Impacte do conceito ECO na cadeia de abastecimento e no marketing do vinho Foral D. Henrique

Abstract

Climate change imposes a new paradigm in Management, a dynamic balance between sustainability and profit. Entrepreneurship in wine business may go through Green Management, aiming to generate increased value to product and consequent competitive advantage. An "ECO" production process was developed for the Foral D. Henrique brand, using lighter bottles with dimensions that allow the transport of larger quantities. The actual production of Foral D. Henrique "ECO" made it possible to analyze the influence on the purchase decision of the bottle and the "ECO" brand, and the value added to the brand in profit and notoriety, using Foral D Henrique 2015 and the Foral D. Henrique "Ecova Sedução" as balance. This study is a mixture of Causal Study and Descriptive Study that systematically, logically and robustly analyzes the buying behaviors of the respondents regarding the new product created exclusively to be object of this study. A comparative analysis of the cost structure of the products and their supply chain was also made, with a projection of the economic impact on the costs and revenues of the Adega Cooperativa de Mangualde, CRL. These changes have resulted in a reduction in the cost of production and transport of 4.61% and from the environmental point of view, in a decrease of 7,06% in waste introduced into the supply chain. The results of the survey indicate that consumers when less informed give more importance to the aspect and when more informed value the price. The Eco concept is valid as long as the message is correctly communicated to the consumer, with 67.2% of the respondents willing to pay more, which can have a 4.48% impact on the billing at the point of sale. The key to green business success is communication.

Date of Award	15 May 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Pereira (Supervisor)