A Preocupação Ambiental é Transformada em Intenção de Compra para Produtos Verdes no Varejo?

Abstract

The environmental concern influences the purchase intention for green products in retail? In order to assess whether the consumer has intention to purchase green products for retail, in this study is investigated the influence of environmental concern on the buying behavior of the individual in the acquisition of green products at retail. Therefore, we performed an exploratory quantitative through a survey with a sample of 176 consumers residing in the southern city of Sao Paulo, answering about their perception about how he believes that other individuals of society respond to the same items. A scale was developed based on two previous studies. That scale was applied and validated for ten experts has proven effective for measuring environmental perception and purchase intention of the respondents. Data analysis was done by structural equation modeling, using the PLS measurement model. Results show that the consumer has intention to purchase green products for retail. However, not observed in the same proportion when it comes to its perception as a member of society, that is, the answers provided have a tendency for social desirability, ie, the consumer responds to the concern about being politically correct.