Organic vs premium products: when pride is more important than product quality

Detalhes bibliográficos
Autor(a) principal: Vieira, Camilla Wanick
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/98832
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
id RCAP_43224b2b0dc24114214ab4e953a19fcf
oai_identifier_str oai:run.unl.pt:10362/98832
network_acronym_str RCAP
network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository_id_str https://opendoar.ac.uk/repository/7160
spelling Organic vs premium products: when pride is more important than product qualityConsumer behaviorOrganic productsPremium productsPrideDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe growing concern with the environment over the past years reflects into changes in consumer behavior and an increased willingness to buy products that are benign for the planet. This study investigates the behavior of consumers when choosing between a product that is perceived to be green and more sustainable and another product that is perceived to offer superior quality (e.g. premium), in order to better understand consumer behavior. For the development of this research, two separate experimental studies were conducted. The first was a pilot study based on respondents’ habits to choose which green product between organic, from fair trade and from local production would be used in the main study. After choosing the organic category, a second study was performed to explore the effects that environmental values, product quality, price and pride (as an emotion) have on consumer’s perception and what influence would they have in consumer purchase satisfaction when choosing between an organic and a premium olive oil. The findings of this study is aligned with previous literature as it reinforces consumers’ interests in the environment and their health. For instance, findings demonstrate that the ones who buy organic products show a considerably increased environmental concern than those who buy premium products, that purchase satisfaction is moderated by environmental values and that organic products are perceived to be healthier than premium ones. Furthermore, our results demonstrate that price and quality would not influence the perception of an organic product, whereas perception would be strongly affected by consumers’ feeling of pride. More specifically, this research evidences that pride mediates consumer satisfaction depending on the product chosen (organic or premium) and that consumers feel prouder when consuming an organic than a premium product regardless of its quality, which brings meaningful value to marketers as it helps them understand customer needs by studying their sustainable beliefs, values, attitudes and behaviors.Pinto, Diego CostaRUNVieira, Camilla Wanick2020-06-04T09:18:24Z2020-05-202020-05-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/98832TID:202484394enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:45:51Zoai:run.unl.pt:10362/98832Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:17:13.461929Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Organic vs premium products: when pride is more important than product quality
title Organic vs premium products: when pride is more important than product quality
spellingShingle Organic vs premium products: when pride is more important than product quality
Vieira, Camilla Wanick
Consumer behavior
Organic products
Premium products
Pride
title_short Organic vs premium products: when pride is more important than product quality
title_full Organic vs premium products: when pride is more important than product quality
title_fullStr Organic vs premium products: when pride is more important than product quality
title_full_unstemmed Organic vs premium products: when pride is more important than product quality
title_sort Organic vs premium products: when pride is more important than product quality
author Vieira, Camilla Wanick
author_facet Vieira, Camilla Wanick
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Vieira, Camilla Wanick
dc.subject.por.fl_str_mv Consumer behavior
Organic products
Premium products
Pride
topic Consumer behavior
Organic products
Premium products
Pride
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2020
dc.date.none.fl_str_mv 2020-06-04T09:18:24Z
2020-05-20
2020-05-20T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/98832
TID:202484394
url http://hdl.handle.net/10362/98832
identifier_str_mv TID:202484394
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833596581531615232

Registros relacionados