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A intenção de compra de produtos Eco-friendly: fatores que influenciam a escolha
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Abstract(s)
O grande avanço tecnológico verificado no século XX, levou a um consumo desenfreado e inconsciente dos recursos não renováveis do planeta e também a um aumento da poluição nos mais variados ecossistemas. Este consumo exagerado, e a consequentemente destruição da Natureza, levou à uma mudança de mentalidades ao nível social. Hoje em dia, os consumidores possuem mais informação e conhecimento sobre as questões ambientais, o que se reflete nas suas decisões de compra, sendo que hoje em dia é comum a compra de produtos Eco-Friendly, ou seja, produtos considerados ecológicos e sustentáveis, com o mínimo de prejuízo relativamente ao meio ambiente.
O principal objetivo da presente investigação é a análise dos fatores que se encontram subjacentes à intenção de compra de produtos Eco-Friendly. Para tal foram testadas três hipóteses através de uma metodologia por painel. Mais especificamente, foi aplicado um inquérito por questionário, aplicado em dois momentos temporais diferentes (T1 e T2), espaçados por dois meses.
Os resultados obtidos revelaram uma relação positiva entre a consciência ambiental e ecológica e a intenção de compra de produtos Eco-Friendly. Quanto à relação entre a consciência ética e as motivações hedónicas de consumo com as intenções de compra, não foram obtidos resultados estatisticamente significativos que confirmem a existência dessa relação. Na prática, estes resultados significam que quanto maior for a consciência ambiental de um individuo, ou seja, o seu conhecimento sobre o estado atual do ambiente, maior a sua intenção para o consumo de produtos verdes. Os resultados obtidos sugerem implicações importantes para a teoria e também para a prática do marketing.
The great technological advance of the twentieth century has led to unbridled and unconscious consumption of the planet's non-renewable resources and to increased pollution in the most varied ecosystems. This exaggerated consumption, and the consequent destruction of nature, has led to a shift in mentality at the social level. Consumers nowadays have more information and knowledge about environmental issues, which is reflected in their buying decisions, and nowadays it is common to buy Eco-Friendly products, that is, products considered ecological and sustainable, minimum damage to the environment. The main objective of this study is to analyse the factors that underlie the intention to purchase environmentally friendly products. For this, three hypotheses were tested through a panel methodology. More specifically, it was applied to a questionnaire, applied at two different times (T1 and T2), spaced for two months. The results confirmed the hypothesis regarding the positive relationship between environmental and ecological awareness and the intention to purchase Eco-Friendly products. Regarding the relationship between ethical awareness and hedonic motivations of consumption, no statistically significant results were obtained to confirm the existence of this relationship. In practice, these results mean that the greater an individual's environmental awareness, that is, their knowledge of the current state of the environment, the greater their propensity to consume green products. These results suggest important implications for theory as well as for marketing practice.
The great technological advance of the twentieth century has led to unbridled and unconscious consumption of the planet's non-renewable resources and to increased pollution in the most varied ecosystems. This exaggerated consumption, and the consequent destruction of nature, has led to a shift in mentality at the social level. Consumers nowadays have more information and knowledge about environmental issues, which is reflected in their buying decisions, and nowadays it is common to buy Eco-Friendly products, that is, products considered ecological and sustainable, minimum damage to the environment. The main objective of this study is to analyse the factors that underlie the intention to purchase environmentally friendly products. For this, three hypotheses were tested through a panel methodology. More specifically, it was applied to a questionnaire, applied at two different times (T1 and T2), spaced for two months. The results confirmed the hypothesis regarding the positive relationship between environmental and ecological awareness and the intention to purchase Eco-Friendly products. Regarding the relationship between ethical awareness and hedonic motivations of consumption, no statistically significant results were obtained to confirm the existence of this relationship. In practice, these results mean that the greater an individual's environmental awareness, that is, their knowledge of the current state of the environment, the greater their propensity to consume green products. These results suggest important implications for theory as well as for marketing practice.
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Keywords
Eco-Friedly Produtos Verdes Consciência Ambiental e Ecológica Motivações Hedónicas Consciências Ética Intenção de compra