveis. Deste modo, a presente
dissertação tem o objetivo de estudar a influência que ações sustentáveis como, gastronomia sustentável,
atividades e ambiente sustentável, e design e gestão de resíduos têm no envolvimento sustentável e no
valor percebido sustentável e, por sua vez a influência que o envolvimento e valor percebido sustentável
têm na intenção de compra de bilhetes de festivais de música. Adicionalmente, pretende-se estudar a
influência que o envolvimento sustentável tem no valor percebido sustentável.
Esta investigação tem uma natureza explanatória e utiliza um método quantitativo e uma técnica
de amostragem não probabilística por conveniência. A recolha de dados foi feita através de um
questionário online, onde se obteve 301 respostas completas e posteriormente, os dados foram tratados
e analisados no software SPSS.
Após a análise de dados, pudemos concluir que, a gastronomia sustentável, uma das ações
sustentáveis presente no estudo, não influencia nem o envolvimento, nem o valor sustentável percebido.
Sendo assim, o envolvimento é influenciado positivamente pelas atividades e ambiente sustentável e
design e gestão de resíduos. Já, o valor sustentável percebido é afetado apenas pelo design e gestão de
resíduos. Por fim, quanto maior for o envolvimento, maior é o valor sustentável e percebido e, a intenção
de compra de bilhetes de festivais de música é afetada tanto pelo envolvimento como, pelo valor
sustentável percebido.
A nível de contributo académico, o estudo enriquece o corpo de conhecimento do marketing
sustentável sendo este tema pouco explorado por investigadores. A nível empresarial, dá a conhecer às
empresas, as mudanças necessárias nas suas ações para continuarem a cumprir e ultrapassar as
expetativas dos espetadores mostrando oportunidades de melhorarem o seu posicionamento e reputação.
Due to the increasing visibility of the consequences caused by climate change and by air and oceans’ pollution, more and more consumers are concerned with the environment and, realizing how important its conservation is for everyone’s quality of life of all for future generations. For this reason, consumers, companies, brands, and the government itself have received warnings of the need to change their thoughts, attitudes and actions. Music events and festivals are major generators of residues, pollution, waste and use of harmful materials to the environment. For this reason and, because the literature in this area is very scarce, it becomes relevant to study the importance that consumers give to sustainable measures implemented by these events. Thus, the present dissertation aims to study the influence that sustainable actions such as, sustainable gastronomy, activities and sustainable environment and design and waste management have on sustainable involvement and sustainable perceived value and, in turn, the influence that involvement and sustainable perceived value have in intention to purchase festival’s tickets. Additionally, It is intended to study the influence that sustainable involvement has on the perceived sustainable value. This investigation has an explanatory nature and uses a quantitative method and a non probabilistic sampling technique for convenience. The data collection was done through an online questionnaire, in which 301 complete answers were obtained and later, the data was treated and analyzed in the SPSS software. After analyzing the data, we were able to conclude that sustainable gastronomy, one of the sustainable actions present in the study, does not influence neither the involvement nor the perceived sustainable value. Therefore, involvement is positively influenced by activities and a sustainable environment and design and waste management. The perceived sustainable value is affected only by design and waste management. Finally, the greater the involvement, the greater the sustainable and perceived value and the intention to purchase music festival tickets is affected by both the involvement and the perceived sustainable value. In terms of academic contribution, the study enriches the body of knowledge about sustainable marketing, with since this topic is not widely explored by researchers. At the business level, it makes companies aware of the necessary changes in their actions to continue to meet and exceed viewer’s expectations, showing opportunities to improve their positioning and reputation.
Due to the increasing visibility of the consequences caused by climate change and by air and oceans’ pollution, more and more consumers are concerned with the environment and, realizing how important its conservation is for everyone’s quality of life of all for future generations. For this reason, consumers, companies, brands, and the government itself have received warnings of the need to change their thoughts, attitudes and actions. Music events and festivals are major generators of residues, pollution, waste and use of harmful materials to the environment. For this reason and, because the literature in this area is very scarce, it becomes relevant to study the importance that consumers give to sustainable measures implemented by these events. Thus, the present dissertation aims to study the influence that sustainable actions such as, sustainable gastronomy, activities and sustainable environment and design and waste management have on sustainable involvement and sustainable perceived value and, in turn, the influence that involvement and sustainable perceived value have in intention to purchase festival’s tickets. Additionally, It is intended to study the influence that sustainable involvement has on the perceived sustainable value. This investigation has an explanatory nature and uses a quantitative method and a non probabilistic sampling technique for convenience. The data collection was done through an online questionnaire, in which 301 complete answers were obtained and later, the data was treated and analyzed in the SPSS software. After analyzing the data, we were able to conclude that sustainable gastronomy, one of the sustainable actions present in the study, does not influence neither the involvement nor the perceived sustainable value. Therefore, involvement is positively influenced by activities and a sustainable environment and design and waste management. The perceived sustainable value is affected only by design and waste management. Finally, the greater the involvement, the greater the sustainable and perceived value and the intention to purchase music festival tickets is affected by both the involvement and the perceived sustainable value. In terms of academic contribution, the study enriches the body of knowledge about sustainable marketing, with since this topic is not widely explored by researchers. At the business level, it makes companies aware of the necessary changes in their actions to continue to meet and exceed viewer’s expectations, showing opportunities to improve their positioning and reputation.
Descrição
Mestrado em Marketing
Palavras-chave
Eventos Festivais de Música Envolvimento Valor Sustentável Percebido Sustentabilidade Ambiental Events Music Festivals Involvement Sustainable Perceived Value Environmental Sustainability
Contexto Educativo
Citação
Alves, Inês Filipa Machado (2020). "A relação entre ações sustentáveis, envolvimento sustentável, valor sustentável percebido e intenção de compra de bilhetes em festivais de música". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão