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Publicação
Brands influence on psychological factors in Sustainable Consumer Behavior: How do emotions, such as guilt, empathy, and pride, influence consumers' choices in ethical and sustainable consumption?
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Autores
Orientador(es)
Resumo(s)
Sustainable consumer behavior has been a predominant field of study in the last decades,
however, the role that certain emotions have in this endeavor has not been yet fully explored. As
a result, this academic research put into investigation the diverse factors that influence
sustainable consumer behavior, taking into consideration three main emotions: pride, guilt, and
empathy, as well as examining the influence of brand factors, as brand image, trust and
awareness have in pursuing consumers to perform sustainable behaviors. For this work, a
research model was developed and tested with data from 206 consumers, resorting to structural
equation modeling. The inclusion of emotions with brand factors reveals a significant relationship
with sustainable consumer behavior, demonstrating that pride is the most significant emotion in
consumer attitude towards sustainability. Overall, the findings and insights of this study can be
used in the marketing and communication field to create campaigns, activities, and projects
showing their concern and work towards a sustainable consumption, which is not only going to
help the environment, but also how brands are perceived.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Sustainability Consumer Behavior Emotions Ethical Brands SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption