Título: | ANALYSIS OF THE SOCIO-ENVIRONMENTAL FACTOR AS AN INFLUENCE ON PURCHASING BEHAVIOR: DENGO CHOCOLATES CASE STUDY | ||||||||||||
Autor(es): |
JULIA NATALICIO ATAIDE |
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Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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Catalogação: | 27/JUL/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63366@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63366@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.63366 | ||||||||||||
Resumo: | |||||||||||||
This work has as main objective to measure the influence of the socioenvironmental factor on the purchasing behavior, this being communicated through
the green marketing of the brand Dengo Chocolates. To this end, a research was
carried out divided into two stages. The first consisted of an exploratory
investigation to identify the attributes present at the time of deciding to buy
premium chocolates. In the second, a purchase simulation was made, performed
through the method of joint analysis, allowing the measurement of the weights
related to the pre-established purchase criteria, being the B Corp Certification the
ecological attribute. Complementary data were collected through a questionnaire
The results show that the brand is the main factor in making the purchase decision
and that the value of the label s presence is bigger for Generations X, Y, and Baby
Boomers.
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