Influência dos media e green claims no consumidor

: caso da indústria automóvel

Abstract

Lately, there has been a growing concern, both on the part of the consumer and the company itself, to adopt sustainable behaviors that compromise neither the environment nor future generations. People's actions and choices on how to consume certain products and services in detriment of others have an impact on the environment, on social equity, and on personal and collective well-being. Thus, this study sought to deepen this theme, proposing to answer the research question: "How do the different types of media and green claims influence consumer purchasing behavior in the automotive industry”. To this end, a quantitative approach was used, using the questionnaire as the data collection technique, to answer the research question. Thus, evaluating the results, it was concluded that in general social networks are the type of media with the greatest influence on consumer purchasing behavior when it comes to environmentally friendly products/services. However, when we evaluate which types of media consumers prefer to see advertisements related to electric cars, this preference falls on television.

Date of Award	17 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Jorge Julião (Supervisor) & Marcelo Rudolfo Calvete Gaspar (Supervisor)