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Green or greenwashing? The influence of eco-labels on eco-conscious consumers and their purchase intentions / Cátia Andreia Pereira Vilaça ; orient. Fernando Santos

Main Author Vilaça, Cátia Andreia Pereira Secondary Author Santos, Fernando Publication Porto : IPAM, 2022 Description 109 p. Series Dissertação de Mestrado. Marketing Abstract With the rising concern regarding climate change and its devastating effects on the planet, an increasing number of consumers are beginning to pay more attention to how their purchases affect the environment. They are known as eco-conscious consumers. This dissertation focuses on those consumers and their attitudes and intentions regarding eco-labels. The purpose is to understand how eco-labels influence eco-conscious consumers and their purchase intention. Regarding the methodology, a qualitative approach was adopted and one focus group as well as eleven interviews were conducted with eco-conscious consumers. Findings exhibited that, in the view of this study’s participants, there is a paradox between eco-conscious consumers’ feelings and their intentions towards eco-labels, in the sense that their suspicions and confusion have no negative influence on purchase intention. It was also found that true proof of greenwashing, however, completely ceases their purchase intention. This study indicates that, among other things, companies and eco-label providers must strive to prevent confusion and skepticism as well as completely refrain from practicing greenwashing. Topical name Consumo
Consumidor - Comportamento
Responsabilidade social - corporativa
Marketing ambiental CDU 366 Online Resources Disponível no Repositório
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Item type Current location Call number Status Date due Barcode Item holds
E-resource Biblioteca IPAM Porto
DM 366 VIL 11355 Presencial/Restrito 11355
Total holds: 0

Dissertação de Mestrado

With the rising concern regarding climate change and its devastating effects on the planet, an increasing number of consumers are beginning to pay more attention to how their purchases affect the environment. They are known as eco-conscious consumers. This dissertation focuses on those consumers and their attitudes and intentions regarding eco-labels. The purpose is to understand how eco-labels influence eco-conscious consumers and their purchase intention. Regarding the methodology, a qualitative approach was adopted and one focus group as well as eleven interviews were conducted with eco-conscious consumers. Findings exhibited that, in the view of this study’s participants, there is a paradox between eco-conscious consumers’ feelings and their intentions towards eco-labels, in the sense that their suspicions and confusion have no negative influence on purchase intention. It was also found that true proof of greenwashing, however, completely ceases their purchase intention. This study indicates that, among other things, companies and eco-label providers must strive to prevent confusion and skepticism as well as completely refrain from practicing greenwashing.

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