Publication
A comunicação digital das marcas de cosméticos sobre a causa animal
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| 14.74 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Os consumidores têm adotado práticas mais sustentáveis e ecológicas, mpulsionando a conscientização das marcas de cosméticos em relação aos direitos dos animais e ao uso de produtos "cruelty free". Esta pressão social tem levado as marcas a reverem os seus conteúdos promovendo uma evolução no mercado de cosméticos.
Este estudo tem como objetivo analisar como é que a comunicação digital das marcas de cosméticos, especificamente, a marca Garnier influencia a perceção de compra dos consumidores em relação a produtos "cruelty free/sem crueldade animal".
A crescente conscientização das marcas sobre a causa animal fez com que estas abordassem métodos e estratégias diferentes para destacar valores como, a responsabilidade social e a sustentabilidade.
Nesse sentido, a metodologia deste projeto final apresenta um estudo de caso com uma abordagem quantitativa, foi realizado um inquérito por questionário, onde se aplicou a uma amostra de 101 inquiridos. O resultado obtido demostrou o papel positivo da comunicação digital das marcas de cosméticos, nomeadamente, a marca Garnier sobre a causa animal, na perceção e intenção de compra dos consumidores.
The consumers have adopted more sustainable and ecological practises, boosting cosmetic brands to become more aware of animal rights and the use of "cruelty free products. This social pressure has taken brands to rethink their contentes, promoting an evolution in the cosmetics market. This study aims to analyze how the digital communication of cosmetic brands, specifically, Garnier brand influences consumers' purschasing perceptions regarding "cruelty-free" products. The growing awareness of the brands about animal causes has led to them to adopt different methods and strategies to highlight values, such as social responsibility and sustainability. In this sense, the methodology of this final project presents a case study with a quantitave approach, a questionnaire survey was realized, which was applied to a sample of 101 respondents. The results demonstrated the positive role of digital communication of cosmetic brands, namely the Garnier brand, on the animal cause, in consumers' perception and purschase intention.
The consumers have adopted more sustainable and ecological practises, boosting cosmetic brands to become more aware of animal rights and the use of "cruelty free products. This social pressure has taken brands to rethink their contentes, promoting an evolution in the cosmetics market. This study aims to analyze how the digital communication of cosmetic brands, specifically, Garnier brand influences consumers' purschasing perceptions regarding "cruelty-free" products. The growing awareness of the brands about animal causes has led to them to adopt different methods and strategies to highlight values, such as social responsibility and sustainability. In this sense, the methodology of this final project presents a case study with a quantitave approach, a questionnaire survey was realized, which was applied to a sample of 101 respondents. The results demonstrated the positive role of digital communication of cosmetic brands, namely the Garnier brand, on the animal cause, in consumers' perception and purschase intention.
Description
Keywords
Causa animal Comunicação digital Marcas cruelty free Marcas de cosméticos Produtos cruelty free Publicidade Animal cause Digital communication Cruelty free brands Cosmetic brands Cruelty fre
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CC License
Without CC licence