Identificação da preocupação ambiental e do hedonismo a partir da análise do comportamento do consumidor da Feira Livre de Dom Pedrito/RS

Abstract

Free trade shows are one of the oldest commercial representations of products of agricultural origin possessing until today an important economic and social role. However, it is understood that different factors influence consumer behavior such as culture reference groups and aspects of the individual's personality. Following this context this study aims to identify which factor the consumer takes more into consideration at the time of purchase if his choices are influenced by an environmental concern or through a hedonic perception. In this sense, the descriptive research with quantitative approach and non-probabilistic sampling for convenience was used as methodology in this study. Through the results it was realized that the consumer of the free fair of the municipality has a more intense environmental concern than the hedonic however it was also observed that there is a relation between environmental concern and hedonism. Therefore, the consumers of the free fair of Dom Pedrito can worry about the environment while they also take pleasure in carrying out their purchases