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

Authors

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

Keywords:

Green consumption, cross-cultural study, environmental attitudes, economic growth.

Abstract

Even though young college students, from different countries, have ever growing access to information about environmental practices, this does not mean that they develop an awareness that leads to good practices of green consumption. Using a new scale, applied to 2372 college students from Brazil, Argentina, Chile, Mexico, Portugal, and Spain, it was verified whether the perception of the environment of those youngsters is expressed by a construct which is reasonably structured by beliefs, concerns, and environment-friendly attitudes, through the analysis of the impacts caused by those dimensions onto their consumption practices. As a strategy for data analysis, was used exploratory factor analysis, with the use of the Mann-Whitney test on factors scores and Spearman correlation between the mean values of the factors. It was possible to conclude that, although there are similarities between the youngsters from Latin America and the group from Iberia (Spain and Portugal), there are significant differences on how such a perception is structured. The Iberians have an anthropocentric motivation, linked to the idea of preserving resources for the future, while the Latin Americans have a more holistic vision, in which the environmental beliefs play a role of an important background. Between the two groups there are also differences regarding the possibility to conciliate economical development with environmental conservation. It was noted that the green consumption is an answer to the environmental concerns for both groups, which are less influenced by other dimensions, and this fact could impact the marketing strategies towards those groups.

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Author Biographies

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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