Consumo de produtos verdes no varejo supermercadista: a intenção de compra Versus a compra declarada

Abstract

Does environmental concern affect the retail buying of green products? Current research evaluates the influence of environmental concern in the individual´s retail buying behavior of green products to assess whether the consumer acknowledges and actually declares the buying of green product. An Internet survey was undertaken with a sample of 483 clients who revealed their perceptions as individuals and the manner they observed people in their communities. Current survey has been foregrounded on Cardigo (2008) who enhanced the importance of environmental awareness, voluntarism and the adoption of the simple life based on green products. Malheiros, Farhangmehr and Soares (2010) actually investigated the gap between attitudes, intentions and behavior with regard to ethical consumption. Moretti, Silva and Braga Jr. (2010) analyzed environmental awareness related to the buying of green products, reward to social and environmental correct enterprises and ecologically correct deals. Scales were efficient to test environmental concern and firms´ responsible social and environmental transactions by the consumer. The results of this study failed to demonstrate that the model Bagozzi (1981) also confirms the buying behavior for green products because it showed that the attitude has indirect relation with purchasing behavior and not interfere in the decision of the consumer, ie , the behavior has a significant relationship with purchase intention. Along these same lines, another model was generated based on the observation that respondents make society around them with the purpose of assessing whether social desirability. In another model, it was observed that the situation is repeated when respondents filed their answers about how he observes the society around them, however, these responses formed a more adjusted to reality and it was possible to demonstrate that environmental concern has no direct influence the buying behavior for green products at retail. It can be argued that consumers who buy at the supermarket retailer, takes more into account your routine and your past experience.