El presente trabajo de título tuvo como objetivo el diseño de una estrategia de marca para Frutos del Maipo que le permita diferenciarse de sus competidores. Como primera etapa se realiza un análisis de la situación actual, con el afán de identificar y comprender las variables relevantes que influyen en el mercado e identificar las oportunidades existentes en éste. Paralelamente se estudian casos en que se ha logrado crear valor de marca en categorías consideradas commodity. La principal fuente de información es un estudio de mercado cualitativo desarrollado en base a la teoría Means-End Chain y aplicando técnicas de Laddering, que buscó comprender las motivaciones que tienen los compradores de verduras congeladas para consumirlas. Se buscó además obtener una segmentación del comprador en base a las relaciones entre ellos y los productos. El estudio de mercado arrojó cuatro perspectivas de cómo los compradores se relacionan con los productos de la categoría: el primer segmento (I) reduce el riesgo de la compra mediante la observación de la verdura a través de la transparencia; el segundo (II) tiene como eje el sabor, lo que deriva en cocinar más rico y eso gatilla el reconocimiento; el tercero (III) tiene que ver con una mejor alimentación; el cuarto (IV) y último segmento busca una mejor calidad de vida, dado el ahorro de tiempo que se logra al cocinar verduras congeladas por sobre las frescas. Del estudio de mercado y el análisis de los resultados de las etapas anteriores, se decidió que el posicionamiento de la marca fuese en torno a la cadena “sabor””cocinar más rico””reconocimiento”. La idea es entonces adueñarse del sabor de la categoría y convertirse en la marca con mejor sabor en la mente de los consumidores. La esencia de la marca es entonces la sana nutrición con el mejor sabor. La sana nutrición se rescata del segmento III. La estrategia publicitaria desarrollada en base al MECCAS (Means-End Conceptualization of the Components of Strategy) Model define la forma de hablarle al target. El mensaje que se debe transmitir es: “Tus hijos necesitan la sano nutrición que este tipo de alimentos le proporciona, pero si tienen mal sabor no se lo comerán. Si cocinas más rico, tus seres queridos te lo agradecerán. Tus hijos esperan lo mejor de ti, y te sientes bien al poder cumplirles”. El valor del reconocimiento es gatillado cuando los seres queridos de dicen a la dueña de casa “estaba rico”. Para construir el posicionamiento, se crean líneas de acción que lo apoyen y entreguen el mensaje a los consumidores. Se proponen acciones en cuanto a publicidad, líneas de productos, envase, página web y promociones.

South African clothing retailers are currently struggling to obtain and retain market share as a result of the challenging economic climate, new international market entrants and changes in consumer behaviour (MarketLine, 2018). In particular, consumer behaviour relating to men’s clothing is changing and for the first time in decades, menswear is dominating the South African clothing retail industry (MarketLine, 2018; Hastreiter & Marchetti, 2016). A lucrative market segment is the Millennial generation, born between 1980 and 2000 (Cham, Ng, Lim & Cheng, 2018; Cho, 2017). Consequently, knowledge on the clothing consumer behaviour of specifically Millennial men is crucial and the topic is still under explored, resulting in a research gap, which inspired this study. The store image perceived by the consumer has a direct influence on store choice and is important for retailer success. Since personal values ultimately drive consumer decision-making, an understanding of the personal values that motivate store choice may assist clothing retailers with their positioning (store image) to obtain customer loyalty and a sustainable competitive advantage. Gutman (1982) means-end chain (MEC) theory explains that consumers make choices based on the product/store attributes that they perceive as ultimately assisting them in reaching the desirable end-state (personal value). An MEC is a hierarchical structure that consists of three main interconnected levels, namely, attributes (means), consequences and personal values (ends), which are organised according to the level of abstraction. This study applied the MEC as a theoretical framework for exploring and understanding the role of Millennial men’s personal values in their perception of store image and their store choice. Laddering is a probing technique that is used specifically in MEC studies to uncover underlying motivations for behaviour. This technique can be used in qualitative studies (where it is referred to as soft laddering) and also in quantitative studies (where it is referred to as hard laddering). This exploratory mixed-method study started with an initial qualitative phase and the findings were subsequently used to develop the measuring instrument for the second quantitative phase. The second quantitative phase specifically used the Association Pattern Technique (APT), a hard laddering technique developed by Ter Hofstede, Audenaert, Steenkamp and Wedel (1998). Using a series of matrices, the APT reveals how consumers link desirable attributes, sought-after consequences and personal values. Using non-probability sampling methods (i.e. convenience-, snowball and quota sampling), 25 participants were recruited in the first phase and 408 workable questionnaires were obtained during the second phase. The personal in-depth interviews conducted during phase 1 used soft laddering and elicited the attributes and consequences that are pivotal in clothing store choice. Together with these attributes and consequences, the ten basic personal values of Schwartz (1992) and colleagues (2001; 2014) were used to develop the matrices for the measuring instrument used in phase 2. During this phase, data was collected using a self-administered questionnaire that was completed online. The findings of this study indicate that hedonism ultimately motivates store image and store choice. Although the personal values of “self-direction”, “achievement” and “power” were also indicated as motivational drivers within different demographic subsets and different types of clothing retailers, “hedonism” unequivocally was found to be the most relevant personal value. It is therefore hedonism that influences Millennial men’s clothing store image and store choice. From this study it is recommended that clothing retailers in South Africa, targeting the Millennial male, pay specific attention to hedonism in terms of the design and implementation of their marketing strategies to give credit to consumers’ need to associate with a store image that projects a pleasurable experience. Clothing retailers that can successfully position themselves accordingly, will most likely be favoured. / Thesis (PhD)--University of Pretoria, 2019. / Consumer Science / PhD / Unrestricted

During the past years, the usage of wood as construction material in multistory applications has increased. In Germany and Sweden, various activities have been, and are about to be performed, to accentuate and improve the position of wooden multistory houses. In line with that, this thesis tries to contribute to the understanding of how consumers perceive durable products; in the contextual frame of how German and Swedish consumers perceive wooden multistory houses. It was hypothesized that consumers’ perceptions on durable products differ, depending on their age, income, national and within-country habitation. Based on the Means-End Chain Theory, the Association Pattern Technique has been further developed to collect and analyze data for two samples. In Germany and Sweden, 31 respectively 34 laddering interviews have been carried out which formed the base for a survey-study in each country. Here, 229 surveys were received from German, and 503 from Swedish respondents. The results show that age, income, national and within-country habitation have significant impact on consumers’ perceptions of wooden multistory houses. Moreover, the extension of the Association Pattern Technique was validated. It allowed for additional data to be gathered, which can be regarded as rather important, since it appeared in the most dominant Means-End Chains of the respondents in both Germany and Sweden. This helps to understand consumers’ underlying reasons why one product is favoured over another.

<p>Children’s ability to manipulate objects is the end-point of several important developments. To imagine objects in different positions greatly improves children’s action capabilities. They can relate objects to each other successfully, and plan actions involving more than one object. We know that one-year-olds can insert an object into an aperture. Earlier research has focused on the start and goal of such actions, but ignored the way in between. This thesis shows that children are unable to fit an object into an aperture unless they can imagine the different projections of the object and rotate it in advance. The problem of how to proceed with an object-aperture matching was studied in 14- to 40-month-old children with a box, different holes and a set of fitting wooden blocks. Study I focused on how to orient a single object to make it fit. Studies II and III added a second object or aperture, introducing choice. In Study I there was a huge difference between 18 and 22 months in solving the fitting problem. Successful insertion was related to appropriate pre-adjustments. The older children pre-adjusted the object orientation before arriving at the aperture(s). The younger used a feedback strategy and that did not work for this task. To choose was more difficult than expected; one must not only choose one alternative, but also inhibit the other. Fifteen-month-olds were unable to choose between sizes and shapes, 20-month-olds could choose between sizes, 30-month-olds could choose between sizes and shapes, but not even 40-month-olds could choose between objects with different triangular cross-sections. Finally, the relationships between an object and an aperture, supporting surface or form were investigated. When comparing tasks requiring relationships between an object’s positive and an aperture’s negative form, between a 3D and a 2D, and between two 3D-forms, we found that the main difficulties is relating positive and negative form.</p>

Children’s ability to manipulate objects is the end-point of several important developments. To imagine objects in different positions greatly improves children’s action capabilities. They can relate objects to each other successfully, and plan actions involving more than one object. We know that one-year-olds can insert an object into an aperture. Earlier research has focused on the start and goal of such actions, but ignored the way in between. This thesis shows that children are unable to fit an object into an aperture unless they can imagine the different projections of the object and rotate it in advance. The problem of how to proceed with an object-aperture matching was studied in 14- to 40-month-old children with a box, different holes and a set of fitting wooden blocks. Study I focused on how to orient a single object to make it fit. Studies II and III added a second object or aperture, introducing choice. In Study I there was a huge difference between 18 and 22 months in solving the fitting problem. Successful insertion was related to appropriate pre-adjustments. The older children pre-adjusted the object orientation before arriving at the aperture(s). The younger used a feedback strategy and that did not work for this task. To choose was more difficult than expected; one must not only choose one alternative, but also inhibit the other. Fifteen-month-olds were unable to choose between sizes and shapes, 20-month-olds could choose between sizes, 30-month-olds could choose between sizes and shapes, but not even 40-month-olds could choose between objects with different triangular cross-sections. Finally, the relationships between an object and an aperture, supporting surface or form were investigated. When comparing tasks requiring relationships between an object’s positive and an aperture’s negative form, between a 3D and a 2D, and between two 3D-forms, we found that the main difficulties is relating positive and negative form.

In order to find the variables for measuring customer value, at the first stage, this study adopts hard laddering technique to collect information from fifty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. This article chooses those customers who buy clothes for their children as our subjects. The results show: 1. By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information. 2. Only efficiency and play partially support the hypothesis that first-time customers focus primarily on attribute-level. Ethics confirms the hypothesis that short-term customers emphasize mainly on consequence-level, while excellence and spirituality partially support this hypothesis. Status, esteem and spirituality support the hypothesis that long-term customers focus primarily on goal-level, while efficiency, play and ethics partially confirm this hypothesis. It suggests that there is no one segment of customers could completely receives customer value which he actually needs. 3. Regarding to the analysis of single type of customer value, it shows that customers emphasize on the consequences provided by the attributes and also the goals the consequences reinforce. Furthermore, they seek the goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of single type of customer value has been constructed. 4. With regard to the analysis of eight types of customer value, it suggests that customers focus on the multiple consequences provided by one attribute or multiple attributes and also the multiple goals the consequences reinforce. Furthermore, they pursue the multiple goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of eight types of customer value has been built.

Com o passar do tempo, a crescente demanda por produtos ambientalmente mais amigáveis tem suscitado um entendimento mais avançado acerca do Marketing Verde e da forma como se delineia o consumo dentro deste campo com raízes antigas, mas ainda jovem dentro do escopo do Marketing. Nesta direção, o presente estudo consiste em uma aproximação acerca do consumo de produtos concebidos com base nos preceitos do Marketing Verde. Trata-se de um estudo de natureza exploratória que faz uso do método Laddering, baseado na Teoria das Cadeias Meios Fins, para investigar o papel do Marketing Verde no processo de Fidelização de Clientes. Sendo o processo de fidelização já bastante explorado, o presente estudo representa um avanço na medida em que propõe uma aproximação exploratória neste campo, com a finalidade de melhor entender o papel do Marketing Verde. Para tanto, foi preciso definir uma empresa que pudesse ser representativa do Marketing Verde neste estudo, o que foi realizado na primeira fase da presente pesquisa. Por meio de um levantamento com especialistas na área da sustentabilidade, e da posterior validação desta fase com base em análise documental, a empresa ou marca revelada foi a Natura, fabricante brasileira de cosméticos com engajamento em ações socioambientais. A partir desta definição, partiu-se para a aplicação do Laddering com consumidoras assíduas da Natura a fim de desvendar os Atributos, Consequências e Valores presentes no consumo desta marca. Com base nisso, pode-se perceber a forma como estes se ligam no processo de consumo da marca em questão, bem como revelar as implicações mais importantes para explicar o processo de fidelização das clientes participantes do estudo. Como resultado, constata-se o forte peso do Marketing Verde sobre o processo de fidelização destas clientes, na medida em que passa a percebido como diferencial e a ser considerado diante da escolha de uma determinada marca. No caso de produtos cosméticos, cuja finalidade básica está relacionada à obtenção de beleza e bem-estar, a constatação de que o Marketing Verde da marca estudada age tão fortemente, quanto às próprias questões relacionadas à beleza e bem-estar, sobre o processo de fidelização das clientes, significa um avanço no campo de estudo sobre lealdade. / Over time, the growing demand for environmentally friendly products has led to a more advanced understanding about Green Marketing and about the way the consumption rises within this field with ancient roots, but still young within the scope of Marketing. In this sense, the present study consists of an approximation about the consumption of products designed based on the precepts of Green Marketing. This is an exploratory study that makes use of the laddering method, based on the Means-End Chains Theory to investigate the role of Green Marketing in the process of customer loyalty. As the process of loyalty can already be considered extensively explored, this study represents advancement, in the sense it proposes an exploratory approach in this field, in order to best understand the role of Green Marketing. To that end, we have been supposed to define a company that could be representative of Green Marketing in this study, which was conducted in the first phase of this research. Through a survey with experts in the field of sustainability and further validation of this phase based on document analysis, the company or brand revealed has been Natura, Brazilian cosmetics manufacturer, because of its engage in socio-environmental actions, which can be regarded as an exponent of Green Marketing. From this definition, we advanced to the implementation of laddering with assiduous consumers of Natura, in order to uncover the attributes, consequences and values present in the consumption of this brand. On this basis, we can see how these ones link to each other in the process of consumption of the brand in question and reveal the most important implications as capable of explaining the process of customer loyalty in the study. As a result, it can be noticed the heavy importance of the Green Marketing on these customers loyalty, as it is taken into account and considered before choosing a particular brand. In the case of cosmetic products, whose basic purpose is related to the achievement of beauty and wellbeing, the discovery that the Green Marketing of the brand studied acts as strongly as the issues related to beauty and wellness on the loyalty of customers means a breakthrough in the field of study about loyalty.

Submitted by John Roggan (john.roggan@gmail.com) on 2015-04-10T11:49:45Z No. of bitstreams: 1 John Roggan_Master Thesis_EAESP_2015_Final.pdf: 4583536 bytes, checksum: f553cfd6f640f6182b0ad58632019295 (MD5) / Rejected by Luana Rodrigues (luana.rodrigues@fgv.br), reason: Dear John, Please make the following changes in your thesis: 1) Remove the markers with numbers and letters in the top of the first pages. The counting of pages starts on the first page, however the page numbers should be viewed only from the introduction. 2) There are only 3 field of knowledge of MPGI registered in CAPES (The Government Department responsible for the rules of Masters Programs) and they are: Economia e Finanças Internacionais, Internacionalização de Empresas e Gestão e Competitividade em Empresas Globais. In your case the knowledge field is Gestão e Competitividade em Empresas Globais. Therefore I advise you to put the area recorded in CAPES. After you modify this itens, please submit it again. Best, Luana de Assis Rodrigues Cursos de Pós-Graduação – Post Graduate Program (55 11) 3799-3492 SRA - Secretaria de Registros Acadêmicos on 2015-04-10T15:01:37Z (GMT) / Submitted by John Roggan (john.roggan@gmail.com) on 2015-04-10T15:46:23Z No. of bitstreams: 1 John Roggan_Master Thesis_EAESP_2015_Final.pdf: 4639073 bytes, checksum: ae23669af44d70a83215638ca2806d99 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-04-13T12:22:04Z (GMT) No. of bitstreams: 1 John Roggan_Master Thesis_EAESP_2015_Final.pdf: 4639073 bytes, checksum: ae23669af44d70a83215638ca2806d99 (MD5) / Made available in DSpace on 2015-04-13T12:22:33Z (GMT). No. of bitstreams: 1 John Roggan_Master Thesis_EAESP_2015_Final.pdf: 4639073 bytes, checksum: ae23669af44d70a83215638ca2806d99 (MD5) Previous issue date: 2015-03-10 / Equity crowdfunding, so financing a project or venture through many small investments of a large group of investors, has received growing attention from the media and scholars. The discussion is about whether crowdfunding could generally transform the way people collect funding for their projects or ventures. Whereas research has so far focused on exploring, why crowdinvestors are motivated to fund ventures, this study focuses on what motivates entrepreneurs to crowdfund. To do so, the study researched the motivation of 11 entrepreneurs to use German equity crowdfunding platforms. Because existing research on the motivation of entrepreneurs stayed largely superficial, this study uses a research approach novel in the field of venture financing, the means-end approach. With this approach the entrepreneurs’ reasoning to use equity crowdfunding was explored holistically, uncovering the entire thought processes leading to the decision to crowdfund. One of the findings is that entrepreneurs use equity crowdfunding to successfully collect funds from rather emotionally investing crowdinvestors to finance their ventures’ future growth and to signal investment viability to follow-up investors. Furthermore, entrepreneurs expect crowdinvestors to be engaged in and help the venture with marketing and feedback. Crowdfunding also allows entrepreneurs to keep decision-making power over the venture better than by using traditional sources of funding. The findings indicate that crowdfunding attracts entrepreneurs who could not secure funding from other sources of capital as well as entrepreneurs who see the additional benefits it can provide over other sources. / Equity crowdfunding, ou financiamento de um projeto ou empreendimento através de diversos pequenos investimentos ou um grande grupo de investidores, tem recebido uma crescente atenção da mídia e acadêmicos. A discussão questiona se crowdfunding pode de uma forma geral transformar a maneira como as pessoas captam capital para os seus negócios. Enquanto que pesquisas tem até então focado em explorar porque crowdinvestors têm motivação em financiar empreitadas, este estudo foca em revelar o que motiva empreendedores a procurar soluções de crowdfund. Para isso, o estudo investigou a motivação de 11 empreendedores que usaram plataformas alemãs de crowdfunding. Como estudos existentes sobre a motivação de empreendedores são na sua grande maioria superficiais, este estudo utiliza uma nova abordagem de pesquisa na área de financiamento de projetos, a abordagem de means-end. Sob essa abordagem a forma de pensar dos empreendedores em relação ao uso de equity crowdfunding foi estudada de forma holística, revelando todo o processo de raciocínio até a decisão final de optar por uma estratégia de crowdfunding. Uma das descobertas é que empreendedores usam equity crowdfunding para arrecadar fundos de crowdinvestors consideravelmente não-racionais (emocionais) para financiar o crescimento futuro de seus negócios e também sinalizar viabilidade de investimento para futuros investidores. Além disso, empreendedores esperam que crowdinvestors sejam engajados e ajudem tanto a promover o negócio como a dar feedback. Crowdfunding também possibilita que empreendedores mantenham o poder de decisão sobre a empresa mais facilmente se comparado a outras fontes tradicionais de financiamento. As descobertas indicam que crowdfunding atrai empreendedores que não conseguiriam arrecadar investimentos a partir de outras fontes de capital assim como empreendedores que entendem os benefícios adicionais que esta oferece em relação à outras fontes.

Com o passar do tempo, a crescente demanda por produtos ambientalmente mais amigáveis tem suscitado um entendimento mais avançado acerca do Marketing Verde e da forma como se delineia o consumo dentro deste campo com raízes antigas, mas ainda jovem dentro do escopo do Marketing. Nesta direção, o presente estudo consiste em uma aproximação acerca do consumo de produtos concebidos com base nos preceitos do Marketing Verde. Trata-se de um estudo de natureza exploratória que faz uso do método Laddering, baseado na Teoria das Cadeias Meios Fins, para investigar o papel do Marketing Verde no processo de Fidelização de Clientes. Sendo o processo de fidelização já bastante explorado, o presente estudo representa um avanço na medida em que propõe uma aproximação exploratória neste campo, com a finalidade de melhor entender o papel do Marketing Verde. Para tanto, foi preciso definir uma empresa que pudesse ser representativa do Marketing Verde neste estudo, o que foi realizado na primeira fase da presente pesquisa. Por meio de um levantamento com especialistas na área da sustentabilidade, e da posterior validação desta fase com base em análise documental, a empresa ou marca revelada foi a Natura, fabricante brasileira de cosméticos com engajamento em ações socioambientais. A partir desta definição, partiu-se para a aplicação do Laddering com consumidoras assíduas da Natura a fim de desvendar os Atributos, Consequências e Valores presentes no consumo desta marca. Com base nisso, pode-se perceber a forma como estes se ligam no processo de consumo da marca em questão, bem como revelar as implicações mais importantes para explicar o processo de fidelização das clientes participantes do estudo. Como resultado, constata-se o forte peso do Marketing Verde sobre o processo de fidelização destas clientes, na medida em que passa a percebido como diferencial e a ser considerado diante da escolha de uma determinada marca. No caso de produtos cosméticos, cuja finalidade básica está relacionada à obtenção de beleza e bem-estar, a constatação de que o Marketing Verde da marca estudada age tão fortemente, quanto às próprias questões relacionadas à beleza e bem-estar, sobre o processo de fidelização das clientes, significa um avanço no campo de estudo sobre lealdade. / Over time, the growing demand for environmentally friendly products has led to a more advanced understanding about Green Marketing and about the way the consumption rises within this field with ancient roots, but still young within the scope of Marketing. In this sense, the present study consists of an approximation about the consumption of products designed based on the precepts of Green Marketing. This is an exploratory study that makes use of the laddering method, based on the Means-End Chains Theory to investigate the role of Green Marketing in the process of customer loyalty. As the process of loyalty can already be considered extensively explored, this study represents advancement, in the sense it proposes an exploratory approach in this field, in order to best understand the role of Green Marketing. To that end, we have been supposed to define a company that could be representative of Green Marketing in this study, which was conducted in the first phase of this research. Through a survey with experts in the field of sustainability and further validation of this phase based on document analysis, the company or brand revealed has been Natura, Brazilian cosmetics manufacturer, because of its engage in socio-environmental actions, which can be regarded as an exponent of Green Marketing. From this definition, we advanced to the implementation of laddering with assiduous consumers of Natura, in order to uncover the attributes, consequences and values present in the consumption of this brand. On this basis, we can see how these ones link to each other in the process of consumption of the brand in question and reveal the most important implications as capable of explaining the process of customer loyalty in the study. As a result, it can be noticed the heavy importance of the Green Marketing on these customers loyalty, as it is taken into account and considered before choosing a particular brand. In the case of cosmetic products, whose basic purpose is related to the achievement of beauty and wellbeing, the discovery that the Green Marketing of the brand studied acts as strongly as the issues related to beauty and wellness on the loyalty of customers means a breakthrough in the field of study about loyalty.

Com o passar do tempo, a crescente demanda por produtos ambientalmente mais amigáveis tem suscitado um entendimento mais avançado acerca do Marketing Verde e da forma como se delineia o consumo dentro deste campo com raízes antigas, mas ainda jovem dentro do escopo do Marketing. Nesta direção, o presente estudo consiste em uma aproximação acerca do consumo de produtos concebidos com base nos preceitos do Marketing Verde. Trata-se de um estudo de natureza exploratória que faz uso do método Laddering, baseado na Teoria das Cadeias Meios Fins, para investigar o papel do Marketing Verde no processo de Fidelização de Clientes. Sendo o processo de fidelização já bastante explorado, o presente estudo representa um avanço na medida em que propõe uma aproximação exploratória neste campo, com a finalidade de melhor entender o papel do Marketing Verde. Para tanto, foi preciso definir uma empresa que pudesse ser representativa do Marketing Verde neste estudo, o que foi realizado na primeira fase da presente pesquisa. Por meio de um levantamento com especialistas na área da sustentabilidade, e da posterior validação desta fase com base em análise documental, a empresa ou marca revelada foi a Natura, fabricante brasileira de cosméticos com engajamento em ações socioambientais. A partir desta definição, partiu-se para a aplicação do Laddering com consumidoras assíduas da Natura a fim de desvendar os Atributos, Consequências e Valores presentes no consumo desta marca. Com base nisso, pode-se perceber a forma como estes se ligam no processo de consumo da marca em questão, bem como revelar as implicações mais importantes para explicar o processo de fidelização das clientes participantes do estudo. Como resultado, constata-se o forte peso do Marketing Verde sobre o processo de fidelização destas clientes, na medida em que passa a percebido como diferencial e a ser considerado diante da escolha de uma determinada marca. No caso de produtos cosméticos, cuja finalidade básica está relacionada à obtenção de beleza e bem-estar, a constatação de que o Marketing Verde da marca estudada age tão fortemente, quanto às próprias questões relacionadas à beleza e bem-estar, sobre o processo de fidelização das clientes, significa um avanço no campo de estudo sobre lealdade. / Over time, the growing demand for environmentally friendly products has led to a more advanced understanding about Green Marketing and about the way the consumption rises within this field with ancient roots, but still young within the scope of Marketing. In this sense, the present study consists of an approximation about the consumption of products designed based on the precepts of Green Marketing. This is an exploratory study that makes use of the laddering method, based on the Means-End Chains Theory to investigate the role of Green Marketing in the process of customer loyalty. As the process of loyalty can already be considered extensively explored, this study represents advancement, in the sense it proposes an exploratory approach in this field, in order to best understand the role of Green Marketing. To that end, we have been supposed to define a company that could be representative of Green Marketing in this study, which was conducted in the first phase of this research. Through a survey with experts in the field of sustainability and further validation of this phase based on document analysis, the company or brand revealed has been Natura, Brazilian cosmetics manufacturer, because of its engage in socio-environmental actions, which can be regarded as an exponent of Green Marketing. From this definition, we advanced to the implementation of laddering with assiduous consumers of Natura, in order to uncover the attributes, consequences and values present in the consumption of this brand. On this basis, we can see how these ones link to each other in the process of consumption of the brand in question and reveal the most important implications as capable of explaining the process of customer loyalty in the study. As a result, it can be noticed the heavy importance of the Green Marketing on these customers loyalty, as it is taken into account and considered before choosing a particular brand. In the case of cosmetic products, whose basic purpose is related to the achievement of beauty and wellbeing, the discovery that the Green Marketing of the brand studied acts as strongly as the issues related to beauty and wellness on the loyalty of customers means a breakthrough in the field of study about loyalty.