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Authors
Advisor(s)
Abstract(s)
Desde a década de 70 que a humanidade se encontra em défice ecológico, consumindo
mais do que o próprio ecossistema consegue naturalmente produzir. Este grave problema
fez com que o tema da sustentabilidade se tornasse uma preocupação de vários governos
e organizações que traçam planos e medidas para tentar reverter esta situação.
Por outro lado, a pandemia Covid-19 também teve impacto no comportamento de
consumo de produtos alimentares.
Neste panorama, os consumidores e as marcas desenvolvem um papel essencial na
mudança. Assim, tem-se assistido a uma alteração evolutiva do comportamento dos
consumidores ao longo das últimas décadas, estes tornaram-se num cliente mais exigente,
informado, consistente que procura adaptar os seus hábitos em prol do meio ambiente.
Relativamente às marcas, estas têm adotado estratégias que permitem evitar o máximo de
desperdício possível, como, por exemplo, nas empresas de retalho alimentar, os descontos
extra em produtos em final de prazo de validade, estimulando a compras dos mesmos,
numa tentativa de reduzir o elevado desperdício que é gerado.
O presente estudo pretende perceber o impacto da sustentabilidade e da pandemia no
comportamento do consumidor relativo aos produtos alimentares, tendo em conta um
conjunto variado de fatores.
ABSTRAT: Since the 1970s, humanity has been in an ecological deficit, consuming more than the ecosystem itself can naturally produce. This serious problem has caused the issue of sustainability to become a concern of various governments and organisations that draw up plans and measures to try to reverse this situation. On the other hand, the Covid-19 pandemic also had an impact on the consumption behaviour of food products. In this panorama, consumers and brands play an essential role in the change. Thus, there has been an evolutionary change in consumer behaviour over the past decades. Consumers have become more demanding, informed and consistent customers who seek to adapt their habits in favour of the environment. Regarding brands, these have adopted strategies that allow them to avoid as much waste as possible, such as, for example, in food retail companies, extra discounts on products at the end of their shelf life, stimulating the purchase in an attempt to reduce the high level of waste that is generated. This study aims to understand the impact of sustainability and pandemic on consumer behaviour towards food products, taking into account a varied set of factors.
ABSTRAT: Since the 1970s, humanity has been in an ecological deficit, consuming more than the ecosystem itself can naturally produce. This serious problem has caused the issue of sustainability to become a concern of various governments and organisations that draw up plans and measures to try to reverse this situation. On the other hand, the Covid-19 pandemic also had an impact on the consumption behaviour of food products. In this panorama, consumers and brands play an essential role in the change. Thus, there has been an evolutionary change in consumer behaviour over the past decades. Consumers have become more demanding, informed and consistent customers who seek to adapt their habits in favour of the environment. Regarding brands, these have adopted strategies that allow them to avoid as much waste as possible, such as, for example, in food retail companies, extra discounts on products at the end of their shelf life, stimulating the purchase in an attempt to reduce the high level of waste that is generated. This study aims to understand the impact of sustainability and pandemic on consumer behaviour towards food products, taking into account a varied set of factors.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Sustentabilidade Consciência alimentar Comportamento do consumidor Fatores influenciadores da decisão de compra Pandemia COVID-19 Sustainability Food awareness Consumer behaviour Factors influencing purchasing decisions COVID-19 Pandemic
Citation
Gerardo, J.M. (2022). A decisão de compra tendo em conta a sustentabilidade e o impacto da pandemia COVID-19 [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15652
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social