Abstract
The objective of this study was to evaluate how some environmental awareness dimensions influence consumer engagement and, consequently, the intention of consuming organic products. The methodology used was quantitative and the data were analyzed by structural equation modeling. The results obtained from a sample made up of 213 university students confirmed three hypotheses raised for research: the precautions taken in the domestic environment and mobilizing attitudes towards environmental positively influence more engaged consumption, and an engaged consumer has a greater intention of consuming organic products. Thus, the present study provides relevant information on the behavior of individuals in this market.
Highlights
In recent years, the market for natural and organic products has presented an accelerated growth, demonstrating a worldwide trend of increasing demand with offers in various segments (Gonçalves-Dias, Teodósio, Carvalho, & Silva 2009; Green America, 2013; Toni, Eberle, Larentis, & Milan, 2018)
In measures with factorial loadings greater than 0.4 and smaller than 0.7, the impacts of their exclusion were assessed by average variance extracted (AVE) and composite reliability that are indicators associated with the measurement quality
The previous session presented the data results obtained from a research carried out with university students in order to understand whether an engaged consumer, influenced by the precautions taken in domestic environment, mobilization attitude towards environmental issues and concern about waste, is more likely to consume organic products
Summary
The market for natural and organic products has presented an accelerated growth, demonstrating a worldwide trend of increasing demand with offers in various segments (Gonçalves-Dias, Teodósio, Carvalho, & Silva 2009; Green America, 2013; Toni, Eberle, Larentis, & Milan, 2018). Regarding the domestic environment, Barbosa & Veloso (2014) consider that the daily domestic practices reflect the individual's awareness degree, especially in the food, personal hygiene and cleaning activities, such as the simultaneous use of various household appliances and electronics that demand the electricity use, food waste, e water excessive use in cleaning, bathing, washing clothes and dishes, incorrect disposal of garbage etc The research considered these dimensions to formulate the first three study hypotheses: H1: The precautions taken in the domestic environment positively influence a more engaged consumption. The authors found that there is a positive influence between the ecological products valuation on the intention to purchase ecological products In this context, it is expected, that aware consumers know how to distinguish environmentally friendly foods, as in the case of organic products, from conventional farming techniques (Barcellos et al, 2015; Sousa & Romero, 2018).
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