Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers
This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation priorit...
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| Julkaisussa: | URI:https://journals.openedition.org/cs, |
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| Päätekijät: | , |
| Aineistotyyppi: | Article ou chapitre numérique |
| Kieli: | Anglais |
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Comunicação e sociedade
2024
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| Aiheet: | |
| Linkit: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_11397 |
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openedition |
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openedition-oai:revues.org:cs_11397 en https://journals.openedition.org/cs/11397 2024-07-17T02:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/1219x https://creativecommons.org/licenses/by/4.0/ Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Brandão, Nuno Goulart Côrte, Bárbara cultura geracional geração millennial valores das marcas comportamento do consumidor decisão de compra generational culture millennial generation brand values consumer behaviour purchase decision This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support. O presente artigo aborda a influência significativa da geração Y ou dos millennials no comportamento de compra e nas interações com a marca. O foco desta geração num mundo melhor e o facto de serem nativos digitais impulsionou mudanças no e-commerce e na forma como as empresas operam. Esta trata-se de uma geração preocupada com o planeta e com o futuro, que conseguiu forçar honestidade e transparência das empresas acerca dos seus produtos, processos e valores. Os millennials estão mais propensos a apoiar marcas que priorizam a responsabilidade social, a sustentabilidade e as práticas éticas. Os valores da marca ganharam destaque, moldando as perceções e o comportamento do consumidor. Esses valores representam as crenças e os princípios que a marca defende e têm um impacto significativo nas perceções dos consumidores sobre esta e o comportamento em relação a ela. O objetivo deste estudo é explorar como os valores da marca IKEA afetam as decisões de compra dos consumidores millennials portugueses. Foi utilizada uma metodologia quantitativa, com a aplicação de um inquérito por questionário, através do qual se obteve 402 respostas junto dos consumidores da marca IKEA. As principais conclusões indicam que os valores da IKEA Portugal impactam significativamente as decisões de compra dos consumidores millennials, especialmente as relacionadas com a relação qualidade-preço, sustentabilidade, responsabilidade social e apoio às comunidades. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
cultura geracional geração millennial valores das marcas comportamento do consumidor decisão de compra generational culture millennial generation brand values consumer behaviour purchase decision |
| spellingShingle |
cultura geracional geração millennial valores das marcas comportamento do consumidor decisão de compra generational culture millennial generation brand values consumer behaviour purchase decision Brandão, Nuno Goulart Côrte, Bárbara Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| description |
This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support. |
| author |
Brandão, Nuno Goulart Côrte, Bárbara |
| author_facet |
Brandão, Nuno Goulart Côrte, Bárbara |
| author_sort |
Brandão, Nuno Goulart |
| title |
Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| title_short |
Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| title_full |
Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| title_fullStr |
Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| title_full_unstemmed |
Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers |
| title_sort |
understanding the role of ikea portugal’s brand values in shaping the purchase decisions of millennial consumers |
| publisher |
Comunicação e sociedade |
| publishDate |
2024 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/11397 |
| _version_ |
1877292359312474112 |