A influência da consciência ambiental sobre o comportamento do consumidor no segmento de higiene pessoal
Carregando...
Arquivos
Tipo
TCC
Data de publicação
2019-06
Periódico
Citações (Scopus)
Autores
Pieri, Gabriel de
Andriello, Isabela
Barbosa, Thais Cruz
Andriello, Isabela
Barbosa, Thais Cruz
Orientador
Oliveira, Patricia Candioto Migliari de
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
O presente trabalho visa identificar o quão influenciado os consumidores se apresentam em relação à consciência ambiental no momento da compra de um produto do segmento de higiene pessoal e os critérios a serem considerados neste momento de decisão. Por meio de um questionário respondido de forma online divulgado pelas redes sociais, foram coletados dados que estabeleceram o perfil do consumidor, o comportamento ecológico, os fatores relevantes no ato da compra e a consciência ambiental dos respondentes, além de indicar a relação entre a conduta alimentar vegetariana/vegana e o perfil do consumidor verde e analisar a contribuição de estratégias comerciais verdes na consciência ambiental do comprador. Observando-se os dados obtidos, notou-se que a amostra analisada possui consciência ambiental e uma perspectiva positiva quanto a tornarem-se consumidores verdes, apesar de o fator “Impacto ambiental” se apresentar na posição de 4º lugar ao serem analisados os critérios relevantes de compra. Em relação ao grupo de vegetarianos/veganos, foi possível concluir que os mesmos possuem práticas mais conscientes e sensatas, além de uma consideração elevada ao meio, priorizando o ambientalmente correto.
This paper aims to identify how consumers are influenced according to environmental awareness when buying a product of the personal hygiene segment. Through a questionnaire answered online by social networks, which brought the information needed for establishing the profile of the consumer, the ecological behavior, the relevant factors at the time of purchase and the environmental awareness of the respondents, covering also proves of the relationship between the conduct vegetarian/vegan food and the green consumer profile and to analyze the contribution of green commercial strategies to the buyer's environmental awareness. Observing the data obtained, it was observed that the sample analyzed has an environmental awareness and a good positive outlook for becoming green consumers, although the "Environmental impact" factor presents itself in the 4th place position when the criteria of the analysis are relevant purchase information. In relation to the group of vegetarians / vegans, it was possible to conclude that they have more conscious and sensible practices, besides a high consideration to the environment, prioritizing the environmentally correct.
This paper aims to identify how consumers are influenced according to environmental awareness when buying a product of the personal hygiene segment. Through a questionnaire answered online by social networks, which brought the information needed for establishing the profile of the consumer, the ecological behavior, the relevant factors at the time of purchase and the environmental awareness of the respondents, covering also proves of the relationship between the conduct vegetarian/vegan food and the green consumer profile and to analyze the contribution of green commercial strategies to the buyer's environmental awareness. Observing the data obtained, it was observed that the sample analyzed has an environmental awareness and a good positive outlook for becoming green consumers, although the "Environmental impact" factor presents itself in the 4th place position when the criteria of the analysis are relevant purchase information. In relation to the group of vegetarians / vegans, it was possible to conclude that they have more conscious and sensible practices, besides a high consideration to the environment, prioritizing the environmentally correct.
Descrição
Palavras-chave
sustentabilidade , marketing verde , consciência ambiental , comportamento do consumidor , sustainability , green marketing , environmental awareness , consumer behavior