‘Young, wild, and green’? Uma análise da influência do afeto ambiental na intenção de compra de produtos verdes por jovens
DOI:
https://doi.org/10.5585/remark.v21i2.18966Palavras-chave:
Produtos verdes, Afeto Ambiental, Teoria do Comportamento Planejado, Modelagem de Equações EstruturaisResumo
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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