Influence of green stamps on consumer behavior

• Autor(a) principal: Andreoli, Tais Pasquotto
• Data de Publicação: 2021
• Outros Autores: Santos, Suelen Francine Oliveira, Rodrigues, Ana Paula Frias, Silva, Tatiana Carneiro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/245646
• topic: societal marketing; green marketing; green seals; consumer behavior.; marketing societal; marketing verde; selos verdes; comportamento do consumidor.

The objective of this study was to analyze the influence of the practice of green stamps on consumer behavior. Initially, a review of the literature was carried out, focusing on the discussion about societal marketing, its origin and evolution, also discussing green marketing, its concept and its importance, entering the theme of the practice of green stamps. Taking the literature as support, a quantitative approach was adopted using two quantitative surveys, the first one to analyze three products with the same green stamp, together (n=316), and the second with them separately (n=69), comparing them later. It was possible to verify some ambiguity of the respondents about the practice of green stamps, on the one hand valuing it as a competitive differential, but, on the other, recognizing the lack of perception and concern of the consumers about it.