CONSUMO ÉTICO E SEUS IMPACTOS: DETERMINANTES DO COMPORTAMENTO DO CONSUMIDOR BRASILEIRO
DOI:
https://doi.org/10.12662/2359-618xregea.v4i2.p22-36.2015Keywords:
Consumo ético, Determinantes de consumo ético, Comportamento do consumidor, Consumidor brasileiroAbstract
A demanda por produtos e serviços que respeitem o meio ambiente e a sociedade tem-se tornado intensa, em especial, diante do esgotamento do modelo de consumo subjacente ao capitalismo contemporâneo. Este fato faz que os cidadãos busquem alternativas de consumo que tragam benefícios à comunidade, não só em curto, mas também em longo prazo. Neste sentido, este estudo tem como objetivo principal analisar os principais determinantes do comportamento do consumidor no contexto brasileiro, face ao consumo ético. Para concretizar esse objetivo, foi elaborada uma pesquisa aplicada a 308 brasileiros com idade igual ou superior a 18 anos e que residissem no País. Dessa análise, resultaram evidências de que as variáveis individualismo, egoísmo e orientação comunitária possuem significância na explicação do comportamento ético dos consumidores brasileiros e que o consumo ético pode impactar na sensibilidade ao preço, na satisfação com a vida e na compra compulsiva. Presume-se, então, que o presente estudo será relevante para as empresas de diversos portes e setores, atuantes ou que pretendam atuar no mercado brasileiro, como forma de contribuir para a caracterização de novos segmentos de mercado, bem como para servir de orientação para análises de comportamento de compra.Downloads
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