ROTULAGEM ECOLÓGICA: UM ESTUDO COMPARATIVO ENTRE BRASIL E PORTUGAL

A escassez de recursos naturais, conjuntamente com a deterioração do meio ambiente, é uma realidade dos tempos atuais. Cada vez mais os consumidores buscam produtos amigos do ambiente, e há organizações e empresas que se empenham ativamente na preservação do planeta. Uma forma de sensibilizar para a proteção ambiental é a rotulagem ecológica, que busca certificar e identificar, através de selos, as embalagens e produtos amigos do ambiente. Dentro desse contexto, o rótulo torna-se um importante instrumento de comunicação com o consumidor. Esta investigação pretende analisar vários tipos de rótulos ecológicos de produtos alimentares e de higiene, assim como perceber como os consumidores encaram este tema sob o ponto de vista das vantagens, conhecimento e informação, instrumento de comunicação e fator influenciador na decisão de compra. Em função disso, foi implementada uma investigação qualitativa contemplando análise de conteúdo e focus group com consumidores. Os resultados apontam que nos dois países ainda existe bastante desconhecimento acerca da rotulagem ambiental devido, em parte, à comunicação verde, que é realizada de forma incorreta; para além disso, denota-se um ceticismo significativo em relação à credibilidade dos produtos certificados com os rótulos ecológicos

How claim specificity can improve claim credibility in Green Advertising: Measures that can boost outcomes from environmental product claims

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed

Does the Kind of Bond Matter? The Case of Food Bank Volunteer

The value of volunteers to society is unquestionable. Understanding volunteer's motivations has been regularly recognised by researchers and administrators as a valuable component of volunteer's management. However, why people volunteer remains a studied but unresolved question. Indeed, individuals seem to volunteer their self for many different reasons, some of which may be based on their social situation, age or personal needs. In this study, and taking as unit of analysis the food bank volunteer, it was observed that the main differences between ‘Permanent' and ‘Occasional' volunteers are variables as age, ‘Benefits for own well-being and ‘Being volunteer in other institution'.Volunteer; Volunteering; Motivations; Food Bank

Psicothema

Resumen tomado de la publicaciónEducación emprendedora : relación entre educación y actividad emprendedora. La importancia de la actividad empresarial para el crecimiento económico de los países está bien establecida. La literatura sugiere importantes relaciones entre educación, creación de negocios y desempeño empresarial, así como entre educación empresarial y actividad emprendedora. El objetivo de este artículo es proporcionar algunos esclarecimientos acerca de la educación emprendedora. La literatura sugiere que el indicador más conveniente para evaluar los resultados de la educación emprendedora es la tasa de creación de nuevos negocios. Sin embargo, algunos estudios indican que los resultados de tales programas no son inmediatos. Por tanto, muchos investigadores tratan de comprender los precursores de la creación de negocios, concluyendo que es necesario llevar a cabo estudios longitudinales. Basado en una perspectiva general de la investigación publicada acerca de la relación existente entre la educación emprendedora y la actividad empresarial, se abordan las principales líneas investigadas por diferentes académicos. Para los autores, el impacto positivo de la educación emprendedora pone un doble desafío a los gobiernos en el futuro: la creciente necesidad de fondos financieros para apoyar la educación en la creación de empresas y la elección del programa educativo más adecuado.AsturiasColegio Oficial de Psicólogos de Asturias; Calle Ildefonso Sánchez del Río, 4-1 B; 33001 Oviedo; Tel. +34985285778; Fax +34985281374;Universidad de Oviedo. Facultad de Psicología; Plaza Feijoo, s. n.; 33003 Oviedo; Tel. +34985104146; Fax +34985104126;ES

Empreendedorismo em organizações sem fins lucrativos, empreendedorismo social e hibridismo: Iguais, similares ou diferentes?

Este artigo tem como objetivo geral analisar e aferir se existe igualdade, algumas semelhanças ou diferenças a nível dos conceitos, entre empreendedorismo em organizações sem fins lucrativos, empreendedorismo social e hibridismo. Para tal, foi efetuada uma revisão da literatura existente sobre as temáticas. De seguida foi realizada uma análise à literatura consultada para aferir em relação à igualdade, algumas semelhanças e/ou diferenças entre estas temáticas. Verificou-se que existe uma interdisciplinaridade entre as três temáticas, não foi identificada uma igualdade absoluta, mas foram identificadas sete semelhanças, e apresentadas onze diferenças entre as três temáticas.This article aims to analyze and assess if there is equality, any similarities or differences in terms of concepts, among entrepreneurship in nonprofit organizations, social entrepreneurship and hybridity. For that, a review of the literature was carried out. Then an analysis of the literature was performed in order to assess if the equality, some similarities and/or differences between these themes. can be established. It was observed that there is an interdisciplinarity among the three themes, an absolute equality was not identified, but seven similarities were identified, and eleven differences among the three themes were presented

O MARKETING SOCIAL E A PROMOÇÃO DE MUDANÇAS ESTRUTURAIS NO ALEITAMENTO MATERNO

To assess the practical implications in relation to the breastfeeding behavior, regarding the dimension of the structural problems in the framework of social marketing, a qualitative exploratory research based on the Social Ecological Model (SEM) was developed, through in-depth interviews with lactation counselors and consultants in Portugal. The content of these interviews revealed some of the key barriers to breastfeeding behavior in the dimension of the structural problems and in the context of social marketing

Passenger perceptions of the green image associated with airlines

Environmental issues in air transport have grown in importance in recent years, and in response some airlines have been proactive to demonstrate their ‘green’ credentials. The aim of this paper is to identify air traveller perceptions of different airlines with regard to green image, and how passengers perceive different measures that airlines can introduce to reduce their environmental impact. The research is based on a large quantitative survey, of over 600 air travellers, conducted at Liverpool John Lennon Airport between April and July 2010. The data in this papers stems from a range of attitudinal statements on airlines, and measures that airlines could adopt to improve their environmental performance. When presented with a list of airlines, about half of respondents were able to differentiate between airlines based on environmental friendliness. The results show that low-cost airlines in general are not seen as more or less environmentally friendly than full service network airlines. Yet air travellers do indicate differences in the environmental image based on individual airlines. Furthermore, results vary depending on whether passengers had flown previously with a particular airline. Passengers also differentiate between measures that airlines can adopt to reduce the environmental impact of aviation. Using newer aircraft is seen as the most effective way to address the issue