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Consumer Identity and the Sustainable Market : The Greenwashing Effect Across Multi-brand Consumption = = "A Identidade do Consumidor e o Mercado Ecologico: O Efeito Greenwashing no Consumo de Multimarcas.".

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Identity and the Sustainable Market : The Greenwashing Effect Across Multi-brand Consumption =/
其他題名:	"A Identidade do Consumidor e o Mercado Ecologico: O Efeito Greenwashing no Consumo de Multimarcas.".
作者:	Alves, Joana Goncalves de Azevedo.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	80 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-09, Section: B.
Contained By:	Dissertations Abstracts International83-09B.
標題:	Self image. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28992003
ISBN:	9798209807773

Consumer Identity and the Sustainable Market : The Greenwashing Effect Across Multi-brand Consumption = = "A Identidade do Consumidor e o Mercado Ecologico: O Efeito Greenwashing no Consumo de Multimarcas.".
Alves, Joana Goncalves de Azevedo.

Consumer Identity and the Sustainable Market : The Greenwashing Effect Across Multi-brand Consumption ="A Identidade do Consumidor e o Mercado Ecologico: O Efeito Greenwashing no Consumo de Multimarcas.". - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 80 p.

Source: Dissertations Abstracts International, Volume: 83-09, Section: B.

Thesis (Master's)--Universidade Catolica Portugesa (Portugal), 2021.

This item must not be sold to any third party vendors.

Slowly but surely, consumer's imperatively green markets shape the marketing agenda progressively. The requirement of environmental concerns led to developments in approaches to launching a sustainable offering, either driven by companies wanting a contribution to environmental issues and green identity pursuing or by companies which befriend the need of keeping up with their market share. Nonetheless, apart from taking an interest in sustainable living, brands started to use its parent-brand to enter new categories and markets: brand extensions. This strategy has not only the goal of increasing awareness for the brand name but also enhancing profitability from offerings in more than one product category. As a purpose, this paper approaches how consumer identity influences consumer considerations regarding green scales of green contribution according to their environmental fit perceptions, comparing from the greenwashing impact of a whole parent brand to only a brand extension.To a better evaluation, it was elaborated a survey concerning brand and brand extension within purpose-driven brands that advocate sustainability and the brands that repudiate the greenwashing effect. Through the understanding of data manipulation, the goal is to comprehend, within the factors that affect green brand perception, at which extend consumer identity influences the decision on grading both parent brand and brand extensions as well as at what measure this happens.

ISBN: 9798209807773Subjects--Topical Terms:

3435317
Self image.

Consumer Identity and the Sustainable Market : The Greenwashing Effect Across Multi-brand Consumption = = "A Identidade do Consumidor e o Mercado Ecologico: O Efeito Greenwashing no Consumo de Multimarcas.".
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500 $a Source: Dissertations Abstracts International, Volume: 83-09, Section: B.
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502 $a Thesis (Master's)--Universidade Catolica Portugesa (Portugal), 2021.
506 $a This item must not be sold to any third party vendors.
520 $a Slowly but surely, consumer's imperatively green markets shape the marketing agenda progressively. The requirement of environmental concerns led to developments in approaches to launching a sustainable offering, either driven by companies wanting a contribution to environmental issues and green identity pursuing or by companies which befriend the need of keeping up with their market share. Nonetheless, apart from taking an interest in sustainable living, brands started to use its parent-brand to enter new categories and markets: brand extensions. This strategy has not only the goal of increasing awareness for the brand name but also enhancing profitability from offerings in more than one product category. As a purpose, this paper approaches how consumer identity influences consumer considerations regarding green scales of green contribution according to their environmental fit perceptions, comparing from the greenwashing impact of a whole parent brand to only a brand extension.To a better evaluation, it was elaborated a survey concerning brand and brand extension within purpose-driven brands that advocate sustainability and the brands that repudiate the greenwashing effect. Through the understanding of data manipulation, the goal is to comprehend, within the factors that affect green brand perception, at which extend consumer identity influences the decision on grading both parent brand and brand extensions as well as at what measure this happens.
520 $a Progressiva e imperativamente, os mercados verdes do consumidor tem vindo a moldar a agenda de marketing. A exigencia de preocupacoes ambientais levou a desenvolvimentos nas abordagens para o lancamento de uma oferta sustentavel, quer impulsionada por empresas que desejam uma contribuicao para as questoes ambientais e a busca de uma identidade verde, quer por empresas cuja necessidade se sustenta em manter a sua quota de mercado. No entanto, alem de se interessarem por uma vida sustentavel, as marcas comecaram a utilizar a sua marca-mae para entrar em novas categorias e mercados: extensoes de marca. Esta estrategia tem nao so o fundamento de realcar o conhecimento do nome da marca, mas tambem de aumentar a rentabilidade das ofertas em mais do que uma categoria de produtos. Como objetivo, este documento aborda a forma como a identidade do consumidor influencia as suas consideracoes em relacao as escalas verdes de contribuicao das marcas de acordo com as suas percecoes de adequacao ambiental, comparando-as desde o impacto do greenwashing numa marca-mae a apenas numa extensao de marca.Para uma melhor avaliacao, foi elaborado um inquerito relativamente a marca e a sua extensao dentro do mercado orientado para fins que defendem a sustentabilidade e que se opoem ao greenwashing. Atraves da compreensao da manipulacao de dados, o objetivo e compreender, dentro dos factores que afetam a percecao da marca verde, a identidade do consumidor influencia melhor a decisao de classificar tanto a marca mae como as extensoes de marca e em que medida isto acontece.
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