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A importância da sustentabilidade para os consumidores de perfumes e cosméticos verdes no duty-free
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Orientador(es)
Resumo(s)
O duty-free é a fonte de receita não-aeronáutica mais importante para os aeroportos
internacionais e a categoria de produtos de perfumes e cosméticos a mais representativa em
vendas no duty-free. Apesar da importância das compras em aeroportos, a indústria carece de
dados sobre o comportamento de compra do passageiro no duty-free em torno da
sustentabilidade. Desta forma, a presente dissertação procura estudar: (1) se os passageiros
atribuem importância à sustentabilidade nas escolhas de compra e quais são os fatores
influenciadores da compra de produtos verdes na categoria de perfumes e cosméticos no dutyfree, (2) quais são as preferências pelos diferentes tipos de produtos verdes na categoria de
perfumes e cosméticos no duty-free, (3) quais são as razões para o passageiro não olhar
ativamente por mais produtos verdes na categoria de perfumes e cosméticos no duty-free, (4)
se o passageiro está disposto a pagar mais por produtos verdes na categoria de perfumes e
cosméticos no duty-free.
Este estudo foi conduzido recorre a uma abordagem qualitativa e uma amostragem nãoprobabilística por conveniência. Realizaram-se vinte entrevistas em profundidade. Para apoio
à análise recorreu-se ao software MaxQDA.
Os resultados demonstram que os compradores do duty-free atribuem importância à
sustentabilidade, sendo o perfume o tipo de produto com maior preferência pelos consumidores.
No entanto, os passageiros não estão dispostos a pagarem um preço alto por produtos verdes na
categoria de perfumes e cosméticos. A falta de disponibilidade e visibilidade de produtos verdes
no duty-free são as principais barreiras à compra.
A nível acadêmico o presente estudo permitiu contribuir para uma melhor compreensão
da importância da sustentabilidade para os compradores do duty-free. A nível empresarial
forneceu insights importantes para gestores e profissionais de marketing do travel retail,
potenciarem as suas estratégias com os seus consumidores.
In terms of retail, duty-free is the most important non-aeronautical revenue source for international airports, and the perfume and cosmetics category is the most representative of duty-free sales. Despite the importance of airport shopping, the industry lacks data on duty-free passenger shopping behavior concerning sustainability. Thus, the present dissertation seeks to study: (1) whether passengers show importance to sustainability in purchasing choices and what are the influencing factors in the purchase of green products in the perfume and cosmetics category, (2) which are the preferences for different types of green products in the duty-free perfume and cosmetics category, (3) reasons why the passenger does not actively look for more green products in the duty-free perfume and cosmetics category, (4) if the passenger is willing to pay more for green products in the duty-free perfume and cosmetics category. This study uses a qualitative approach, and non-probabilistic convenience sampling. Twenty in-depth interviews were conducted. MaxQDA software was used to support the data analysis. Results showed that green products have importance to duty-free shoppers, with perfume being the most preferred type of product. However, passengers are not willing to pay a high price for green products in the perfume and cosmetics category. The lack of availability and visibility of green products in duty-free stores are the main barriers for passengers. At the academic level, this study contributed to a better understanding of the importance of sustainability for duty-free buyers. At the enterprise level, it has provided key insights to travel retail managers and marketers to leverage their strategies with their consumers.
In terms of retail, duty-free is the most important non-aeronautical revenue source for international airports, and the perfume and cosmetics category is the most representative of duty-free sales. Despite the importance of airport shopping, the industry lacks data on duty-free passenger shopping behavior concerning sustainability. Thus, the present dissertation seeks to study: (1) whether passengers show importance to sustainability in purchasing choices and what are the influencing factors in the purchase of green products in the perfume and cosmetics category, (2) which are the preferences for different types of green products in the duty-free perfume and cosmetics category, (3) reasons why the passenger does not actively look for more green products in the duty-free perfume and cosmetics category, (4) if the passenger is willing to pay more for green products in the duty-free perfume and cosmetics category. This study uses a qualitative approach, and non-probabilistic convenience sampling. Twenty in-depth interviews were conducted. MaxQDA software was used to support the data analysis. Results showed that green products have importance to duty-free shoppers, with perfume being the most preferred type of product. However, passengers are not willing to pay a high price for green products in the perfume and cosmetics category. The lack of availability and visibility of green products in duty-free stores are the main barriers for passengers. At the academic level, this study contributed to a better understanding of the importance of sustainability for duty-free buyers. At the enterprise level, it has provided key insights to travel retail managers and marketers to leverage their strategies with their consumers.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Produtos Verdes Duty-free Aeroportos Sustentabilidade Análise Qualitativa Green Products Airports Sustainability Qualitative Analysis
Contexto Educativo
Citação
Mendes, Júlia Potsch (2022). “A importância da sustentabilidade para os consumidores de perfumes e cosméticos verdes no duty-free”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão