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Impact of healthier choices on consumer well-being and satisfaction with purchase: How Marketing Stimuli Drive Healthier Choices and Transform Consumer Satisfaction and Well-Being?
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Orientador(es)
Resumo(s)
This research investigates the influence of health-oriented marketing stimuli on consumer
satisfaction and subjective well-being. Drawing on theories of consumer behavior and marketing,
the study analyzes how marketing messages that emphasize health benefits affect consumers'
perceptions, satisfaction levels, and overall well-being. A quantitative methodology was applied,
collecting data through an online survey and analyzing it with linear regression techniques. The
results show that marketing stimuli have a statistically significant but relatively small effect on
consumer satisfaction, while their influence on subjective well-being is considerably stronger.
These findings suggest that marketing strategies focused only on immediate satisfaction may miss
opportunities to build deeper and longer-lasting relationships with consumers. Instead,
highlighting health-oriented values can help create positive long-term consumer experiences and
brand loyalty. The study also shows the important role of perceived health benefits in shaping
consumer responses, emphasizing the need for brands to align their communication strategies with
the growing consumer interest in health and well-being. Practical implications are discussed for
marketers aiming to promote healthier choices through strategic messaging. Future research should
explore additional factors such as trust, health consciousness, and the influence of sustainable
consumption trends. Overall, this study contributes to a better understanding of how health-driven
marketing can enhance consumer satisfaction and significantly improve subjective well-being,
offering valuable insights for academic research and marketing practices.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Business Intelligence
Palavras-chave
Marketing Stimuli Health Perception Consumer Satisfaction Subjective Well-Being Consumer Behavior SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption