Branding and consumer behavior

: a study of purchase intent and food healthiness perception

Abstract

This internship report looks at how consumer behavior and purchase intent for sustainable products, including glass jars, are affected by social media techniques, particularly on Instagram. The experience acquired during an internship at PearlJars, a lifestyle company that promotes environmentally friendly glassware alternatives, is the main topic of the paper. Developing and managing social media material, coming up with marketing plans, and examining statistics related to user engagement such as likes, comments, and saves were all part of the internship. These strategies were seeking to build consumer loyalty and raise brand awareness, especially for products with a sustainability focus. This study investigates the influence of consumer engagement and purchase intent on posts related to four content themes: product features, sustainability, recipes, and health. Additionally, this research wants to examine the use of green marketing strategies and how well they impact consumers' opinions on products that are environmentally friendly. This experience provided valuable insights into the impact of social media on branding and consumer behavior, improving the understanding of digital marketing's role in promoting sustainability.

Date of Award	16 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)