RESPONSABILIDADE SOCIAL DO CONSUMIDOR: UMA ANÁLISE MULTIDIMENSIONAL NO SEGMENTO DE PRODUTOS ORGÂNICOS
DOI:
https://doi.org/10.12662/2359-618xregea.v5i2.p34-46.2016Keywords:
Responsabilidade Social do Consumidor, Produtos orgânicos, Comportamento do consumidorAbstract
O objetivo geral deste estudo é mensurar o nível de responsabilidade social do consumidor de produtos orgânicos, em relação à percepção de seu comportamento. Foram analisadas quatro dimensões de comportamento: altruísta, ambientalmente sustentável, ativista e ético. Trata-se de uma pesquisa quantitativa, descritiva e explicativa realizada por meio de uma amostra de 92 indivíduos autodeclarados consumidores de produtos orgânicos. Foram empregadas técnicas estatísticas (teste t de médias, correlação e regressão múltipla), por meio do software SPSS 20.0. Os resultados indicaram níveis altos de responsabilidade social de consumidores orgânicos para as dimensões: altruísta, ambientalmente sustentável e ativista, contudo nível moderado para o comportamento ético. Foi revelada forte correlação entre as dimensões: ambiental e altruísta; ambiental e ativista; ativista e altruísta. Ademais, tem-se que a variável renda não se mostrou preditora significativa do nível de responsabilidade social. Porém, a variável idade apresentou fraca relação inversa com o nível de responsabilidade social, ou seja, infere-se que os mais jovens afirmam ser consumidores mais responsáveis que os indivíduos com mais anos de vida.Downloads
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