ESTUDO SOBRE A CONSCIENTIZAÇÃO DO CONSUMIDOR NA PRÁTICA DOS GESTOS DE CONSUMO: ESTUDO DE CASO COM ESTUDANTES DA UNIVERSIDADE FEEVALE

Abstract

STUDY ON CONSUMER AWARENESS IN PRACTICE OF THE GESTURE OF CONSUMPTION: A CASE STUDY OF STUDENTS OF FEEVALE UNIVERSITY Rapid population growth, economic and industrial boom of the last century a discussion of the influence of environmental impact identified in the quality of life and environmental preservation. Themes such as social responsibility, sustainable development and responsible consumption became the subject of investigations and extensive debate in society, especially in business. Currently, young people are identified and associated with very concepts of consumerism and materialism creating a heavy legacy that could result from excesses and economic enterprise. But the younger people, they begin to show signs of maturity, appearing linked to social and environmental movements. This study aims to evaluate the influence of youth awareness and green marketing on the purchasing decision of the university are a highly enlightened. The research aims to evaluate the influence of green marketing on the university population between 18 and 30 years at the Feevale University. The younger age groups of the population wish protagonists through their acts of consumption, attitudes that consider engagement with responsible environmental behavior, exhibiting behaviors that demonstrate the search for affirmation of his personality as subjects of history which ends up contradicting a vision seen only materialistic. Young people are eager to make your consumer attitude a gesture of effective participation in what they perceive as products and services committed to environmental preservation. This work, through research with students of Feevale University, presents results that are surprising and believes that attest awareness of this social segment, studied from the influence of the appeal of general awareness about green marketing and sustainable consumption and to evaluate the influence of these factors in the gestures and attitudes of general consumption, favoring products deemed environmentally friendly or eco partner.