A relação entre a oferta de produtos sustentáveis de insígnia e a lealdade dos consumidores millenial

: estudo de caso Pingo Doce Ecodesign

Abstract

This dissertation focuses on the relationship between an independent variable, sustainability, and a dependent variable, Millennial consumer loyalty. The combination of these two variables is justified by the importance of understanding how the Millennial generation is impacted by the performance and sustainable innovation of brands, specifically in the offer of sustainable branded products in the retail market in large surfaces.Over the last few decades, there has been a growing interest in the subject of sustainability, followed by a clear concern of individuals regarding the impact that their behaviour as consumers has on the environment. This investigation was applied in the retail sector on the Pingo Doce Ecodesign brand case study. Sustainability has been a driving force behind innovation in Pingo Doce's own brand, not only to meet the needs of a modern market, but also to reach a specific consumers’ niche.The investigation of this phenomenon started from a mix character study, with a questionnaire survey and interviews with nine regular consumers of the brand. Both methods are dedicated, in a first phase, to the theme in general, and in a second phase, specifically to the Pingo Doce Ecodesign brand. The results obtained by the investigation demonstrate a positive impact of this Pingo Doce strategy on consumer loyalty in the age group studied. The offer of sustainable branded products makes the combination of price, quality, and sustainable component verified, three essential factors for the Portuguese Millennial consumer, which is something that is not always present or even possible in supplier brands.

Date of Award	13 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)