Green Consumer Behavior: Evidence From the Brazil – Uruguay Border Region

• Autor(a) principal: Vieira Pereira, Juliana Dachi
• Data de Publicação: 2019
• Outros Autores: Viana, João Garibaldi Almeida, Alves, Ricardo Ribeiro
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/13988
• topic: Environmental Marketing; Green Consumption; Sustainability; Consumo Verde; Marketing Ambiental; Sustentabilidade

Objective: The objective of this article was to analyze the ecologically conscious consumer buying behavior in the Brazil-Uruguay border region, paying particular attention to the influence of sociodemographic and psychographic characteristics on consumer behavior.Method: The research was a descriptive, quantitative approach, using a survey in a sample of 134 consumers in the municipalities of Santana do Livramento (Brazil) and Rivera (Uruguay). The data analysis techniques used were descriptive statistics, hypothesis test and linear regression.Originality/Relevance: Environmental concerns and the impact of disordered consumption in today’s society are prominent themes in the consumer behavior literature. In this context emerges a trend of more conscious behavior, encouraging companies to seek sustainability practices. One challenge in this new consumer dynamic is to find out what factors lead consumers to opt for a specific product.Results: The results showed that the respondents present an ecologically conscious medium-high behavior. To explain the behavior of the green consumer, the parameters of the regression models indicated a greater relevance of the psychographic characteristics in relation to the sociodemographic ones, with the variable of perceived efficacy playing an important role. Results suggest that the higher the consumer's ecological awareness, the greater their intentions to purchase sustainable products.Theoretical/Methodological Contributions: The results of the study can inform marketing professionals in the planning of campaigns in order to reach the green consumer more effectively, in addition to expanding research efforts in the area of Environmental Marketing.