A content analysis of advertisement pieces of brands considered sustainable in parallel with important factors in purchasing decisions

Abstract

Changes in the consumption habits of the society have been making the term sustainability increasingly present in advertising pieces, for this purpose it is necessary to review the strategies for an effective incorporation of this concept. This work aims to carry out an analysis of brands considered sustainable by making a parallel between the results obtained and the important factors in purchasing decisions in order to understand the emphasis given to them within the ads of analyzed brands. To carry out this work, two research forms were used the focal group and content analysis, the goal was to work the concepts in order to have different points of view, the consumer and the producer of propaganda. It was concluded that most of the advertisements of the analyzed brands deal with concepts that are more related to the sustainable positioning of the company, thus it is perceivable that most of the consumers of the focal group do not see how the company deals with the products themselves as sustainable, and so they end up not being relevant for the purchase decision.