Consumo verde: um estudo transcultural sobre crenças, preocupações e atitudes ambientais

Pedro Luiz Côrtes; Sérgio Luiz do Amaral Moretti

doi:10.5585/remark.v12i3.2592

Autores

Pedro Luiz Côrtes Universidade Nove de Julho - UNINOVE https://orcid.org/0000-0003-4160-4073
Sérgio Luiz do Amaral Moretti FEA - USP - Programa de Pós-Doutorado https://orcid.org/0000-0002-9457-6064

DOI:

https://doi.org/10.5585/remark.v12i3.2592

Palavras-chave:

Consumo verde, estudo transcultural, atitudes ambientais, crescimento econômico

Resumo

Embora os jovens universitários, em diferentes países, tenham um acesso crescente às informações sobre práticas ambientais, isso não significa que haja o desenvolvimento de uma consciência que leve a boas práticas de consumo verde. Com a utilização de uma nova escala, aplicada em 2372 estudantes universitários do Brasil, Argentina, Chile, México, Portugal e Espanha, foi averiguado se a percepção ambiental desses jovens se manifesta por meio de um constructo razoavelmente estruturado em torno das crenças, preocupações e atitudes ambientais, analisando os impactos dessas dimensões nas práticas de consumo. Foi possível concluir que, embora haja similaridades entre os jovens da América Latina e do grupo denominado Ibéria (formado pela Espanha e Portugal), há diferenças importantes sobre como essa percepção está estruturada. Os ibéricos têm uma motivação de ordem antropocêntrica, ligada à preservação de recursos para o futuro, enquanto os latino-americanos têm uma visão mais holística, em que as crenças ambientais atuam como antecedentes importantes. Entre os dois grupos, há também diferenças sobre a possibilidade de conciliar o desenvolvimento econômico e a preservação ambiental. Verificou-se que o chamado consumo verde é uma resposta às preocupações ambientais para dois grupos, com influência reduzida de outras dimensões, o que repercute nas estratégias de marketing que podem ser adotadas.

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Biografia do Autor

Pedro Luiz Côrtes, Universidade Nove de Julho - UNINOVE

Livre-Docente pela Universidade de São Paulo (2010) com a tese Proposta de um Portal de Informações Ambientais para o Estado de São Paulo e Sua Importância para a Proteção da Qualidade dos Solos e das Águas e para o Gerenciamento de Áreas Contaminadas . Graduado em Geologia pela Universidade de São Paulo (1986), Mestre em Administração pela Fundação Escola de Comércio Álvares Penteado (2001), Doutorando em Ciências da Comunicação pela ECA-USP (2004), Pós-doutorado em Ciência da Informação pela ECA-USP (2007). Atualmente, realiza o seu segundo pós-doutorado na Faculdade de Ciências da Universidade do Porto (Portugal), com foco em Gestão de Recursos Hídricos. Professor Associado (Livre-Docente) da Universidade de São Paulo (Escola de Comunicações e Artes) e Diretor do Mestrado Profissional em Gestão Ambiental e Sustentabilidade (GeAS) da Universidade Nove de Julho (Uninove). É assessor técnico de gabinete da Superintendência de Gestão Ambiental da USP. Coordena a Rede Internacional de Estudos Sobre Meio Ambiente e Sustentabilidade (RIMAS) que congrega a Universidad Autónoma de Madrid, Universidad de Barcelona, Universidad de Castilla-La Mancha, Universidade do Porto, Universidade do Minho, Instituto Politécnico de Leiria, Universidad de la Frontera, Universidad de Buenos Aires e Universidad Autónoma del Estado de Hidalgo. É editor da Revista Gestão Ambiental e Sustentabilidade (ISSN 2316-9834) e membro do conselho editorial da Revista Gestão da Produção, Operações e Sistemas (ISSN 1984-2430). Líder do Grupo de Pesquisa (CNPq) Governança Ambiental e pesquisador dos Grupos de Pesquisa (CBPq) "Núcleo de Pesquisa e Tecnologia em Produção Científica " e "Inovação e Sustentabilidade".

Sérgio Luiz do Amaral Moretti, FEA - USP - Programa de Pós-Doutorado

Doutor em Ciências Sociais e Mestre em Administração de Empresas pela Pontifícia Universidade Católica de São Paulo. Pós graduado em Comunicação e Educação. Professor convidado para cursos MBA da Escola Superior de Propaganda e Marketing - ESPM, Fundação Instituto de Pesquisas Econômicas - Fipe e Fundação Dom Cabral - FDC. Responsável pela implantação e ex-diretor do Programa de Mestrado Profissional em Administração - Gestão Ambiental e Sustentabilidade - GeAS, da Universidade Nove de Julho (UNINOVE). Criou e foi Editor Científico da Revista GeAS - Gestão Ambiental e Sustentabilidade (ISSN: 2316-9834). Desenvolve pesquisas nos temas: Marketing Social Corporativo, Marketing Verde, Sustentabilidade e Responsabilidade Social e Ambiental das Empresas.

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