A influência das práticas ambientais na imagem e reputação da organização e na perceção do consumidor : estudo de caso Renova

Abstract

Globalization and technological changes have contributed largely in different ways so that new generations and the population in general are increasingly informed about the environmental problems of today. In this context, a new type of consumer appears. They know perfectly what they want and consider the impact that their choices may have on the environment. Thus, organizations saw them selves forced to adopt new strategies to add value to their brands and, consequently, to improve their reputation in terms of environmental responsibility. At the same time, organizations bet on green marketing, as it is a strategy that, in addition to responding to the needs of consumers, also helps raise awareness of the environmental impacts of their choices. In this investigation, basic concepts related to this theme were studied, such as green marketing, green advertising, green consumers, green communication, green organizational image and reputation and the concept of green washing, in order to understand the influence of this type of strategies in the organization's image and reputation and in the consumer's perception of it. In particular, the influence of environmental strategies on the image and reputation of the Renova brand was studied. In this study a mixed methodology was used, applying quantitative methods - the questionnaire - and qualitative ones - the interview and the case study. This investigation enabled a better understanding of the influence of environmental strategies on the brand image and the purchase intention of consumers and made it possible to answer the ethical question that the study proposed about the use of false environmental strategies (greenwashing).

Date of Award	14 May 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)