Abstract
Resumo Este estudo analisou a relação entre as diferentes motivações do consumo verde no contexto de um produto com características egoístas e/ou altruístas, dados os diferentes níveis de consciência ambiental e seu impacto no comportamento do consumidor. Para tal foi realizada uma pesquisa explicativa, de caráter quantitativo, que utilizou como método a realização de um experimento do cenário dos valores sociais e da consciência do indivíduo. Os resultados mostraram que a motivação na perspectiva da preocupação ambiental, que propõe um consumo altruísta, influenciou em maior intensidade a prática do consumo verde quando comparada à motivação da perspectiva social (modismo e posicionamento individual), que, por sua vez, propõe um consumo egoísta. Os dados também demonstraram que para a elite tecnológica o valor social proporcionado pelo consumo, seja por sua perspectiva normativa ou pelo status social, não influenciam a prática do consumo verde. Por fim, a pesquisa comprovou que o nível de consciência ambiental é um importante antecedente da intenção de uso de produtos verdes, na qual usuários com maior nível de consciência ambiental têm maior intenção de consumo, embora também ter sido demonstrado a existência de uma grande lacuna entre a predição de uso e o uso corrente de produtos verdes para consumidores.
Highlights
Over the last two decades (1997-2017), consumers have been exposed to technological scenarios related to environmental contexts and the concept of sustainability (OTTMAN, 2011; BARBOZA and ARRUDA FILHO, 2012), which led to an increasing perception of environmental awareness, and consumers are demonstrating more appreciation for green products (GERSHOFF and FRELS, 2015; ARRUDA FILHO and BRITO, 2017; MEDEIROS and RIBEIRO, 2017; DANILECKI, MROZIC and SMURAWSKI, 2017)
There has been an increase of sustainable products (KUMAR, MANRAI and MANRAI, 2017; JELSMA, 2003; HEISKANEN, KASANEN and TIMONEN, 2005; BARBIERI, VASCONCELOS, ANDREASSI, et al, 2010), which has led to more consumers having sustainable/green experiences
There was a significant increase in these two variables as the level of environmental awareness increased, which contributed to the ratification of hypothesis H2 reinforcing the role that the level of environmental awareness plays to influence the practice of green consumption and to ratify the results found in the initial experiment (KIECKHÄFER, WACHTER and SPENGLER, 2017)
Summary
Over the last two decades (1997-2017), consumers have been exposed to technological scenarios related to environmental contexts and the concept of sustainability (OTTMAN, 2011; BARBOZA and ARRUDA FILHO, 2012), which led to an increasing perception of environmental awareness, and consumers are demonstrating more appreciation for green products (GERSHOFF and FRELS, 2015; ARRUDA FILHO and BRITO, 2017; MEDEIROS and RIBEIRO, 2017; DANILECKI, MROZIC and SMURAWSKI, 2017).Recent discussions and communications of products in the market have disseminated green values, observed in sharing services such as laundries, carpool services, and car and house sharing (KIECKHÄFER, WACHTER and SPENGLER, 2017; JOSHI and RAHMAN, 2015; JANSSEN and JARGER, 2002). The diffusion of green values and green products has reached markets that, in a preliminary and superficial analysis, are not related to environmental protection or sustainability, such as the market for high-tech products. This segment presents a new trend: to add green attributes to products, i.e., to include a convergence with multiple functions in a single device (ARRUDA FILHO and BRITO, 2017). In this scenario, little research has been conducted on consumer behavior in relationship with green technological products. By Barboza and Arruda Filho (2012), shows value perceptionregarding technology products with “green” integration/characteristics as a bonus for the consumer (KUMAR, MANRAI and MANRAI, 2017)
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