Green Consumer Behavior: Evidence From the Brazil – Uruguay Border Region

Juliana Dachi Vieira Pereira; João Garibaldi Almeida Viana; Ricardo Ribeiro Alves

doi:10.5585/remark.v18i1.3755

Autores/as

Juliana Dachi Vieira Pereira Universidade Federal do Pampa https://orcid.org/0000-0001-9868-3847
João Garibaldi Almeida Viana Universidade Federal do Pampa https://orcid.org/0000-0002-8400-3166
Ricardo Ribeiro Alves Universidade Federal do Pampa https://orcid.org/0000-0002-0878-209X

DOI:

https://doi.org/10.5585/remark.v18i1.3755

Palabras clave:

Environmental Marketing, Green Consumption, Sustainability

Resumen

Objective: The objective of this article was to analyze the ecologically conscious consumer buying behavior in the Brazil-Uruguay border region, paying particular attention to the influence of sociodemographic and psychographic characteristics on consumer behavior.

Method: The research was a descriptive, quantitative approach, using a survey in a sample of 134 consumers in the municipalities of Santana do Livramento (Brazil) and Rivera (Uruguay). The data analysis techniques used were descriptive statistics, hypothesis test and linear regression.

Originality/Relevance: Environmental concerns and the impact of disordered consumption in today’s society are prominent themes in the consumer behavior literature. In this context emerges a trend of more conscious behavior, encouraging companies to seek sustainability practices. One challenge in this new consumer dynamic is to find out what factors lead consumers to opt for a specific product.

Results: The results showed that the respondents present an ecologically conscious medium-high behavior. To explain the behavior of the green consumer, the parameters of the regression models indicated a greater relevance of the psychographic characteristics in relation to the sociodemographic ones, with the variable of perceived efficacy playing an important role. Results suggest that the higher the consumer's ecological awareness, the greater their intentions to purchase sustainable products.

Theoretical/Methodological Contributions: The results of the study can inform marketing professionals in the planning of campaigns in order to reach the green consumer more effectively, in addition to expanding research efforts in the area of Environmental Marketing.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Juliana Dachi Vieira Pereira, Universidade Federal do Pampa

Bacharel em Admistração pela Universidade Federal do Pampa – UNIPAMPA, Campus Santana do Livramento, Rio Grande di Sul, (Brasil). Consultora de Consórcios da Motospeed Comercio de Motos Ltda.

João Garibaldi Almeida Viana, Universidade Federal do Pampa

Doutor em Agronegócios pela Universidade Federal do Rio Grande do Sul - UFRGS, Rio Grande do Sul, (Brasil). Professor Adjunto do Programa de Pós-Graduação em Administração da Universidade Federal do Pampa - UNIPAMPA, Campus Santana do Livramento, Rio Grande di Sul.

Ricardo Ribeiro Alves, Universidade Federal do Pampa

Doutor em Ciência Floresta pela Universidade Federal de Viçosa - UFV, Minas Gerais, (Brasil). Professor Adjunto do Programa de Pós-Graduação em Administração na Universidade Federal do Pampa -- UNIPAMPA, Campus Santana do Livramento, Rio Grande di Sul.

Citas

Afonso, A. C. B. (2010). O consumidor verde: perfil e comportamento de compra. Dissertação de mestrado, Universidade Técnica de Lisboa, Lisboa, Portugal.

Alves, R. R. (2017). Marketing ambiental: sustentabilidade empresarial e mercado verde. Barueri: Manole.

Alves, R. R., & Jacovine, L. A. G. (2014). Marketing verde: estratégias para o desenvolvimento da qualidade ambiental nos produtos. Jundiaí: Paco Editorial.

Alves, R. R., Jacovine, L. A. G., Nardelli, A. M. B., & Silva, M. L. da. (2011). Consumo Verde: Comportamento do consumidor responsável. Viçosa: Editora UFV.

Anderson, D. R., Sweeney, D. J., & Willians, T. A. (2007). Estatística Aplicada à Administração e Economia. São Paulo: Cengage Learning.

Cobra, M. (2009). Administração de marketing no Brasil. Rio de Janeiro: Elsevier.

Coddington, W. (1993). Environmental marketing: positive strategies for reaching the green consumer. New York: McGraw-Hill.

Ottman, J. A. (1994). Marketing verde: desafios e oportunidades para a nova era do marketing. São Paulo: Makron Books.

Ottman, J. A. (2012). As novas regras do marketing verde: estratégias, ferramentas e inspiração para o branding sustentável. São Paulo: M. Books do Brasil.

Peattie, K., & Charter, M. (2005). Marketing verde. In: M. J. Baker (Org.) Administração de marketing. Rio de Janeiro: Elsevier.

Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and The Environment, 11 (5), 285-297, set./out. 2002.

Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of Business Research, 36 (3), 217-232.

Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16 (6), 558-575.

Welford, R. (1995). Environmental strategy and sustainable development: the corporate challenge for the twenty-first century. London: Routledge.

Zülske, M. L. (1997). Abrindo a empresa para o consumidor. Rio de Janeiro: Qualitymark.