CONSUMO CONSCIENTE

uma análise da predisposição de consumo de produtos sustentáveis

Abstract

What intensity is the consumer identified as conscious willing to adopt a sustainable attitude in the purchases he makes? This article aims to identify the consumer's willingness to adopt sustainable consumer behavior. To obtain an answer to the research question, quantitative research was applied, under an exploratory and descriptive perspective. For data collection, a questionnaire was elaborated, based on the theoretical review. The statements allowed answers through the choice of intensity, using a five-point Likert-type scale. Some objective questions were also added. The questionnaire was distributed in the corporate contact network, characterizing a survey data collection strategy. The results indicate that the "self-declared environmentally conscious" consumer is willing to adopt a shopping behavior that prioritizes environmentally oriented products, a fact that is evidenced by the high intention and action of purchasing sustainable products, and by the positive perception of Green Marketing.