O consumidor verde: perfil e comportamento de compra na fronteira Brasil - Uruguai

Abstract

Over time there will have found a greater concern of the population in relation to the environment and the impact this has suffered from disordered consumerism. This study aims to identify the profile of the green consumer, which has a high ecological awareness, which leads him to seek more sustainable options in the act of consuming. This paper seeks to derive data on two distinct populations, Santana do Livramento - Brazil consumers, and Rivera - Uruguay consumers, defining the profile, buying behavior and what characteristics presented more influence in decision making for choice of such product, and to evaluate whether this ecological behavior translates into purchase intent for sustainable products. Faced with the above, the study was conducted through survey, with online questionnaire and face with a quantitative approach. For data analysis, frequency distributions were used, measures of central tendency, variability, statistical parametric test assumptions and also the linear regression technique. The results show a greater relevance of psychographic characteristics for sociodemographic to explain the green consumer behavior. It was also found that consumers who demonstrate a high environmentally conscious behavior reveal an intention to purchase positive environmentally responsible products.