Dissertation submitted in partial compliance with the requirements for Master‟s Degree of Technology: Marketing, Durban University of Technology, 2007. Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007. xv, 205 leaves / Cause related marketing (CRM) is becoming a popular marketing strategy used by brand managers, retailers and service companies. It can be described as a marketing strategy that links charities or ‘causes’ with the sales of a product, brand or service. The charity is mentioned in promotional campaigns and a certain percentage is donated to the cause in accordance with unit sales or turnover. A study was conducted in the eThekweni region of Kwazulu Natal, South Africa to gather information on this issue. The study was a quantitative survey and data was collected by means of an interview process. The overall objective of this study was to gain an understanding of consumer behaviour towards companies using CRM in the greater eThekweni region. This objective was made up of three sub-objectives. The first subobjective was to identify whether eThwekeni consumers would switch brands to a company involved with CRM, if price and quality were equal. This was followed by subobjective two, which was to establish whether particular socio-demographic characteristics of consumers would be related to their evaluation of a CRM offer. Finally, sub-objective three was to establish whether those same socio-demographic characteristics would be related to the selection of specific causes. / M

Aim: The aim of this thesis is to analyse the influence of social media on fast fashion e-commerce multinational businesses and to identify the aims of Corporations using social media and why they adopt it as a marketing strategy to meet their long term objectives.   Methodology Approach:  This research study utilised a qualitative approach which comprises of primary and secondary data in order to conduct research and gather empirical evidence to evaluate the research aims and questions and to fill the gap that previous researches have not sufficiently covered. This thesis involved the use of a multiple case study by interviewing four international fast fashion companies based in Sweden, Stockholm. These companies are Bik Bok, River Island, Monki and Vero Moda. The researcher used a face to face interview method and telephone method. In total ten (10) interviews have been conducted.   Findings: The main finding of this research study is that the four e-commerce companies employed social media as a marketing strategy. Through thorough analysis it was found that Instagram was the most dominant of all social media platform. The use of social media marketing is vital for these fast fashion e-commerce businesses as they can have direct contact with their customers, attract new customers and to get to know their target market. These four companies opened an e-commerce business to offer product datasheet and to expand market for niche products. However, social media have also influenced few of these e-commerce businesses by the use of word of mouth.   Limitations: The limitation of this study is the lack of having the perspective of managers in the department of social media. The work could have been improved if the researcher was able to be in contact with those people in order to have a better validation of this research study. Moreover, there were inadequate resources or authors that have specifically covered the influenced of social media on fast fashion e-commerce firms and how they operate.  This could be seen as the research gap.   Suggestions For Further Research: As this research study only covers the influence of social media on fast fashion e-commerce businesses.Further study can be conducted on the perspective of fast fashion e-commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than only collecting data from 2 or 3 people from each company. There might be a possibility if the chosen sampling  was bigger; the  researcher could have  had more  concrete  and solid research study.

Master of Science / Department of Landscape Architecture and Regional & Community Planning / Huston Gibson / Communities are currently faced with the issue of integrating sustainable practices into citizen lifestyles, a problem that can be addressed through behavior changes strategies. Higher education institutions can provide a testing ground for different behavior change strategies, specifically the Fogg Behavior Model (FBM) and its application to the social structures that are important in community-based social marketing (CBSM). This research proposes to examine FBM among Kansas State University faculty and staff as a viable CBSM approach for sustainable behavior change. A targeted behavior and trigger for the targeted behavior were selected. The trigger was implemented among select university departments with both pre- and post-experiment surveys distributed to assess trigger effectiveness and limiting factors to ability and motivation. The research showed an increase to the targeted behavior due to trigger implementation and described ability and motivation limiting factors within those select departments. With further investigation into these limiting factors and a widespread trigger effectiveness study, FBM could serve as an effective model that addresses social behavior change within a CBSM framework. FBM’s potential success in a university setting bodes well for its success in communities and a community-based social marketing approach to create sustainable behavior change.

Master of Science - Agricultural Education and Communication / Department of Communications and Agricultural Education / Lauri M. Baker / Kansas and Oklahoma were in the top five cattle producing states in the United States. Beef cattle producers across Kansas and Oklahoma had access to best management practices (BMPs) for proper grazing land management, but were still underutilizing these practices. This study sought to understand why producers did not adopt grazing BMPs suggested by Extension professionals and to identify opportunities to improve communication and adoption. Under the postulates of elaboration likelihood model (ELM), if BMPs were communicated to producers in a way that persuaded them to adopt BMPs, the resiliency of the entire beef cattle grazing system, would increase. This study was guided by community-based social marketing (CBSM) and elaboration likelihood model (ELM). Semi-structured qualitative interviews were conducted with 43 producers in north central Oklahoma and south central Kansas during the summer of 2015. Initial participants were recruited using a purposive sampling method through Extension contacts with a snowball sample after initial participants were identified. Interviews were transcribed by a professional transcription service and analyzed using Glaser’s constant comparative method. Producers in the study were aware of BMPs like rotational grazing, prescribed burning, and the usage of alternative forages. The major themes discovered in this study include Producers had varying definitions of both rotational grazing and cover crops; Producers used each other, Extension and university materials and personnel as information sources; Practices producers used were determined by visual observations and past experiences. Barriers and social constrains to the adoption of BMPs that were discovered included: water availability and quality, land leases, time and labor, land lords, generational gaps, and a lack of skilled employees. Producers saw the benefits of burning practices and rotational grazing. Another major theme was drought tested the resiliency of producer’s operations. This study offers several recommendations for Extension professionals and research. The way that Extension agents were communicating BMPs should be researched and analyzed. The implementation of CBSM and ELM by Extension professionals could increase the adoption of BMPs in grazing systems. A major implication of this study was the need for Extension to more openly communicate with producers rather than just exchange information.

Introdução. A complexidade da cadeia produtiva de alimentos (CPA) torna a Inocuidade de Alimentos (IA) questão fundamental em Saúde Pública, sendo os consumidores co-responsáveis neste processo. Objetivo. O objetivo geral foi identificar atitudes de consumidores em Unidades de Alimentação e Nutrição no município de São Paulo acerca da IA, sob a perspectiva da responsabilidade compartilhada. Metodologia. Pesquisa social de caráter exploratório que utilizou um instrumento previamente desenvolvido e testado. Foi desenvolvida em três fases: (1) abordagem qualitativa para levantar representações sociais sobre o tema (n=66); (2) desenvolvimento de um instrumento quantitativo para avaliar atitudes em IA a partir do material empírico da etapa anterior, utilizando escala de concordância/discordância com cada um dos itens (tipo Likert 5 níveis); (3) inquérito com amostra representativa de cada serviço (grupos X n=230; Y n=275), onde também foram coletados dados sócio-econômicos e demográficos (utilizando critério brasileiro oficial) que permitiram comparações entre os grupos. Foi adotada a técnica Discurso do Sujeito Coletivo e seus preceitos teóricos para tratamento dos dados qualitativos e construção dos itens da escala. O instrumento foi testado (n=61) para análises de confiabilidade (índice de discriminação dos itens e cálculo do coeficiente Alfa-Cronbach-). Por fim, foram executadas análises descritivas, comparação de médias de escores entre os grupos para segmentação dos consumidores, e Análises de Componentes Principais (ACP) para extrair estruturas subjacentes de padrões de atitude em cada grupo. Resultados. As representações sociais diferiram de acordo com o perfil sócio-econômico e demográfico dos grupos. A escala final de atitudes (25 itens) obteve boa consistência interna (=0,65) e discriminação de itens (p<0,05). O grupo Y (menor nível educacional e poder de compra) apresentou maior média de concordância com itens de sentido negativo perante o tema. Na primeira ACP foram extraídos 10 (grupo X) e 8 (grupo Y) fatores ortogonais explicando uma variância de 61,4 por cento e 54,1 por cento, respectivamente. Foi observada uma melhor discriminação de atitudes entre os grupos a partir de uma segunda ACP. Ambos os grupos atribuíram valor ao nutricionista e identificaram papel preponderante dos órgãos governamentais e menor grau de responsabilidade do consumidor no cenário de IA. A preocupação com doenças transmitidas por alimentos pareceu ser um bom fator discriminante entre os grupos. O envolvimento do consumidor na CPA se estabelece com padrão de atitudes diferenciado segundo características sócio-econômicas. Discussão e Conclusão. Utilização de parâmetros estéticos e sensoriais para avaliar segurança de alimentos, maior preocupação com alimentos cárneos e maior nível de percepção de risco com insumos agrícolas corroboram os dados da literatura internacional. Os achados permitem o direcionamento de estratégias em marketing social para o aperfeiçoamento de ações educativas e de comunicação de risco, contribuindo para o direcionamento de políticas públicas para o foco no consumidor / Introduction. The complexity of food supply chain makes the Food Safety key issue in Public Health, and demands consumers share responsibility. Objective. The objective of this study was to evaluate consumer attitudes towards Food Safety focusing shared responsibility, in two different foodservices in the city of São Paulo, Brazil. Methodology. Exploratory consumer research that used a survey questionnaire previously developed and tested. The study was developed in three phases: (1) qualitative approach to raise the social representations (n= 66); (2) the development of an attitude scale, based on the empirical material produced in phase 1, to assess individuals agreement/disagreement to each item (5-Likert); (3) survey with a representative sample (n=230 group X, n= 275 group Y), which were also collected socio-economic and demographic data (based on Brazilians official criteria) to compare groups. The qualitative technique Collective Subject Discourse and its theoretical framework were used to construction scale items. The instrument was tested (n= 61) for reliability analysis (item analysis, Pearsons correlation, and Cronbachs alpha coefficient-). Finally, was performed descriptive analysis, comparing mean scores between groups for targeting consumers, and Principal Component Analysis (PCA) was carried out to summarize the information for target and comparison groups. Results. The social representations differed according to the socio-economic and demographic status. The attitude scale (25 items) reached a good internal consistency ( = 0.65) and item discrimination (p<0.05). The group Y (lower educational level and purchasing power) showed higher mean agreement with negative statements. Ten (group X) e 8 (group Y) orthogonal factors were extracted in the first PCA, explaining a variance of 61.4 per cent and 54.1 per cent respectively. Better attitude pattern discrimination was observed from a second PCA. Both groups of consumers attributed great value to the nutritionist in the restaurant, identified key role of governmental agencies, and less responsibility to consumers related to Food Safety. The concern with foodborne diseases appeared as a discriminating factor between groups. The type of consumers involvement with the food supply chain varies according socioeconomic characteristics. Discussion and Conclusion. The use of aesthetic and sensory parameters to assess Food Safety, greater concern with flesh foods and higher level of risk perception of agrochemical hazards corroborate the literature. These findings allow the targeting of social marketing strategies for the improvement of nutritional education and risk communication, contributing to the direction of public policy focusing the consumer

A presente tese teve como objetivo identificar fatores que influenciam o comportamento de consumo ambientalmente mais favorável e, a partir desse processo, evidenciar subsídios às decisões de marketing social voltado para a adoção desse comportamento. Para atender a esse objetivo, buscou-se organizar o referencial teórico inicialmente com um entendimento sobre o relacionamento entre marketing societal e marketing social, passando pelas aplicações de marketing verde e de marketing de idéias. Na seqüência, esse referencial incorporou aspectos teóricos que envolvem o comportamento do consumidor, bem como estudos aplicados à verificação desse comportamento sob a ótica ambiental. A análise exploratória realizada a partir desse referencial teórico-empírico evidenciou a presença de distintas dimensões comportamentais dentro do construto do comportamento de consumo ambientalmente favorável, além das conclusões controversas envolvendo vários fatores de influência sobre essas dimensões comportamentais, o que deu encaminhamento para a realização de uma pesquisa de campo que contribuísse para a identificação dos fatores com influência comum nessas dimensões comportamentais. O modelo de pesquisa de campo foi de caráter descritivo, utilizando o método quantitativo por levantamento amostral junto a 509 consumidores responsáveis pelas compras do domicílio, com idade a partir de dezoito anos, residentes na Região do ABC Paulista. Os resultados gerados, a partir da utilização da técnica de análise multivariada denominada General Linear Models (GLM), mostraram três fatores de influência comum estatisticamente significante sobre as dimensões comportamentais ambientalmente mais favoráveis (interesse ambiental, inconveniência de ser ambientalmente amigável e grau de comprometimento ambiental), do conjunto de vinte e um fatores integrados ao modelo, além de outros seis descartados durante o processo de estruturação desse modelo. Esse resultado, acrescido de orientações provenientes da análise exploratória, sugeriu o desenho de um modelo de comportamento de consumo ambientalmente favorável, cuja aplicação poderá ser implementada em novos estudos, bem como um conjunto de subsídios às decisões do composto de marketing social voltado para a adoção do comportamento ambientalmente mais favorável. / This current work has the purpose of identifying factors that influence the most environmentally favorable consumer behavior and, from this process on, evidence support to social marketing decisions oriented to the adoption of such behavior. In order to understand such purpose, an organization of the theoretical references was sought, initially trying to understand the relationship between societal marketing and social marketing, moving on to green marketing applications and the marketing of ideas. After that, these references incorporated theoretical aspects that involve consumer behavior, as well as studies applied to the verification of such behavior under the environmental standpoint. The exploratory analysis carried out after this empirical theoretical set of references evidenced the presence of distinct behavioral dimensions inside the environmentally favorable consumer behavior. Besides that, the controversial conclusions involving several influence factors regarding these behavioral dimensions, led to the performance of a field research that contributed with the identification of factors that bear common influence in those behavioral dimensions. The adopted research model was the one of descriptive character, using the quantitative method by sampling 509 consumers responsible for their household purchases, aged over eighteen, resident in the São Paulo State ABC Region. The generated results, after the use of the multivaried analysis called General Linear Models (GLM), showed three factors of statistically significant common influence over the most environmentally favorable behavioral dimensions (environmental interest, inconvenience of being environmentally friendly and degree of environmental commitment), out of a set of twenty-one factors integrated to the model, besides six others turned down during this model structuring process. This result, added with orientations from the exploratory analysis suggested the drawing of a environmentally favorable consumer behavior model, whose application may be implemented in new studies, as well as a set of inputs to social marketing decisions made in order to adopt the environmentally favorable behavior.

Tida inicialmente como um artifício de identificação do produtor e, desse modo, garantia de qualidade, a marca, desde o século XX, passou a ser considerada um poderoso signo que representa, implicitamente, experiências, valores, idéias e mesmo personalidade para o consumidor, adicionando às suas funções iniciais a capacidade de influenciar a percepção em relação a uma oferta e comunicar características de quem a consome. Com o acirramento da competição entre as empresas, houve uma proliferação de marcas a fim de se obter distinção em relação aos concorrentes. Esse movimento foi mais forte na categoria de bens de consumo, onde os compradores reduziram sensivelmente o tempo gasto nas compras; assim, a marca torna-se necessária para fazer o produto \"saltar\" aos olhos do consumidor no curto espaço de tempo em que ele está observando a gôndola. Assim, muitos tipos de marca foram criados, cada um com características distintas na sua identidade e posicionamento e diferentes efeitos sobre o consumidor. A fim de ampliar o conhecimento sobre essas diferenças e auxiliar na escolha do tipo de marca mais adequado para uma determinada oferta, este estudo exploratório se propôs a avaliar a influência das marcas genéricas, de fabricante e social sobre a opinião de valor e preferência de compra de um produto. Para isso, entre os meses de março e julho de 2011, coletaram-se, de 260 brasileiros maiores de 18 anos, opiniões e preferência em relação a tipos de camisetas e seus atributos. Na análise dos dados empregou-se a análise conjunta e de conglomerados, o teste t e a mensuração da elasticidade-preço da demanda. Entre os resultados, obteve-se o modelo de preferência por camisetas para 184 respondentes, observando-se que o tipo predileto é o de marca genérica, que não exibe nenhum signo aparente, com alta qualidade e baixo preço, sendo a qualidade, seguido pela marca e depois o preço, os atributos mais importantes para a preferência por ela. Também, foi possível observar que esses 184 respondentes podem ser reunidos em seis grupos diferentes segundo as suas preferências, sendo que a preferência pelas marcas e a sensibilidade ao preço e qualidade variaram entre eles. Sobre a capacidade da marca em cobrar preços diferenciados, na opinião de toda a amostra válida (248 pessoas), a de fabricante e a social podem aplicar, em média, preços 57% e 25% maiores, respectivamente, em relação à genérica. Já em relação à elasticidade, utilizada como aproximação da medida de fidelidade do consumidor à marca, observou-se que, no caso da necessidade de se comprarem duas camisetas que se diferenciam apenas na cor, os 248 entrevistados revelaram menor elasticidade à marca genérica, seguida pela social e a de fabricante. Todas essas análises foram produzidas, também, segundo o gênero sexual e a preferência declarada pelo tipo de marca de cada participante. Portanto, com os resultados apresentados neste estudo, acredita-se ter contribuído para a geração de um comparativo entre os três tipos de marca avaliados que poderá servir de subsídio na decisão de qual tipo de marca adotar para uma oferta e servir de insumo para futuras pesquisas sobre o tema. / Taken initially as a producer\'s identification device and, in this way, quality warranty, since twentieth century, the brand started to be thought as a powerful sign that represents, implicitly, experiences, values, ideas and even personality for the consumer, adding to its initial functions the ability to influence the perception about an offer and communicate characteristics of those who consume it. With the increasing competition among the companies, a proliferation of brands occurred in order to gain distinction against competitors. This trend was stronger in the consumer goods category, where the buyers reduced significantly the time spent on shopping; so the brand becomes necessary to make the product pop-up to consumers\' eyes in the short time he is looking to the shelf. Thus, many kinds of brands were created, each one with distinct characteristics of its identity and positioning, and different effects on the consumer. In order to increase knowledge about these differences and assist the choosing of the most appropriate brand type for a particular offering, this exploratory study was elaborated to analyze the influence of generic, manufacturer and social brands on the opinion of value and purchasing preference of a product. To achieve this objective, between March and July 2011, were collected from 260 Brazilians over 18 years, opinions and preferences regarding types of shirts and their attributes. In the data analysis, it was used the conjoint and cluster analysis, the t-test and the measurement of price elasticity of demand. Among the results, it was obtained the T-shirts preference model for 184 respondents, observed that the preferred type is the one of generic brand, which shows no apparent sign, with high quality and low price, being quality, followed by brand and then price, the attributes most important to the preference for it. Also, it was possible to observe that these 184 respondents can be divided into six different groups according to their preferences, being that the preference for brand and the price and quality sensitivity varied among the clusters. About the brand\'s ability to charge different prices, in the opinion of all the valid sample (248 people), the manufacturer and social brands may apply, on average, prices 57% and 25% higher, respectively, compared to the generic version. As for elasticity, used as a proxy measure of consumer loyalty to the brand, it was observed that in the case of the need to buy two shirts that differ only in color, the 248 respondents showed lower elasticity to the generic brand, followed by the social and manufacturer types. All these analyses were produced, also, according to sexual gender and the brand type stated preference of each participant. Therefore, with the results presented in this study, it is believed to have contributed to the generation of a comparison among the three brand types assessed, which may help in the decision of which type of brand to choose for an offer and serve as input for future research on the subject.

Um importante fenômeno contemporâneo é a presença cada vez maior de organizações do Terceiro Setor, no qual se inserem diferentes tipos de instituições sem finalidade lucrativa - entidades tradicionais, religiosas e laicas, organizações não governamentais, entidades paraestatais, entidades associativas e entidades de iniciativa empresarial. Os textos de marketing discorrem sobre o ambiente característico dessas organizações, e descrevem o processo gerencial de marketing, particularizando e adaptando às especificidades dessa modalidade de organização conceitos, técnicas e instrumentos de marketing destinados a empresas convencionais. Entretanto, as pesquisas sobre o tema normalmente se circunscrevem a contextos específicos de uma organização em particular e se concentram no nível operacional, sem definir uma linha que aborde de forma integrada as conexões entre esse nível e a dimensão estratégica da organização. Além disso, a literatura sobre o tema não tem incorporado o construto valor como elemento fundamental para o desenvolvimento do processo gerencial de marketing em todas as camadas de decisão. Nesse contexto, o objetivo da dissertação foi discutir e descrever o processo gerencial de marketing de organizações do Terceiro Setor, segundo uma perspectiva de valor. Para atingir o objetivo, o percurso metodológico seguido partiu do delineamento de um marco teórico como base para a elaboração de um esquema de análise do processo gerencial de marketing de uma organização do Terceiro Setor, a partir de sua evolução, sob a perspectiva de algumas escolas do pensamento em marketing, tendo por elemento de referência o conceito de valor em suas múltiplas acepções. Numa segunda etapa, foi desenvolvida uma pesquisa empírica, de caráter exploratório e qualitativo, contemplando o processo de marketing de uma organização do Terceiro Setor de causa relacionada. Nesse sentido, uma contribuição do estudo foi o desenho de um esquema analítico integrador, abordando o processo gerencial de marketing gravitando em torno do construto valor. / An important contemporary phenomenon is the increasing presence of Third Sector organizations, which include different types of non-profit institutions - traditional, religious and secular entities, non-governmental organizations, associative entities and corporate initiative entities. Marketing articles discourse on the characteristic environment of those organizations and describe the marketing management process by individualizing and adapting concepts, techniques and marketing tools intended for conventional companies to the specificities of that kind of organization. However, studies on the subject are usually limited to specific contexts in a particular organization and focus on the operational level, without defining a master guideline that address, in an integrated manner, the connections between this level and the strategic dimension of the organization. In addition, the literature on the subject has not included the construct value as a key element for the development of the marketing management process in all levels of decision. In this sense, the purpose of the dissertation was to discuss and describe the marketing management process of Third Sector organizations according to a value perspective. To achieve this goal, the methodological approach chosen first outlined a theoretical framework as a basis for the development of an analytical scheme of the marketing management process of a Third Sector organization, based on its evolution, from the perspective of some schools of thought in marketing, using as a reference element the concept of value in its multiple meanings. On a second phase, the author performed an exploratory and qualitative empirical research, considering the marketing process of a cause-related Third Sector organization. Therefore, one important contribution of the study was the outline of an analytical integrator scheme, covering the marketing management process gravitating around the construct value.

Nesta dissertação são investigados fatores que influenciam a adoção pelos consumidores de programas governamentais. O Marketing Social é o ramo do conhecimento que se dedica ao estudo da mudança comportamental dos indivíduos em resposta a intervenções de interesse social. Essas intervenções assumem com freqüência a forma de programas conduzidos por entes governamentais. São programas que geralmente têm sucesso limitado por não adotarem a filosofia de marketing em sua concepção e orientação. No campo tributário, um tipo de comportamento individual que procura ser estimulado pelos três níveis de governo no Brasil é o de pedir nota fiscal nas compras, com o objetivo de combater a sonegação de impostos e aumentar os recursos públicos. Os recursos financeiros são a base para os investimentos públicos e para os gastos sociais. Um dos principais caminhos para aumentar esses recursos é arrecadar tributos com mais eficiência. Nesse contexto, programas como a Nota Fiscal Paulista são lançados com o objetivo de alterar o comportamento individual dos consumidores. Nesta dissertação, esse programa foi analisado sob o enfoque de Marketing Social e de linhas de pesquisa relacionadas ao estudo do comportamento do consumidor. Partindo-se da Teoria do Comportamento Planejado e com a incorporação de conceitos importantes no Marketing, como satisfação, lealdade e boca-a-boca, chegou-se à proposição de um modelo teórico integrativo, que considerou a relação da atitude, de seus antecedentes e dos fatores norma social e auto-eficácia com os efeitos de marketing decorrentes da adoção ou não da Nota Fiscal Paulista pelo consumidor. Adicionalmente, foram identificadas as diferenças entre os grupos de adotantes e não adotantes do programa. O método de pesquisa se baseou em métodos qualitativos e na coleta de dados por meio de questionário disponibilizado pela Internet. A análise dos resultados teve por estratégia principal o emprego da modelagem de equações estruturais. A adoção do programa foi considerada como variável moderadora, possibilitando uma análise multigrupos. Dentre as principais conclusões da pesquisa, pode-se destacar que a atitude é o principal fator explicativo dos efeitos de marketing e o principal fator na previsão da adoção do programa. Adotantes e não-adotantes apresentaram perfis significativamente diferentes na amostra. Para os adotantes, a satisfação foi o antecedente mais importante da atitude. Para os não-adotantes, benefícios líquidos percebidos foi o fator com mais impacto na atitude. Risco de privacidade também foi um fator importante para esse grupo. A principal contribuição da pesquisa é a identificação dos fatores mais relevantes para a adoção da Nota Fiscal Paulista, colaborando para o estudo de uma área pouco explorada no contexto de marketing. Dentre as principais recomendações gerenciais, que podem ser aplicadas a diversos programas governamentais, citam-se a necessidade de intervenção para criar e reforçar atitudes positivas em relação ao programa governamental, a utilização freqüente de pesquisas com os consumidores para a orientação na condução do programa, a segmentação dos consumidores, a necessidade de incremento da auto-eficácia dos consumidores e da simplificação do programa, e a elaboração de estratégias relacionadas ao composto de marketing que decorram de um plano estratégico de marketing. Discutem-se ainda aspectos como os efeitos sobre o comportamento dos consumidores decorrentes do tipo de recompensa a ser oferecido em um programa social, da certeza ou não dessa recompensa e da interpretação que o consumidor faz das regras do programa. Limitações do estudo e sugestões para estudos futuros são também apresentadas. / This thesis analyzes the factors impacting the adoption of governmental programs by consumers. Social Marketing is the field of knowledge that studies the change in individual behavior in response to interventions of social interest. These interventions are often performed through programs conducted by governmental agencies. These programs generally have limited success for not adopting the marketing philosophy in their design and orientation. In the tax area, a type of behavior that is stimulated by the three levels of government in Brazil is the request of tax receipts on purchases, aiming the reduction of tax evasion and increase in public funds. Public funds are the basis for public investment and social spending. One of the main approaches to increase these resources is to collect taxes more efficiently. In this context, programs such as Nota Fiscal Paulista are introduced aiming the change in the behavior of consumers. In this thesis, this program was analyzed under the perspective of Social Marketing and other related studies of consumer behavior. Based initially on the Theory of Planned Behavior and incorporating important concepts of Marketing, such as satisfaction, loyalty and word-of-mouth, an integrative theoretical model was proposed, which considered the relationship between attitude, their antecedents, social norms, self-efficacy and the marketing effects that result from the adoption or not of the Nota Fiscal Paulista. Additionally, the research identified differences between adopters and nonadopters. The methodology was based on qualitative procedures and data collection through a survey made available on the Internet. The main strategy of analysis was based on Structural Equation Modeling (SEM). The adoption of the program was considered a moderating variable, allowing a multi-group analysis. Among the main findings, the research indicated that attitude is the most important factor in explaining marketing effects and in predicting the adoption of the program. The profile of adopters was significantly different from the profile of non-adopters in the sample. In the adopters subsample, satisfaction was the most important antecedent of attitude. In the non-adopters subsample, perceived net benefit was the most important factor that impacted their attitude. Privacy risk was also an important factor in that subsample. The most important managerial recommendations, that can be applied in several government programs, are: the need to create and reinforce positive attitudes towards the program, the frequent employment of consumer research to guide the program, the segmentation of consumers, the need to increase consumers´ self-efficacy and the simplification of the program, and the development of marketing mix strategies resulting from a strategic marketing plan. Other aspects including the effects of rewards on consumer behavior, the certainty of rewards and the mindset activated by the rules of the program are also discussed. Limitations to the study and suggestions for future studies are also presented.

O estudo teve por objetivo avaliar as sinergias e lacunas existentes entre marketing e sustentabilidade. Procurou-se a inserção de sustentabilidade dentro da abordagem de marketing, com a integração entre as várias escolas de pensamento de marketing e a consequente ampliação do conceito de marketing. A justificativa para este tema se escora em três vertentes: sua relevância planetária dada a agenda que o tema sustentabilidade desfruta na sociedade e contexto empresarial e de marketing atuais; sua importância para a teoria de marketing e seu desenvolvimento pleno como uma ciência social; e sua adequação para o país em face de nosso estágio de desenvolvimento econômico, riqueza ambiental e desigualdade social. O conceito de sustentabilidade foi analisado em seus antecedentes, sua gênese e evolução, bem como relacionado com os conceitos de desenvolvimento sustentável e responsabilidade social corporativa. Além do tratamento conceitual foi realizada uma pesquisa empírica visando validar algumas hipóteses relacionadas com o tema marketing e sustentabilidade na percepção da população. Referenciou-se marketing como um elemento fundamental para a sustentabilidade, seja a nível global, corporativo ou individual. O estudo indica a necessidade de continuidade na ampliação do conceito de marketing, visando sua consolidação como ciência social autônoma tendo as relações humanas como objeto de estudo. Este esforço deve se dar em duas dimensões: interna e externa à área. Internamente deve-se procurar integrar as escolas de pensamento de marketing social, macromarketing e marketing crítico ao mainstream da área; superar as barreiras de classificações e pensamentos baseados em dicotomias e derrubar as limitações referentes às caracterizações dos agentes sociais e modos de produção envolvidos. Externamente deve-se procurar a integração com outras áreas de conhecimento, notadamente filosofia, sociologia e comunicações, visando a discussão crítica exógena e a consolidação das bases conceituais. / The aim of this study is to assess the synergies and gaps between marketing and sustainability. The study intended the inclusion of sustainability into the marketing approach, with the integration between the various schools of marketing thought and broadening the marketing concept. This theme was chosen by three reason: its global relevance due the schedule that the sustainability issue enjoys in society and business environment, its importance to marketing theory to its full development as a social science, and his suitability for Brazil in face of our stage of economic development, environmental issues and social inequality. The concept of sustainability was analyzed in its antecedents, genesis and evolution, as well as related to the concepts of sustainable development and corporate social responsibility. Besides the conceptual approach, an empirical survey was conducted in order to validate some hypotheses related to sustainability and marketing perceptions by the population. The study refer marketing as a key element for sustainability, in global, corporate or individual level. The study indicates the need for continuity in broadening the marketing concept, aiming its consolidation as an autonomous social science with human relations as an object of study. This effort should be directed in two dimensions: internal and external to the area. Internally in necessary to integrate the schools of thought of social marketing , macromarketing and critical marketing theory with the mainstream of marketing scholars; put down classifications and thoughts barriers based on dichotomies; and overthrow the limitations concerning characterizations of social agents and mode of production involved. Externally marketing should seek integration with other areas of knowledge, particularly philosophy, sociology and communications, targeting the exogenous critical discussion and consolidation of its conceptual bases.