A carregar...
Publicação
O papel da preocupação do consumidor com a sustentabilidade social na sua ligação emocional às marcas do setor da cosmética : uma autoestima Cruelty Free?
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.2 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Este estudo analisa o papel da preocupação do consumidor com a sustentabilidade
social, na relação entre a perceção de congruência entre a comunicação das marcas do setor da
cosmética e o autoconceito real e ideal dos consumidores, e a sua ligação emocional às mesmas.
Permite abordar um gap teórico existente na literatura relativo à sustentabilidade social no setor
da cosmética e à ligação emocional do consumidor à marca. Permite também aferir a tendência
de preocupação crescente com a sustentabilidade social, por parte das empresas e dos
consumidores (Marchessou & Spagnuolo, 2021). Esta questão assume relevância devido aos
elevados investimentos realizados pelas empresas, para tornar a sua comunicação congruente
com o autoconceito dos consumidores (Jamal & Goode 2001).
Recorre-se a uma abordagem de investigação qualitativa. São realizadas 20 entrevistas
individuais, analisadas com o apoio do software de análise qualitativa de dados, MAXQDA.
A compreensão do conceito de sustentabilidade social é ainda vaga para a maioria dos
entrevistados e a sua preocupação com a mesma não se reflete no seu consumo. No entanto,
desenvolvem uma ligação emocional com marcas que defendem valores congruentes com os
seus, e cuja comunicação se foca no eu real.
Conclui-se que indivíduos preocupados com a sustentabilidade social, desenvolvem
uma ligação emocional com marcas cuja comunicação é congruente com o seu eu real,
independentemente da sua perceção de congruência consumidor-marca. Já em consumidores
pouco preocupados, a congruência consumidor-marca prevalece e desenvolvem uma ligação
emocional com marcas congruentes com o seu autoconceito, real ou ideal. A principal limitação
identificada prende-se com a incompreensão dos entrevistados acerca do conceito de
sustentabilidade social. Futuramente, sugere-se abordar o tema através de uma perspetiva
quantitativa. Pode-se estudar as diferenças de perceção do consumidor, entre os conceitos de
sustentabilidade social e ambiental e realizar uma análise comparativa das diversas categorias
de produtos de cosmética
This study analyzes the role of consumers' concern with social sustainability, in the relationship between the perception of congruence between brands in the cosmetics sector and the real and ideal self-concept of consumers and their emotional brand attachment. It allows to address a theoretical gap existing in the literature regarding social sustainability in the cosmetics sector and the emotional brand attachment. It also allows monitoring the trend of growing concern with social sustainability, from companies and consumers (Marchessou & Spagnuolo, 2021). This issue is relevant, due to the significant investments made by companies to make their products congruent with consumers' self-concept (Jamal & Goode 2001). A qualitative research approach is used. 20 individual interviews are carried out, analyzed with the support of the qualitative data analysis software, MAXQDA. The understanding of the concept of social sustainability is still vague for most of the interviewees and their concern with it is not reflected in their consumption. However, they develop an emotional brand attachment to brands that uphold values congruent with their own and with brands whose communication focuses on the real self. It is concluded that individuals concerned with social sustainability develop an emotional brand attachment with brands whose communication is congruent with their real self, regardless of their perception of consumer-brand congruence. In less concerned consumers, consumer-brand congruence prevails and they develop an emotional brand attachment with brands congruent with their real or ideal self-concept. The main limitation identified is related to the misunderstanding of the interviewees about the concept of social sustainability. In the future, it is suggested to approach the topic through a quantitative perspective. It is possible to study the differences in consumer perception between the concepts of social and environmental sustainability and carry out a comparative analysis of the different categories of cosmetic products.
This study analyzes the role of consumers' concern with social sustainability, in the relationship between the perception of congruence between brands in the cosmetics sector and the real and ideal self-concept of consumers and their emotional brand attachment. It allows to address a theoretical gap existing in the literature regarding social sustainability in the cosmetics sector and the emotional brand attachment. It also allows monitoring the trend of growing concern with social sustainability, from companies and consumers (Marchessou & Spagnuolo, 2021). This issue is relevant, due to the significant investments made by companies to make their products congruent with consumers' self-concept (Jamal & Goode 2001). A qualitative research approach is used. 20 individual interviews are carried out, analyzed with the support of the qualitative data analysis software, MAXQDA. The understanding of the concept of social sustainability is still vague for most of the interviewees and their concern with it is not reflected in their consumption. However, they develop an emotional brand attachment to brands that uphold values congruent with their own and with brands whose communication focuses on the real self. It is concluded that individuals concerned with social sustainability develop an emotional brand attachment with brands whose communication is congruent with their real self, regardless of their perception of consumer-brand congruence. In less concerned consumers, consumer-brand congruence prevails and they develop an emotional brand attachment with brands congruent with their real or ideal self-concept. The main limitation identified is related to the misunderstanding of the interviewees about the concept of social sustainability. In the future, it is suggested to approach the topic through a quantitative perspective. It is possible to study the differences in consumer perception between the concepts of social and environmental sustainability and carry out a comparative analysis of the different categories of cosmetic products.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
eu ideal eu real auto congruência indústria da cosmética sustentabilidade social ideal self actual self self-congruence cosmetic industry social sustainability
Contexto Educativo
Citação
Santos, Catarina Pais Silva (2022). “O papel da preocupação do consumidor com a sustentabilidade social na sua ligação emocional às marcas do setor da cosmética : uma autoestima Cruelty Free?”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão