Impacto da gestão de operações na promoção de uma consciência sustentável entre os consumidores

: caso do retalho alimentar

Abstract

Due to its dominance and influence in supply chains regarding product design, production, logistics and other operations; the food retail sector is strategically well-placed to control and reduce its negative impacts on the environment (Shewmake et al., 2020). However, the difficulty in understanding which operations and strategies impact the consumer motivates this study. In this context, this study aims to see how operations management can promote sustainable awareness that leads consumers to adopt more responsible behaviors while increasing the visibility of sustainable products. At the same time, it aims to understand the motivations and barriers to buying them. Thus, after the appropriate literary framework, which provides essential insights for the development of this research, the aforementioned study begins, which follows a qualitative methodology supported by interviews based on the consumer's opinions and experiences. In fact, consumers' opinions on the operations and strategies with the most impact are aligned with their motivations and barriers to sustainability. Price is a very decisive factor in consumer purchasing behavior and strategies aimed at reducing it are successful for the two types of consumers segmented as follows: "buys sustainable products" and "does not buy sustainable products". At the same time, consumers highlight the importance and impact of communication in promoting sustainable awareness.

Date of Award	28 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Jorge Julião (Supervisor)