O impacto dos elementos da embalagem na avaliação do caráter sustentável do produto pelos consumidores

Abstract

Over the last few years, with the growing concern for the environment among consumers and the consequent exponential increase in demand for products that are less harmful to the environment, the theme of sustainability has been assuming an increasingly high importance for companies that, to remain competitive in the market, they need to devise new competitive strategies. In the cosmetics market, this profound transformation in consumer behavior has been shaping the industry, which is progressively increasingefforts towards the adoption of an ecologically correct posture and the development of more sustainable alternatives. With the progress and popularity of this trend, theimplementation of communication strategies through packaging has been a strategy carried out by brands, essentially due to the recognition of its crucial role as a vehicle for transmitting product attributes to consumers.Thus, this dissertation, entitled "The impact of packaging elements in the assessment of the sustainable character of the product by consumers", through an experimental study, aims to identify how the visual elements relating to color hue, color saturation , the graphic representation of natural elements and the typology of the packaging, as well as the informational elements relating to claims and environmental certification seals, influence the perception of consumers regarding the sustainable orientation of shampoos, which is the object of study of the investigation . Furthermore, another purpose of this study is to analyze the impact of informational elements on the assessment of thecredibility of environmental claims that are presented on packaging. Thus, we chose to adopt the mixed method, as it is an investigation approach that makes it possible to relate qualitative and quantitative methods. The results obtained suggest that there are packaging elements that can influence consumer perceptions regarding the sustainable character of shampoos, as well as regarding the perceived credibility of the environmental claims that are displayed on the packaging of the same products.

Date of Award	24 Mar 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor) & Pedro Ribeiro (Co-Supervisor)