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Publication
A influência do marketing verde na decisão do consumidor: o caso dos produtos de cosméticos e de cuidados pessoais biológicos
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| 1.53 MB | Adobe PDF |
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Abstract(s)
A crescente preocupação dos indivíduos com o meio ambiente e a preferência de alguns consumidores por produtos produzidos de forma sustentável tem levado ao desenvolvimento de uma variedade de alternativas biológicas em produtos de diversos setores de consumo. O tema desta investigação incide sobre uma área especifica do marketing, denominada marketing verde, mais concretamente, sobre as implicações que este conceito tem vindo a ter no processo de decisão de compra do consumidor.
Na presente investigação é analisado o perfil e o comportamento do consumidor verde com o recurso a variáveis sociodemográficas (sexo, idade, habilitações literárias) e psicográficas (preocupação ambiental). É também alvo deste estudo o comportamento de compra do consumidor verde, com enfoque na intenção de compra de produtos biológicos.
No que diz respeito à metodologia, optou-se pelo método descritivo através da aplicação de um inquérito que permitiu quantificar diferentes perceções sobre o processo de decisão de compra dos produtos de cuidados pessoais e cosméticos biológicos. Recorreu-se a uma amostra constituída por 111 respondentes, tendo concluído que:
Confirma-se que o preço é um fator importante para o consumidor verde.
O comportamento de compra destes produtos varia com o género.
A relação das preocupações com a saúde está relacionada com a compra dos produtos biológicos.
The growing concern of individuals with the environment and the preference of some consumers for sustainably produced products has led to the development of a variety of biological alternatives in products from various consumer sectors. The subject of this investigation focuses on a specific area of marketing, called green marketing, more specifically, on the implications that this concept has come to have in the consumer purchasing decision process. In the present research the profile and behavior of the green consumer is analyzed using socio-demographic variables (sex, age, literacy) and psychographic variables (environmental concern). It is also the target of this study the buying behavior of the green consumer, focusing on the intention to buy organic products. Regarding the methodology, we opted for the descriptive method through the application of a survey that allows quantifying different perceptions about the decision process of buying biological products of personal care and cosmetics. A total of 111 respondentsv were used as sample, having conlude that: It is confirmed that price is an important factor for the green consumer. The buying behavior of products varied with gender. The relationship of health concerns is related to the purchase of organic products.
The growing concern of individuals with the environment and the preference of some consumers for sustainably produced products has led to the development of a variety of biological alternatives in products from various consumer sectors. The subject of this investigation focuses on a specific area of marketing, called green marketing, more specifically, on the implications that this concept has come to have in the consumer purchasing decision process. In the present research the profile and behavior of the green consumer is analyzed using socio-demographic variables (sex, age, literacy) and psychographic variables (environmental concern). It is also the target of this study the buying behavior of the green consumer, focusing on the intention to buy organic products. Regarding the methodology, we opted for the descriptive method through the application of a survey that allows quantifying different perceptions about the decision process of buying biological products of personal care and cosmetics. A total of 111 respondentsv were used as sample, having conlude that: It is confirmed that price is an important factor for the green consumer. The buying behavior of products varied with gender. The relationship of health concerns is related to the purchase of organic products.
Description
Keywords
Marketing verde Processo de decisão de compra Consumidor verde Produtos de cuidados pessoais Produtos de cosmética Green marketing Purchase decision process Green consumer Personal care products Cosmetic products