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Publicação
Au Naturel: The impact of Natural Claims on Consumers’ Judgments and Shopping Behaviour of Personal Care Products
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| 2.04 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Natural claims have been increasingly used by brands across a variety of product categories (e.g.,
personal care products) since consumers are becoming highly aware of what they consume and put
into their bodies. The frequency of use of this type of claim suggests that they deliver strong
competitive advantages. The main goal of this research is to investigate the influence of natural claims
on consumers’ judgments and purchase intentions of personal care products and understand the
impact of individual differences (health and environmental consciousness) on the natural-is-better bias
and the health halos evoked by natural claims. A pre-study and an online experiment were conducted,
with a total of 425 products analysed and 256 respondents. Results suggest that natural claims
influence consumers’ product evaluations (perceived efficacy, perceived safety, and sensorial
expectations), and perceived efficacy and sensorial expectations partially moderate the relationship
between natural claims and purchase intentions. Furthermore, findings show that environmental
consciousness moderates the effects of natural claims on consumers’ judgments of perceived efficacy.
The findings extend previous literature in consumer behaviour and the natural-is-better bias by proving
the existence of a bias for personal care products with natural claims. The implications for brands and
policy makers are discussed.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Natural Claims Personal Care Natural-is-better Bias Halo Effects Purchase Intentions Products’ Perceptions