O marketing verde e sua influência sobre o consumo consciente

Milena Crepaldi Moreira; Marlette Cassia Oliveira Ferreira; Flavio Santino Bizarrias; Jussara Da Silva Teixeira Cucato; Jussara Goulart Da Silva

doi:10.47842/juts.v6i1.59

Authors

Milena Crepaldi Moreira Instituto Federal de Educação, Ciência e Tecnologia São Paulo - IFSPC, São Paulo, Campus Caraguatatuba, (Brasil)
Marlette Cassia Oliveira Ferreira Instituto Federal de Educação, Ciência e Tecnologia São Paulo - IFSPC, São Paulo, Campus Caraguatatuba, (Brasil)
Flavio Santino Bizarrias Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)
Jussara Da Silva Teixeira Cucato Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)
Jussara Goulart Da Silva Universidade Federal de Uberlândia – UFU, Minas Gerais, (Brasil)

DOI:

https://doi.org/10.47842/juts.v6i1.59

Keywords:

Green Marketing, Strategies, Consumer Behavior, Greenwashing and Green Consumption

Abstract

Objective: to analyze consumer behavior in the process of purchasing products that employ green marketing strategies, identifying the effectiveness of ecological actions according to their perception.

Method: The methodology used was quantitative, descriptive research with a convenience sample.

Main results: the distance between what young people think and their true actions in relation to environmental issues is identified.

Relevance/originality: The originality of the research lies in the behavior of the consumer researched, because despite recognizing the importance of green marketing in companies, in some cases the consumer does not understand, in practice, the importance of their individual actions for preserving the environment , and how much their consumption habits can influence companies to adhere to sustainable development.

Theoretical/methodological contributions: use of the ecologically conscious consumer behavior scale – Ecologically Conscious Consumer Behavior by Straughan and Roberts (1999).

Social/management contributions: The managerial and social contributions of the research allow managers and related professionals to become aware of the importance of disseminating their actions for sustainable development to create value among the consumer public. Public authorities can employ actions to raise awareness among young people, who have the opportunity to positively impact their social life and their future professional environment, adopting conscious consumption habits.

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Author Biographies

Milena Crepaldi Moreira, Instituto Federal de Educação, Ciência e Tecnologia São Paulo - IFSPC, São Paulo, Campus Caraguatatuba, (Brasil)

Tecnóloga Em Processos Gerenciais pelo Instituto Federal de Educação, Ciência e Tecnologia São Paulo - IFSPC, São Paulo, Campus Caraguatatuba, (Brasil).

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação, Ciência e Tecnologia São Paulo - IFSPC, São Paulo, Campus Caraguatatuba, (Brasil)

Doutora em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Docente efetiva no Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFSPC, São Paulo, Caraguatatuba.

Flavio Santino Bizarrias, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

Pós-doutor em Marketing Internacional pela Escola Superior de Propaganda e Marketing - ESPM, São Paulo. Doutor em Administração em Administração pela Universidade Nove de Julho - UNINOVE. Professor e Pesquisador do Programa de Pós-graduação em Gestão de Projetos (PPGP) Stricto Sensu da Universidade Nove de Julho - UNINOVE.

Jussara Da Silva Teixeira Cucato, Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)

Doutora em Administração pela Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil). (Linha de Marketing). Professora na Universidade Nove de Julho - UNINOVE, São Paulo.

Jussara Goulart Da Silva, Universidade Federal de Uberlândia – UFU, Minas Gerais, (Brasil)

Doutora em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professora efetiva da Universidade Federal de Uberlândia - UFU, Minas Gerais, no curso de Administração da Faculdade de Ciências Integradas do Pontal - FACIP, atuando na área de Marketing.

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