Portuguese Consumers’ Green Purchase Behavior: An Analysis of its Antecedents and a Proposal of Segmentation

Resumo

This study analyzes how “Knowledge about environmental problems,” "Perceived consumer effectiveness,” and "Recycling behavior” can predict “Reported purchase of green products in general,” and “Reported purchase of specific green products.”  Another objective of this study is to identify different consumer segments based on antecedents of green purchasing behavior, observing demographic profiles and willingness to buy this type of products.  The data was collected in Portugal with the use of an online survey and the instrument was composed of five scales, adapted from previous studies.  The results confirm the existence of a positive relationship between the constructs.  It is also possible to identify three segments of consumers: “Less involved,” “Moderate,” and “Ecologists.”  This study has some practical implications, showing that consumption of green products can be stimulated if consumers are more aware of environmental problems and understand the importance of their individual behavior to prevent them.