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Abstract(s)
O tema green marketing tem sido referenciado ao longo dos últimos anos por diversos autores e é caracterizado por ser um tema cada vez mais utilizado e tendo sido visto como uma oportunidade no mundo empresarial devido às crescentes preocupações ambientais.
Assim, a presente dissertação tem como objetivo perceber qual o impacto que as estratégias de green marketing das empresas estão a ter no mercado e também nos padrões de compra dos consumidores. Mais concretamente, perceber se os consumidores estão a alterar os seus padrões de compra e se têm um comportamento amigo do ambiente acompanhando as preocupações ambientais na aquisição de um produto ou serviço.
Neste sentido, a metodologia utilizada nesta dissertação passou pela recolha de 217 respostas através da realização de questionários individuais aos turistas da região da Serra da Estrela escolhidos de uma forma completamente aleatória e posterior análise com a ajuda do programa de análise estatística IBM SPSS Statistics versão 23. Estas respostas foram analisadas e estão patentes na análise e discussão dos resultados.
Em suma, foram apresentados os resultados, conclusões e futuras linhas de investigação. Foram retiradas conclusões produtivas referentes às estratégias de green marketing em que os consumidores apontam para uma mudança ao nível dos produtos com intuito de minimizarem os riscos ambientais.
The topic green marketing has been referenced to throughout the last years, by various authors and is known for being a subject which has become more and more frequent, as well as a chance in the business world due to the growing environmental concerns. The following dissertation has as main goal to understand what impact the green marketing strategies used by companies, are having on the market, as well as on the consumer’s buying patterns. In other words, trying to understand if consumers are changing their buying habits and if they have an eco-friendly behaviour, which keeps up with environmental concerns, when acquiring a product or service. In this sense, the methodology used on this dissertation is composed by 217 answers, gathered through individual inquests to the region’s tourists (Serra da Estrela), chosen randomly, as well as it’s further analysis with the help of the statistics analysis program IBM SPSS Statistics, version 23. These answers were analysed and are present in the analysis and result discussion. To finish, the results have been presented, along with conclusions and future investigation lines. The conclusions withdrawn which refer to the green marketing strategies were very productive, where the consumers point towards a change as far as products are concerned , in order to reduce environmental risks.
The topic green marketing has been referenced to throughout the last years, by various authors and is known for being a subject which has become more and more frequent, as well as a chance in the business world due to the growing environmental concerns. The following dissertation has as main goal to understand what impact the green marketing strategies used by companies, are having on the market, as well as on the consumer’s buying patterns. In other words, trying to understand if consumers are changing their buying habits and if they have an eco-friendly behaviour, which keeps up with environmental concerns, when acquiring a product or service. In this sense, the methodology used on this dissertation is composed by 217 answers, gathered through individual inquests to the region’s tourists (Serra da Estrela), chosen randomly, as well as it’s further analysis with the help of the statistics analysis program IBM SPSS Statistics, version 23. These answers were analysed and are present in the analysis and result discussion. To finish, the results have been presented, along with conclusions and future investigation lines. The conclusions withdrawn which refer to the green marketing strategies were very productive, where the consumers point towards a change as far as products are concerned , in order to reduce environmental risks.
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Keywords
Consumidor Verde Estratégias das Empresas Green Marketing Padrões de Compra