‘Young, wild, and green’? Uma análise da influência do afeto ambiental na intenção de compra de produtos verdes por jovens

Autores

DOI:

https://doi.org/10.5585/remark.v21i2.18966

Palavras-chave:

Produtos verdes, Afeto Ambiental, Teoria do Comportamento Planejado, Modelagem de Equações Estruturais

Resumo

Objetivo: Analisar a intenção de compra de produtos verdes por jovens, baseando-se na Teoria do Comportamento Planejado (TCP) e ampliando o seu escopo com o antecedente do Afeto Ambiental e dos efeitos mediadores da Atitude, da Norma Subjetiva e do Controle de Comportamento Percebido.

Método: Um levantamento foi realizado com 575 respondentes entre 18 e 24 anos, e os dados foram analisados por meio da técnica de Modelagem de Equações Estruturais no software AMOS.

Originalidade/Relevância: Diferentemente dos modelos de TCP comumente adotados, propõe-se um novo modelo teórico em que o Afeto Ambiental antecede o comportamento planejado, sugerindo novas mediações para explicar a intenção de compra de produtos verdes por jovens.

Resultados: Os resultados mostram que o Afeto Ambiental é um forte preditor da intenção de compra de produtos verdes, sendo parte dessa relação explicada pelas variáveis cognitivas de Atitude, Norma Subjetiva e Controle de Comportamento Percebido.

Contribuições teóricas: Apresenta-se um novo modelo para a análise das intenções de compra, baseado na abordagem Afeto-Cognição-Comportamento, ressaltando o papel do afeto ambiental como um fator capaz de afetar as percepções cognitivas dos jovens acerca da compra de produtos verdes.

Contribuições sociais/gerenciais: Os resultados fornecem subsídios a gestores e governantes, mostrando que o afeto ambiental pode ser explorado em estratégias de comunicação e no desenvolvimento de políticas públicas, dado que as emoções e sentimentos despertados nos jovens podem superar barreiras extrínsecas (ex.: preço e percepções negativas).

 

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Biografia do Autor

Olívia Ban Navarro Bergamaschi, Escola Superior de Propaganda e Marketing – ESPM-SP

Bacharel

Sofia Batista Ferraz, Escola Superior de Propaganda e Marketing – ESPM-SP Fundação Getulio Vargas – FGV EAESP

Doutora

Renata Monteiro Martins, Fundação Getúlio Vargas (FGV-EAESP)

Mestre

 

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16.03.2022

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Bergamaschi, O. B. N., Ferraz, S. B., & Martins, R. M. (2022). ‘Young, wild, and green’? Uma análise da influência do afeto ambiental na intenção de compra de produtos verdes por jovens. ReMark - Revista Brasileira De Marketing, 21(2), 232–291. https://doi.org/10.5585/remark.v21i2.18966

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