Changing from plastic to ecologically-designed bottles

: the impact on brand valuations

Abstract

The present dissertation studies consumers’ valuations concerning the change of plastic bottles to ecologically-designed bottles by brands. An experimental study was conducted to investigate if the different levels of brand familiarity (low vs. high) and engagement with social issues impact consumers’ willingness to pay (WTP), likelihood of purchase and consumer perceived ethicality (CPE), for the two types of bottles. Results show that consumers’ brand valuations are higher when the eco-bottle is presented, showing that there is more willingness to pay and likelihood of purchase this type of bottle. Indeed, consumers’ level of ethicality perception with a brand is also increased when a brand changes from plastic to ecologically-designed bottles. Interestingly, this effect is mostly observed for low familiar brands even when consumers have low levels of engagement with social issues.

Date of Award	7 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)