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Percorrer ESCS - Escola Superior de Comunicação Social por Objetivos de Desenvolvimento Sustentável (ODS) "12:Produção e Consumo Sustentáveis"
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- Analysis of the public policies and constraints limiting the aquaponics industryPublication . Dos-Santos, Maria José Palma Lampreia; Mata, F.Aquaponics is an innovative sustainable method for the simultaneous production of vegetables and fish, enabling localized inland fish farming and vegetable cultivation without the need for artificial fertilizers. To assess the potential development of commercial aquaponics in Europe, a group of European stakeholders and experts were interviewed to analyze their perspectives on the challenges faced by this emerging sector. This paper evaluates and discusses the primary issues encountered by stakeholders, proposing to the public decision makers strategies to address these barriers and constraints. Legal and administrative obstacles in public policies were identified, highlighting the need for a special legal and regulatory framework for aquaponics. Currently, from the European and international public policies bureaucratic inefficiencies, such as duplicated licensing procedures, sales authorizations, and permitting processes, hinder sector growth. Additionally, the use of exotic fish species, such as tilapia (Tilapia spp.), is restricted under existing aquaculture regulations. Alternative freshwater species suitable for integration into aquaponics systems include largemouth bass (Micropterus salmoides), pikeperch (Sander lucioperca), and eel (Anguilla anguilla). To overcome the legal and public policies barriers to the organic certification of aquaponics products, it is recommended that producers collaborate to develop tailored certification schemes specific to the sector. Indeed, strong investment in advertising and marketing targeting European consumers is needed to foster more favorable attitudes and intentions toward promoting this industry.
- Aquaponics as a potential sustainable agri-tech system in Portugal: Stakeholder attitudes, perceptions and perspectivesPublication . Dos-Santos, Maria José Palma LampreiaAquaponics is an Agri-tech frontier in agri-food production systems that synergizes aquaculture and hydroponics in a recirculating, closed system with a low environmental impact. This paper aims to analyze the potential development of commercial aquaponics in Portugal, contributing to sustainable agri-business and food security in the country. The information and data were collected through structured interviews with stakeholders to understand the potential and perspectives of the sector, as well as the regulatory constraints and strategic enablers. The methodology includes univariate methods, a restricted scoping literature review, and mainly qualitative analysis based on interviews with eleven Portuguese stakeholders, including entrepreneurs, academics, policymakers, and practitioners. Based on the information and data, content analysis, key attitudes, perceptions and limitations were identified. The findings reveal a strong perception of administrative and institutional inefficiencies of aquaponics in Portugal, low consumer awareness, and legal inconsistencies and restrictions. Despite these barriers, aquaponics is viewed as a promising and innovative technology with the potential to reduce carbon footprints and agricultural inputs, promote local food systems and short food supply chains, and foster circular economies. The conclusions of this paper highlight the importance of investing in aquaponics and developing research and development schemes to advance the Agri-Teck aquaponics sector, as well as regulatory and institutional reform, certification schemes for aquaponics production, and public engagement to facilitate the scale-up of aquaponics in Portugal.
- Fatores influenciadores da decisão de compra de bebidas espirituosasPublication . Beijoco, Catarina Jambas; Rosário, João Ferreira doO mercado das bebidas espirituosas tem registado um crescimento expressivo, impulsionado pela inovação e pela procura por produtos autênticos e experiências diferenciadas. Neste contexto, torna-se essencial compreender os fatores que influenciam a decisão de compra dos consumidores. Esta dissertação teve como objetivo identificar os principais fatores que influenciam a decisão de compra de bebidas espirituosas em Portugal. Foram analisadas variáveis como os aspetos sensoriais, o preço, a comunicação, a embalagem, a origem e autenticidade, bem como a imagem, o conhecimento e o hábito de consumo da marca. Com base num questionário online aplicado a 278 participantes, das quais 215 compuseram a amostra final para o estudo. Os dados obtidos permitiram confirmar oito das dez hipóteses formuladas. Assim, foi possível concluir que os aspetos sensoriais, o preço líquido, as recomendações de familiares e amigos, a embalagem e a rotulagem, o país de origem, a imagem de qualidade de Marca, o conhecimento da Marca e o hábito de consumo prévio de uma Marca.
- How to effectively communicate brand activismPublication . Miguel, Alexandra; Lopes Miranda, Sandra MarisaGiven the growing expectations on the part of stakeholders for brands to assume greater responsibility towards social issues, it would be expected that most brand campaigns taking an active position on relevant socio-political issues, as is the case with brand activism campaigns, would receive positive feedback from the public. However, there is evidence that brand activism is not always a winning strategy for brands, and can even harm them, especially if the communication of activist campaigns is not efficient, is not aligned with the brand’s conduct or stakeholder’s values or is not considered authentic. In this way, various authors advocate a strategic approach to brand activism, in which companies seek to have an impact on a socio-political level without losing business performance. Based on an extensive review of the most prominent literature in the area and real examples of successful and unsuccessful activist brand communications, this article explores a strategic aspect to brand activism, providing insights into how brands can effectively communicate the causes they defend. Since brand activism remains a non-consensual concept in the business world, this literature review aims to contribute to the debate on how brands can positively engage in brand activism, obtaining greater support from all stakeholders.
- Podcasts de vídeo como ambiente de product placement: efeitos na relação consumidor–marcaPublication . Neto, Luiz Mauro de Oliveira; Silvestre, Cláudia Vasconcelos; Pina, Helena FigueiredoEste estudo examinou como o product placement funciona em podcasts de vídeo, um meio que se tornou importante para marcas, especialmente para alcançar um público jovem. O principal objetivo foi entender como a presença de marcas afeta a perceção dos consumidores, medindo o impacto na notoriedade da marca, na afeição à marca, na sua autenticidade e na intenção de compra. Para tal, recorreu-se a um inquérito por questionário, do qual se obtiveram 104 respostas. De acordo com os dados recolhidos, a amostra é maioritariamente de jovens adultos pertencentes à Geração Z e aos Millennials, identificados na literatura como os principais consumidores de podcasts de vídeo. Os resultados indicam que o sucesso do product placement depende mais de como ele é feito do que da quantidade de vezes que aparece: falar da marca de forma natural e de acordo com os valores de quem apresenta o podcast gerou mais identificação, enquanto anúncios forçados não foram bem recebidos. A pesquisa também indicou que as pessoas tendem a procurar ou pelo menos considerar comprar produtos que veem em podcasts, mostrando que ser autêntico e coerente é essencial para transformar o conhecimento da marca em simpatia do consumidor e em vontade de comprar.