| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.4 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Num cenário global onde a escassez de recursos naturais é uma realidade iminente e as consequências do consumo excessivo cada vez mais visíveis, a Economia Circular emerge como uma abordagem regenerativa, que prolonga o ciclo de vida dos produtos e reduz o desperdício significativamente. Neste contexto, a compra de produtos em segunda mão através de plataformas digitais, ganha destaque como uma prática que reduz o impacto ambiental e promove uma cultura de consumo mais consciente e sustentável. Contudo, num mundo disruptivo, onde as rápidas mudanças tecnológicas e comportamentais reconfiguram as dinâmicas de mercado, este consumo enfrenta obstáculos. Assim, a presente dissertação pretende compreender as motivações e barreiras que influenciam a atitude e intenção de compra de produtos em segunda mão nas plataformas digitais.
Esta investigação de natureza quantitativa e explanatória, recorreu a uma amostragem não probabilística por conveniência, sendo os dados recolhidos através de um questionário online. Foram obtidas 366 respostas válidas, tratadas e analisadas com recurso a métodos estatísticos no software IBM SPSS Statistics 25.
Os resultados revelam que as motivações, como o valor percebido, consciência ética e ambiental, gosto pela descoberta e unicidade são fatores cruciais na formação de uma atitude positiva. Por outro lado, barreiras como falta de segurança, risco financeiro e constrangimento social mostram-se relevantes. Além disso, a análise demonstra que atitudes positivas têm uma influência positiva na intenção de compra e na intenção de WOM. Por fim, quanto maior a intenção de WOM, maior a intenção de compra.
Este estudo oferece contributos a nível académico, expandindo o conhecimento existente num tema pouco explorado, mas atual. No campo empresarial, apresenta insights valiosos para empresas que operam neste mercado digital, ajudando-as a decifrar os desafios e a alinhar as suas estratégias de marketing com as expectativas de um consumidor cada vez mais consciente e exigente.
In a global scenario where the scarcity of natural resources is an imminent reality and the consequences of excessive consumption are increasingly visible, Circular Economy emerges as a regenerative approach, which extends the life cycle of products and reduces waste significantly. In this context, the purchase of second-hand products through digital platforms stands out as a practice that reduces environmental impact and promotes a more conscious and sustainable consumption culture. However, in a disruptive world, where rapid technological and behavioural changes reconfigure market dynamics, this consumption faces obstacles. Thus, this dissertation aims to understand the motivations and barriers that influence the attitude and intention to buy second-hand products on digital platforms. This quantitative and explanatory research used a non-probabilistic convenience sampling, and the data were collected through an online questionnaire. A total of 366 valid responses were obtained, processed, and analysed using statistical methods in the IBM SPSS Statistics 25 software. The results reveal that motivations, such as perceived value, ethical and ecological awareness, treasure hunting and uniqueness are crucial factors in the formation of a positive attitude. On the other hand, barriers such as lack of security, financial risk and social embarrassment are relevant. In addition, the analysis demonstrates that positive attitudes have a direct influence on purchase intent and WOM intent. Finally, the higher the WOM intent, the higher the purchase intent. This study offers contributions at the academic level, expanding existing knowledge on a little explored but current topic. In the business field, it presents valuable insights for companies operating in this digital market, helping them to decipher challenges and align marketing strategies with the expectations of an increasingly conscious and demanding consumer.
In a global scenario where the scarcity of natural resources is an imminent reality and the consequences of excessive consumption are increasingly visible, Circular Economy emerges as a regenerative approach, which extends the life cycle of products and reduces waste significantly. In this context, the purchase of second-hand products through digital platforms stands out as a practice that reduces environmental impact and promotes a more conscious and sustainable consumption culture. However, in a disruptive world, where rapid technological and behavioural changes reconfigure market dynamics, this consumption faces obstacles. Thus, this dissertation aims to understand the motivations and barriers that influence the attitude and intention to buy second-hand products on digital platforms. This quantitative and explanatory research used a non-probabilistic convenience sampling, and the data were collected through an online questionnaire. A total of 366 valid responses were obtained, processed, and analysed using statistical methods in the IBM SPSS Statistics 25 software. The results reveal that motivations, such as perceived value, ethical and ecological awareness, treasure hunting and uniqueness are crucial factors in the formation of a positive attitude. On the other hand, barriers such as lack of security, financial risk and social embarrassment are relevant. In addition, the analysis demonstrates that positive attitudes have a direct influence on purchase intent and WOM intent. Finally, the higher the WOM intent, the higher the purchase intent. This study offers contributions at the academic level, expanding existing knowledge on a little explored but current topic. In the business field, it presents valuable insights for companies operating in this digital market, helping them to decipher challenges and align marketing strategies with the expectations of an increasingly conscious and demanding consumer.
Description
Mestrado Bolonha em Marketing
Keywords
Produtos em Segunda Mão Economia Circular Sustentabilidade Atitude Intenção de WOM Intenção de Compra Second-Hand Products Circular Economy Sustainability Attitude WOM Intention Purchase Intention
Pedagogical Context
Citation
Farinha, Beatriz Cardoso (2024). “Sustentabilidade e produtos em segunda mão : motivações e barreiras na atitude e intenção de compra”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão