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Fatores que influenciam a compra de produtos verdes : teoria dos valores de consumo
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Hoje em dia, assistimos da parte dos consumidores a uma mudança de atitude perante os seus comportamentos de consumo em resposta às crescentes preocupações ambientais. O marketing tem assumido um papel de destaque nesta mudança de comportamento, sendo que, a área do marketing onde incide este tema é conhecida como marketing verde. A investigação identifica quais os fatores que influenciam o comportamento de compra verde. Para tal, foram definidos os seguintes objetivos: identificar quais os valores de consumo que influenciam o comportamento; perceber se a preocupação ambiental, definida como uma atitude para a preservação do meio ambiente também influencia o comportamento; e, verificar se existe o desvio entre as atitudes e os comportamentos encontrado em outras investigações, bem como perceber se os valores de consumo têm alguma influência sobre a atitude. Nesta investigação foi aplicada a teoria dos valores de consumo, desenvolvida por Sheth et al. (1991), que defende que o comportamento do consumidor é influenciado por cinco valores de consumo, valores funcionais, sociais, emocionais, condicionais e epistêmicos. O estudo foi de carácter quantitativo, recorrendo-se a um inquérito online e a uma amostra de 197 inquiridos. Os resultados demonstram que os valores funcionais qualidade (fator qualidade), valores emocionais (fatores emocionais), valores epistêmicos (fatores de curiosidade, novidade e conhecimento) e a preocupação ambiental influenciam o comportamento de compra do consumidor. Verificou-se ainda que, os mesmos valores que influenciam o comportamento também influenciam a atitude, levando a crer que os valores podem influenciar direta ou indiretamente o comportamento através de atitudes.
Nowadays, we have witnessed when it comes to consumers to a change of attitude towards their consumption behaviors in response to growing environmental concerns. The marketing has assumed a prominent role in this change of behavior, and the area of marketing which focuses this issue is known as green marketing. The research identifies the factors that influence the behavior of green purchasing. For this purpose, the following goals were defined: identifying which consumption values influence behavior; realize the environmental concern, defined as an attitude to the preservation of the environment also influences behavior; and check if there is a discrepancy between attitudes and behaviors found in other investigations, as well as understand if consumption values have some influence on attitude. In this research the theory of consumption values, developed by Sheth et al. (1991), was applied. This thesis argues that consumer behavior is influenced by five values of consumption; functional, social, emotional, conditional and epistemic values. The study was quantitative, resorting to an online survey and a sample of 197 respondents. The results demonstrate that functional values quality (quality factor), emotional values (emotional factors), epistemic values (factors of curiosity, novelty and knowledge) and environmental concerns influence the buying behavior of the consumer. It was also found that the same values that influence behavior also influence the attitude, leading us to believe that the values can directly or indirectly influence behavior through attitudes.
Nowadays, we have witnessed when it comes to consumers to a change of attitude towards their consumption behaviors in response to growing environmental concerns. The marketing has assumed a prominent role in this change of behavior, and the area of marketing which focuses this issue is known as green marketing. The research identifies the factors that influence the behavior of green purchasing. For this purpose, the following goals were defined: identifying which consumption values influence behavior; realize the environmental concern, defined as an attitude to the preservation of the environment also influences behavior; and check if there is a discrepancy between attitudes and behaviors found in other investigations, as well as understand if consumption values have some influence on attitude. In this research the theory of consumption values, developed by Sheth et al. (1991), was applied. This thesis argues that consumer behavior is influenced by five values of consumption; functional, social, emotional, conditional and epistemic values. The study was quantitative, resorting to an online survey and a sample of 197 respondents. The results demonstrate that functional values quality (quality factor), emotional values (emotional factors), epistemic values (factors of curiosity, novelty and knowledge) and environmental concerns influence the buying behavior of the consumer. It was also found that the same values that influence behavior also influence the attitude, leading us to believe that the values can directly or indirectly influence behavior through attitudes.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing Verde Valores atitudes e comportamento do consumidor Preocupação Ambiental Teoria dos Valores de Consumo Green Marketing Values attitudes and consumer behavior Environmental Concern Theory of Consumption Values
Contexto Educativo
Citação
Lourenço, Tiago Filipe Ferreira (2014). "Fatores que influenciam a compra de produtos verdes : teoria dos valores de consumo". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão