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Can minimalist advertising shape consumer perceptions of the advertised product’s sustainability?
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Orientador(es)
Resumo(s)
In recent years, individuals have put an emphasis on doing sustainable choices on everyday consumption decisions, resulting in a modification of consumer behavior towards brands. These sustainable concerns have shifted the way companies view the importance of considering the environment when presenting themselves and their products, as the importance of being perceived as an eco-friendly brand keeps growing. Often, minimalism is associated with the idea of sustainability, since the less individuals consume, the lesser their footprint. However, there is little research on how the concepts of sustainability and minimalism intersect.
This research aims to address this gap by investigating how advertising with minimalist aspects leads consumers to associate the advertised brand or product with sustainability concerns. Through both quantitative and qualitative approaches, this dissertation provides findings on how linked these two concepts are perceived to be by the consumers. The gathered insights offer valuable guidance to businesses and marketeers who are looking to be associated with sustainable practices, particularly those who market high-involvement or high-end products, which should consider drafting advertisements with reference to eco-friendly practices when promoting their business. For companies who explore low-involvement products, displaying minimalist assets may also prove valuable to increase the purchase intentions of their customers. This thesis provides not only academical knowledge when it comes to how sustainability is perceived in products with different involvement ranges, but also practical applications to promote environmentally friendly or minimalist advertising to impact the consequent consumption behaviors.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Sustainability Minimalism Minimalist Advertising Sustainable Advertising Purchase Intention Information Overload Sustainable Perception SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 13 - Climate action