Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans

Detalhes bibliográficos
Autor(a) principal: Bernardi, Murilo
Data de Publicação: 2024
Outros Autores: Lazzari, Fernanda, Salvador, Christian Kleiton
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Ciências Administrativas (Fortaleza. Online)
Texto Completo: https://ojs.unifor.br/rca/article/view/14023
Resumo: The study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The quantitative method of a descriptive nature was used to carry out the research by applying questionnaires to consumers in the defined countries. The results demonstrated that the sample of Brazilians presented higher levels of environmentalism, attitude towards perceived environmental benefits, trust in companies that produce green products, and credibility towards green marketing claims. In turn, the sample of Americans demonstrated a higher ability to identify green products. It was noted that the green products market has growth potential in Brazil, reinforcing the fact of strong consumer interest and acceptance of the products. Because of this, the study contributes to the knowledge of Brazilian and American companies about the maturity of the green products market and to the identification of factors to be considered in marketing strategies.
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spelling Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and AmericansActitud y Percepción del Consumidor con Relación a los Productos Verdes: Un estudio comparativo entre Brasileños y EstadunidensesAtitude e Percepção do Consumidor com Relação aos Produtos Verdes: Um Estudo Comparativo entre Brasileiros e Estadunidensesprodutos verdesmarketing verdeconsumidor verdecomportamento do consumidorgreen products green marketinggreen consumerconsumer behaviourproductos verdesmarketing verdeconsumidor verdecomportamiento del consumidorThe study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The quantitative method of a descriptive nature was used to carry out the research by applying questionnaires to consumers in the defined countries. The results demonstrated that the sample of Brazilians presented higher levels of environmentalism, attitude towards perceived environmental benefits, trust in companies that produce green products, and credibility towards green marketing claims. In turn, the sample of Americans demonstrated a higher ability to identify green products. It was noted that the green products market has growth potential in Brazil, reinforcing the fact of strong consumer interest and acceptance of the products. Because of this, the study contributes to the knowledge of Brazilian and American companies about the maturity of the green products market and to the identification of factors to be considered in marketing strategies.El estudio buscó analizar si consumidores brasileños y estadunidenses presentaron percepciones y actitudes diferentes con relación a los productos verdes. Para eso, fueron tratados factores como comportamiento de compra, habilidad de identificación de productos verdes, actitud, confianza, escepticismo y credibilidad en alegaciones de marketing verde. Para la aplicación de la investigación, fue utilizado el método cuantitativo de carácter descriptivo, por medio de la aplicación de cuestionarios para consumidores en los países definidos. Los resultados demuestran que la muestra de brasileños presentó índices más elevados de ambientalismo, de actitud en relación a los beneficios ambientales percibidos, de confianza en empresas que producen productos verdes y en credibilidad a las alegaciones de marketing verde. A su vez, la muestra de estadunidenses demostró mayor habilidad en la identificación de productos verdes. Se percibió que el mercado de productos verdes tiene potencial de crecimiento en Brasil, reforzando el hecho del fuerte interés de los consumidores y su aceptación de los productos. Por causa de esto, el estudio contribuye para el conocimiento de empresas brasileñas y americanas sobre la madurez del mercado de productos verdes y para la identificación de factores que deban ser considerados en las estrategias de marketing.O estudo buscou analisar se consumidores brasileiros e estadunidenses apresentam percepções e atitudes diferentes com relação aos produtos verdes. Para isso, foram abordados fatores como comportamento de compra, habilidade de identificação de produtos verdes, atitude, confiança, ceticismo e credibilidade em alegações de marketing verde. Para a aplicação da pesquisa, foi utilizado o método quantitativo de caráter descritivo, através da aplicação de questionários para consumidores nos países definidos. Os resultados demonstraram que a amostra de brasileiros apresentou índices mais elevados de ambientalismo, de atitude em relação aos benefícios ambientais percebidos, de confiança em empresas que produzem produtos verdes e em credibilidade às alegações de marketing verde. Por sua vez, a amostra de estadunidenses demonstrou maior habilidade na identificação de produtos verdes. Notou-se que o mercado de produtos verdes tem potencial de crescimento no Brasil, reforçando o fato do forte interesse dos consumidores e sua aceitação dos produtos. Por conta disso, o estudo contribui para o conhecimento das empresas brasileiras e americanas sobre a maturidade do mercado de produtos verdes e para a identificação de fatores a serem considerados nas estratégias de marketing.Universidade de Fortaleza2024-02-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.unifor.br/rca/article/view/1402310.5020/2318-0722.2024.30.e14023Journal of Administrative Sciences; Vol. 30 (2024); 1-12 Revista de Ciencias Administrativas; Vol. 30 (2024); 1-12Revista Ciências Administrativas; v. 30 (2024); 1-122318-0722reponame:Revista Ciências Administrativas (Fortaleza. Online)instname:Universidade de Fortaleza (UNIFOR)instacron:UNIFORporhttps://ojs.unifor.br/rca/article/view/14023/7281Copyright (c) 2024 Revista Ciências Administrativashttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessBernardi, MuriloLazzari, FernandaSalvador, Christian Kleiton2024-08-20T17:10:50Zoai:ojs.ojs.unifor.br:article/14023Revistahttps://ojs.unifor.br/rca/PUBhttps://ojs.unifor.br/rca/oai||revcca@unifor.br|| sergioforte@unifor.br2318-07221414-0896opendoar:2024-08-20T17:10:50Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)false
dc.title.none.fl_str_mv Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
Actitud y Percepción del Consumidor con Relación a los Productos Verdes: Un estudio comparativo entre Brasileños y Estadunidenses
Atitude e Percepção do Consumidor com Relação aos Produtos Verdes: Um Estudo Comparativo entre Brasileiros e Estadunidenses
title Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
spellingShingle Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
Bernardi, Murilo
produtos verdes
marketing verde
consumidor verde
comportamento do consumidor
green products
green marketing
green consumer
consumer behaviour
productos verdes
marketing verde
consumidor verde
comportamiento del consumidor
title_short Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
title_full Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
title_fullStr Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
title_full_unstemmed Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
title_sort Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
author Bernardi, Murilo
author_facet Bernardi, Murilo
Lazzari, Fernanda
Salvador, Christian Kleiton
author_role author
author2 Lazzari, Fernanda
Salvador, Christian Kleiton
author2_role author
author
dc.contributor.author.fl_str_mv Bernardi, Murilo
Lazzari, Fernanda
Salvador, Christian Kleiton
dc.subject.por.fl_str_mv produtos verdes
marketing verde
consumidor verde
comportamento do consumidor
green products
green marketing
green consumer
consumer behaviour
productos verdes
marketing verde
consumidor verde
comportamiento del consumidor
topic produtos verdes
marketing verde
consumidor verde
comportamento do consumidor
green products
green marketing
green consumer
consumer behaviour
productos verdes
marketing verde
consumidor verde
comportamiento del consumidor
description The study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The quantitative method of a descriptive nature was used to carry out the research by applying questionnaires to consumers in the defined countries. The results demonstrated that the sample of Brazilians presented higher levels of environmentalism, attitude towards perceived environmental benefits, trust in companies that produce green products, and credibility towards green marketing claims. In turn, the sample of Americans demonstrated a higher ability to identify green products. It was noted that the green products market has growth potential in Brazil, reinforcing the fact of strong consumer interest and acceptance of the products. Because of this, the study contributes to the knowledge of Brazilian and American companies about the maturity of the green products market and to the identification of factors to be considered in marketing strategies.
publishDate 2024
dc.date.none.fl_str_mv 2024-02-02
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.unifor.br/rca/article/view/14023
10.5020/2318-0722.2024.30.e14023
url https://ojs.unifor.br/rca/article/view/14023
identifier_str_mv 10.5020/2318-0722.2024.30.e14023
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.unifor.br/rca/article/view/14023/7281
dc.rights.driver.fl_str_mv Copyright (c) 2024 Revista Ciências Administrativas
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Revista Ciências Administrativas
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de Fortaleza
publisher.none.fl_str_mv Universidade de Fortaleza
dc.source.none.fl_str_mv Journal of Administrative Sciences; Vol. 30 (2024); 1-12
Revista de Ciencias Administrativas; Vol. 30 (2024); 1-12
Revista Ciências Administrativas; v. 30 (2024); 1-12
2318-0722
reponame:Revista Ciências Administrativas (Fortaleza. Online)
instname:Universidade de Fortaleza (UNIFOR)
instacron:UNIFOR
instname_str Universidade de Fortaleza (UNIFOR)
instacron_str UNIFOR
institution UNIFOR
reponame_str Revista Ciências Administrativas (Fortaleza. Online)
collection Revista Ciências Administrativas (Fortaleza. Online)
repository.name.fl_str_mv Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)
repository.mail.fl_str_mv ||revcca@unifor.br|| sergioforte@unifor.br
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