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Abstract(s)
O presente estudo teve como principal objetivo compreender se as empresas que
comunicam evidências sobre sustentabilidade têm maior preocupação relativamente ao
tema, partindo da questão: “Qual a imagem/perceção do consumidor sobre as empresas
que comunicam evidências sobre sustentabilidade?”
Para a sua concretização, adotou-se uma pesquisa qualitativa com abordagem
exploratória através da realização de quatro focus group, posteriormente analisados de
acordo com a proposta de Análise de Conteúdo de Laurence Bardin (2016).
A análise realizada permitiu verificar como a sustentabilidade ambiental é um
tema importante e preocupante para os participantes do estudo, como consideram que é
utilizada na estratégia das empresas e como se sentem inseguros com a comunicação
realizada pelas marcas sobre esta temática. A maioria dos inquiridos tem receio de estar
a ser engando por uma estratégia de marketing e garante que só acredita nas informações
deste tema publicadas nas redes socias das empresas quando são comprovadas com estudo
por entidades externas, por exemplo. Relativamente à certificação da sustentabilidade, foi
apresentado o rótulo ecológico da União Europeia, EU Ecolabel, criado em 1992 mas que
sobre o qual nenhum participante tinha conhecimento. Os inquiridos consideram que há
falta de divulgação sobre a certificação da sustentabilidade e que o sustentável ainda não
é um fator decisivo de compra.
Esta investigação permitiu verificar que, embora os consumidores gostem que as
empresas comuniquem evidências sobre a sustentabilidade, preferem que sejam entidades
externas a comprovar as informações das comunicações partilhadas no digital, mas ficam
com uma boa imagem e perceção das empresas que o fazem e que o comprovam.
The main objective of this study was to understand if companies that communicate evidence on sustainability are more concerned about the issue, based on the question: "What is the consumer's image/perception of companies that communicate evidence on sustainability?" To do this, we adopted a qualitative research with an exploratory approach by conducting four focus groups, which were then analyzed according to Laurence Bardin's (2016) Content Analysis proposal. The analysis made it possible to verify how important and worrying environmental sustainability is for the participants in the study, how they consider it to be used in company strategy and how insecure they feel about the communication carried out by brands on this subject. The majority of respondents fear that they are being misled by a marketing strategy and guarantee that they only believe the information on this subject published on companies' social networks when it has been proven by studies carried out by external entities, for example. Regarding sustainability certification, the European Union's, EU Ecolabel, created in 1992, was presented, but none of the participants were aware of it. Respondents believe that there is a lack of disclosure about sustainability certification and that sustainability is not yet a decisive purchasing factor. This research has shown that although consumers like companies to communicate evidence about sustainability, they prefer external entities to prove the information in the communications shared digitally, but they have a good image and perception of companies that do so and prove it.
The main objective of this study was to understand if companies that communicate evidence on sustainability are more concerned about the issue, based on the question: "What is the consumer's image/perception of companies that communicate evidence on sustainability?" To do this, we adopted a qualitative research with an exploratory approach by conducting four focus groups, which were then analyzed according to Laurence Bardin's (2016) Content Analysis proposal. The analysis made it possible to verify how important and worrying environmental sustainability is for the participants in the study, how they consider it to be used in company strategy and how insecure they feel about the communication carried out by brands on this subject. The majority of respondents fear that they are being misled by a marketing strategy and guarantee that they only believe the information on this subject published on companies' social networks when it has been proven by studies carried out by external entities, for example. Regarding sustainability certification, the European Union's, EU Ecolabel, created in 1992, was presented, but none of the participants were aware of it. Respondents believe that there is a lack of disclosure about sustainability certification and that sustainability is not yet a decisive purchasing factor. This research has shown that although consumers like companies to communicate evidence about sustainability, they prefer external entities to prove the information in the communications shared digitally, but they have a good image and perception of companies that do so and prove it.
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Keywords
Comunicação da sustentabilidade Imagem de marca Marketing digital Responsabilidade social corporativa Sustainability communication Brand image Digital marketing Corporate social responsibility