Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers

Abstract

Understanding the motivations that stimulate green consumption can promote environmental thinking to increase demand, especially because the current estimated market share for green products is less than 4% worldwide. In this scenario, emerging countries have contributed to the increasing levels of consumption and environmental effects. Culture and socio-economic status play a significant role in environmental impacts and influences the consumption of green products. The current body of literature lacks studies focused on the attitude of Brazilian consumers in relation to these products. This research evaluates the elements that motivate the consumption of green product. A survey targeting individuals who have consumed these products was performed in the largest city in Southern Brazil. Data were analyzed using a factorial analysis, and a causal structural equation model was created to evaluate the drivers that promote green consumption. The elements of Information and Knowledge, Environmental Attitude, Social Context and Environmental Consciousness were strongly correlated with green consumption. However, the Quality and Price of green products has shown a weaker relationship with consumption. These elements indicated that the individuals in the survey recognize and seek information covering environmental issues, are concerned with the health effects associated with the consumption of the goods, and reject a brand or company that might have demonstrated inappropriate environmental behaviours. Also indicate that the relation price versus quality does not play a central role in the decision of consuming green products. Finally, information about these products and their point-of-sale availability were highlighted as enhancing green consumption. This outcome suggests that education might increase green consumption. This research contributed to understand the main drivers that support the decision about the green products option made for the surveyed sample. From a managerial standpoint, improvements in ethical transactions, the promotion of socially responsible actions, the distribution of appropriate information about green products, and the structure of the green supply chain could create new businesses focused on sustainable production and consumption. The findings of this research could support future policies and actions focused on providing information and knowledge about environmental and health contribution of the green products to the consumers, producers, companies, and society.