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Abstract(s)
O consumo despreocupado e inconsciente de bens contrafeitos tem vindo a aumentar, o que coloca em perigo a segurança alimentar, a saúde pública e a proteção das marcas no comércio internacional. Perante a relevância deste fenómeno, procurou-se compreender de que forma o consumidor português conhece e compra produtos contrafeitos, bem como as razões que o impelem a comprar estes bens.
Através de um inquérito por questionário realizado online, procurou-se identificar o perfil e as grandes motivações dos consumidores portugueses para a compra de bens contrafeitos, bem como a perceção de certas realidades, tais como os riscos e consequências desta atividade.
Os resultados do estudo indicam que os consumidores portugueses possuem algum nível de conhecimento relativo à contrafação e do que esta representa enquanto atividade ilegal. Não obstante, essa perceção verfica-se de forma bastante superficial, já que relativamente a questões mais específicas, como os perigos e as consequências desta atividade na segurança e saúde pública, não se observou um grau de consciencialização muito elevado. A idade, o rendimento mensal, o nível de instrução e o estado civil (características ligadas ao consumidor), bem como o preço inferior, a satisfação pessoal, a qualidade do produto, a aparência pessoal e a tipologia do produto (características associadas ao produto) foram identificados como fatores que favorecem a compra de bens contrafeitos.
The careless and unconscious consumption of counterfeit goods has been increasing, endangering food safety, public health and brand protection in international trade. Given the relevance of this phenomenon, the aim of this study was to understand in which ways Portuguese consumers know and buy counterfeit products, as well as the reasons that prompt them to buy these products. A questionnaire survey conducted online sought to identify not only the profile and the main motivations of Portuguese consumers when buying counterfeit goods, but also their understanding of certain real-life scenarios, such as the risks and consequences of this practice. The results of this study indicate that Portuguese consumers have some level of awareness regarding counterfeiting and what it represents as an illegal activity. Nevertheless, this understanding has been proved to be rather superficial. When discussing more specific issues, such as the dangers and consequences that this practise has on the security and public health, it was not recorded a very high level of awareness by Portuguese consumers. Age, monthly income, level of education and marital status (characteristics associated with the consumer), as well as lower prices, personal satisfaction, product quality, personal appearance, and product typology (characteristics associated with the product) were identified as factors which are favourable to the purchase of counterfeit goods.
The careless and unconscious consumption of counterfeit goods has been increasing, endangering food safety, public health and brand protection in international trade. Given the relevance of this phenomenon, the aim of this study was to understand in which ways Portuguese consumers know and buy counterfeit products, as well as the reasons that prompt them to buy these products. A questionnaire survey conducted online sought to identify not only the profile and the main motivations of Portuguese consumers when buying counterfeit goods, but also their understanding of certain real-life scenarios, such as the risks and consequences of this practice. The results of this study indicate that Portuguese consumers have some level of awareness regarding counterfeiting and what it represents as an illegal activity. Nevertheless, this understanding has been proved to be rather superficial. When discussing more specific issues, such as the dangers and consequences that this practise has on the security and public health, it was not recorded a very high level of awareness by Portuguese consumers. Age, monthly income, level of education and marital status (characteristics associated with the consumer), as well as lower prices, personal satisfaction, product quality, personal appearance, and product typology (characteristics associated with the product) were identified as factors which are favourable to the purchase of counterfeit goods.
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Keywords
Contrafação Produtos Consumidores Motivações Riscos Portugal Counterfeiting Products Consumers Motivations Risks