Conhecimento e afeto ecológicoantecedentes do consumo ecológico

Resumo

Sustainable development is a multidimensional challenge with implications on all sectors of society. From the marketing point of view, building a significant green market can be of great importance in facing this challenge. Considering that, understanding the backgrounds of ecological consumption could reveal how environmentally oriented consumption behavior occur and so, it can help the development of both educational and commercial campaigns. The present study examines the influence of emotional and cognitive factors in the ecologically correct shopping behavior. To do so, a conceptual model was built, based on the literature and it was submitted to empirical verification, using a survey approach, analysed through Structural Equation Modeling (SEM) method. A sample of 291 individuals, gathered through electronic means was analysed during the month of January, 2010. This research's findings confirm that emotion and subjective knowledge are backgrounds for ecologically correct consumption, mediated by the attitude reffering to the ecological consumption and by the intention to engage in such behavior. It is considered that the objectives of the present study, which was to identify the backgrounds of ecological consumption, were achieved.

Ficha do documento

Tipo

Dissertação

Ano

2010

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/7891

Temas

Modelagem Econômica

Palavras-chave

Ecological consumptionGreen marketingEmotionCognitionSustainable developmentStructural equation modelingConsumo ecológicoMarketing verdeEmoçãoCogniçãoDesenvolvimento sustentávelModelagem com equações estruturaisAdministração de empresasMarketing ecológicoComportamento do consumidor