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Processo de adoção do copo menstrual e riscos percecionados
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Os últimos anos têm sido caraterizados por uma maior abertura para abordar temas considerados tabu, como é o caso da menstruação. Contudo, ainda há pouca informação sobre o copo menstrual, apesar de ser considerado um produto confortável, seguro e higiénico. O copo é também considerado como um produto sustentável, amigo do ambiente, o que contrasta com as alternativas descartáveis (e.g., pensos e tampões) que têm forte impacto negativo no ambiente, não só para a sua produção, mas também no descarte. Apesar destas constatações, ainda há muito por desmistificar sobre este dispositivo, nomeadamente o processo de adoção do copo menstrual e riscos associados percecionados pelas mulheres. Desta forma, a presente investigação tem como objetivo responder à questão: “Como as características do copo menstrual e os riscos percecionados afetam o processo da sua adoção?” Este dispositivo já existe há vários anos, contudo só agora começa a ganhar notoriedade visto a menstruação ser um tema de abordagem mais fácil nos dias de hoje. Foram investigadas (1) as características do copo menstrual que afetam a sua adoção, de acordo com Rogers (1983), e (2) os riscos associados a essa adoção na perspetiva das utilizadoras. De modo a aprofundar o tema, foi adotada uma abordagem qualitativa de natureza exploratória e interpretativa, recorrendo a uma das técnicas mais utilizadas no estudo do comportamento do consumidor, as entrevistas em profundidade. Foram entrevistadas seis mulheres que à data se encontram em idade fértil e que usam ou tenham usado o dispositivo de recolha de menstruação. Os resultados desta investigação demonstram que as vantagens relativas, a compatibilidade, e a complexidade são as características que mais influenciam o processo de adoção do copo menstrual, e o risco financeiro é o risco mais fortemente percecionado pelas utilizadoras.
Recent years have been characterized by greater openness to taboo topics, such as menstruation. However, there is still little information about the menstrual cup, despite being considered a comfortable, safe, and hygienic product. The cup is also considered a sustainable product, environmentally friendly, which contrasts with disposable alternatives (e.g., pads and tampons) that have a strong negative impact on the environment, not only for their production, but also for disposal. Despite these findings, there is still a lot to demystify about this device, namely the adoption of the menstrual cup and associated risks perceived by women. Therefore, the present investigation aims to address the question: “How do the characteristics of the menstrual cup and the perceived risks affect the process of its adoption?” This device has been around for several years, however it is only now starting to gain notoriety because menstruation is an easier topic to approach these days. It was investigated (1) the characteristics of the menstrual cup that affect its adoption, according to Rogers (1983), and (2) the risks associated with this adoption from the perspective of users. In this research a qualitative approach of exploratory and interpretive nature was adopted, using one of the most used techniques in the study of consumer behaviour, in depth interviews. Six women who are currently of childbearing age and who use or have used the menstrual cup were interviewed. The outcomes of this investigation demonstrate that relative advantages, compatibility, and complexity are the characteristics that most influence the process of adopting the menstrual cup, and financial risk is the type of risk most strongly perceived by users.
Recent years have been characterized by greater openness to taboo topics, such as menstruation. However, there is still little information about the menstrual cup, despite being considered a comfortable, safe, and hygienic product. The cup is also considered a sustainable product, environmentally friendly, which contrasts with disposable alternatives (e.g., pads and tampons) that have a strong negative impact on the environment, not only for their production, but also for disposal. Despite these findings, there is still a lot to demystify about this device, namely the adoption of the menstrual cup and associated risks perceived by women. Therefore, the present investigation aims to address the question: “How do the characteristics of the menstrual cup and the perceived risks affect the process of its adoption?” This device has been around for several years, however it is only now starting to gain notoriety because menstruation is an easier topic to approach these days. It was investigated (1) the characteristics of the menstrual cup that affect its adoption, according to Rogers (1983), and (2) the risks associated with this adoption from the perspective of users. In this research a qualitative approach of exploratory and interpretive nature was adopted, using one of the most used techniques in the study of consumer behaviour, in depth interviews. Six women who are currently of childbearing age and who use or have used the menstrual cup were interviewed. The outcomes of this investigation demonstrate that relative advantages, compatibility, and complexity are the characteristics that most influence the process of adopting the menstrual cup, and financial risk is the type of risk most strongly perceived by users.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Copo Menstrual Constrangimento Comportamento do Consumidor Menstruação Processo de Adoção de Inovações Risco Percebido Sustentabilidade Menstrual Cup Embarrassment Consumer Behaviour Menstruation Adoption Process Perceived Risk Sustainability
Contexto Educativo
Citação
Duarte, Joana Matias (2021). "Processo de adoção do copo menstrual e riscos percecionados". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão