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Advisor(s)
Abstract(s)
Durante as últimas décadas tem-se verificado um aumento no consumo de energia,
especialmente de energia eléctrica, facto que, juntamente com outros aspectos, contribui vivamente para a degradação ambiental e consequentemente para a procura e utilização de energias de fonte renovável.
Contudo, existem ainda alguns obstáculos à aplicação em pleno de políticas de
utilização de fontes renováveis de energia, bem como à sua proliferação. Como tal, têm
sido procuradas outras soluções para salvaguardar o meio ambiente. A poupança de
recursos energéticos é uma delas.
Para a consciencialização desta problemática por parte dos vários agentes económicos,
muito têm contribuído as acções de marketing social e, mais concretamente, do marketing verde, ao promoverem uma mudança cognitiva e comportamental em relação ao ambiente, e ao contribuírem para a divulgação do tema.
Assim, os consumidores têm sido alertados através de diversos meios, nomeadamente
através de campanhas publicitárias, para a importância da poupança de recursos
energéticos como forma de preservar o ambiente.
Posto isto, levantam-se algumas questões, tais como: Quais serão os hábitos de
consumo de energia eléctrica dos portugueses em suas casas?; Qual será o principal
motivo que os leva a agir de determinada forma?; Qual será a importância das campanhas publicitárias no seu comportamento?; Quais serão as características diferenciadoras entre grupos de consumidores relativamente à poupança de recursos energéticos? É a estas questões que este trabalho pretende dar resposta.
During the last decades, there has been an increase in energy consumption, especially of electricity. Which along other things, strongly contributes for the environmental degradation and consequently for the exploration and the use of renewable energy sources. However, there are still some obstacles to full implementation of policies on the use of renewable energy sources, and their proliferation. As such, other solutions have been sought to safeguard the environment. The saving of energy resources is one of them. For the awareness of this issue by the various economic agents, have contributed much of the social marketing activities and, more specifically, the green marketing, to promote a cognitive and behavioural change on the environment and to contribute to the dissemination of the theme. So, consumers have been advised through various means, particularly through advertising campaigns, the importance of saving energy resources as a way to preserve the environment. It raises some issues, such as: What are the habits of consumption of electricity of the Portuguese in their homes?; What is the main reason that leads them to act in a certain way?; What is the importance of advertising in their behaviour?; What are the characteristics differentiating between groups of consumers about the saving of energy resources? It is to these issues that this work is intended to respond.
During the last decades, there has been an increase in energy consumption, especially of electricity. Which along other things, strongly contributes for the environmental degradation and consequently for the exploration and the use of renewable energy sources. However, there are still some obstacles to full implementation of policies on the use of renewable energy sources, and their proliferation. As such, other solutions have been sought to safeguard the environment. The saving of energy resources is one of them. For the awareness of this issue by the various economic agents, have contributed much of the social marketing activities and, more specifically, the green marketing, to promote a cognitive and behavioural change on the environment and to contribute to the dissemination of the theme. So, consumers have been advised through various means, particularly through advertising campaigns, the importance of saving energy resources as a way to preserve the environment. It raises some issues, such as: What are the habits of consumption of electricity of the Portuguese in their homes?; What is the main reason that leads them to act in a certain way?; What is the importance of advertising in their behaviour?; What are the characteristics differentiating between groups of consumers about the saving of energy resources? It is to these issues that this work is intended to respond.
Description
Keywords
Comportamento do consumidor - Energias renováveis Marketing verde