The role of sustainability in the purchase intention of small kitchen appliances

: the Benelux case

Abstract

Small kitchen appliances are integral parts of our households, and many businesses started tointroduce kitchen appliances in the market with sustainable features. This is why more and moreconsumers want their households to be sustainable in terms of consumptions and they careabout the materials of the appliances standing for instance. However, there are few studies onthe purchase intention of sustainable small kitchen appliances. For this reason, this dissertationaims at understanding what are the main drivers, barriers, and potential user profiles when itcomes to the adoption of sustainable small kitchen appliances for Benelux consumers.After an overview on the market dynamics and a brief competitive benchmark analysis, aliterature review has been conducted, then a research framework has been built. Interviews have been used to develop hypotheses as a way of answering to the research questions of this dissertation while an online questionnaire has been created to collect data to be subsequently analyzed. The results show that brand image, energy efficient features and price considerations are keyfor Benelux consumers. Also, relevant considerations are done based on consumers’ gender, age, and education. Finally, some managerial implications are highlighted for small kitchen appliance companies.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)