Abstract
One of the main challenges to achieving the much desired sustainable development is to identify the paths so as to realize the transition from speech to sustainable practice. One of the first aspects necessary for this transition is the change in the forms of production and consumption. This article aims to analyze the beliefs of individuals about the sustainability issue are related to the behavior of sustainable consumption. When investigating this relationship opens the opportunity to shed light on the factors that may influence consumption in order to make it sustainable. Therefore, validated instruments were used in the research from previous study of the constructs beliefs in sustainability and sustainable consumption behavior in a sample of brazilian and paraguayan students. Data analysis occurred through structural equation modeling. The results showed that, for the brazilian sample, the beliefs of individuals concerning the sustainability influence their willingness to sustainable consumption, however, this relationship was not true for the sample of paraguayan students. And cultural factors related to the understanding of stage about the sustainability for both countries are possible explanations for the results.
Highlights
The incompatibility between the current systems of production and consumption and the availability of natural resources has provoked intense debates regarding the urgency of sustainable development for the contemporary economy
Portilho (2005) argues that when approaching to the question of sustainability and sustainable development, it is difficult to separate them from broader consumption explanations, and sustainable consumption
The explanatory factors or the factors directly associated with the adoption of this new posture or behavior of sustainable consumption are relevant for the understanding of the paths that can lead to sustainable development
Summary
There are growth limits beyond which our industrialized society can not expand. The adoption of sustainable marketing can be used to camouflage derogatory processes. 12 Strategies to minimize environmental impacts generate costs for organizations. 15 I know the laws aimed at minimizing the environmental impacts applied to companies. 16 I can list at least three certifications aimed at minimizing environmental impacts. 17 The environmental question is considered by the organizations in the definition of their strategies. In order to analyze the behavior of sustainable consumption, we chose to use the instrument proposed and validated by Ribeiro and Veiga (2011), which contemplates 11 questions that, together, measure the construct consumer behavior. 19 Separate glass (beer gags, soda, perfume bottles, etc.) for recycling. 20 I separate papers (newspapers, magazines, books, notebooks, etc.) for recycling. 21 Separate plastic packaging (bags, PET bottles, disposable cups, etc.) for recycling. 22 In elections for public office, I prefer to vote for candidates who have strong positions in defense of the environment
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