The goal set for this research is to propose a model of brand management to guide consumer choice to more sustainable options. The model assumes that consumers have varying degrees of awareness on the sustainability of products and services. At the same time, products and services may also be considered in varying degrees of sustainability. Thus the strategy of brands should be to communicate its sustainability aspects in order to reach the consumer who is at the same level. It is expected that from the momentum established by the model, in which more and more information is conveyed about the sustainability aspects of products and services, consumers start to be more aware or at least more informed. The independent variables were the brand’s image and the price. The dependent variable was the participant's intention of purchase. There were 402 consumers subjected to the quasi-experiment. The results were analyzed at brand level and, in general, shows that more sustainable brands grew in participant’s preference after they received information about the sustainability aspects of that type of product, but this gained preference were partially lost when participants were aware of product’s prices.
This research examined the concepts of sustainability on an university campus. To sustain this theme, firstly it was brought up the debate on need to seek a sustainable development, then the challenge that organizations face to suit this purpose and, finally, the reflection on the role of the university on this perspective. Thus, the questions that establish the course of the study are: what is a sustainable campus? And how does it work a management model that integrates the values of sustainability? To answer the first question, it was looked for support in the academic theoretical framework. The aspects that indicate the sustainability of a university campus were analyzed and a chart that synthetizes these aspects was made, being applied as a standard for the field study. The field study aimed to answer the second question of this research: how does it work a management model that integrates the values of sustainability? This was accomplished through a case study on the campus of PUC-SP at Barueri. Data collection for this study came about through in-depth interviews conducted with employees from the campus, analysis of documents provided by the direction of campus and participant observation conducted by the researcher. Evidence shows that the social group under analysis is in an early stage of the quest for sustainability. However, it presents actions on almost all the investigated aspects.
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