%0 Journal Article
%T FACTORS INFLUENCING CONSUMPTION "GREEN": A STUDY ON BUYING BEHAVIOR IN THE SUPERMARKET SECTOR DOI:10.5585/remark.v10i1.2213 FATORES DE INFLU¨ºNCIA NO CONSUMO ¡°VERDE¡±: UM ESTUDO SOBRE O COMPORTAMENTO DE COMPRA NO SETOR SUPERMERCADISTA DOI:10.5585/remark.v10i1.2213
%A S¨¦rgio Silva Braga J¨²nior
%A Dirceu Silva
%A Sergio Luiz do Amaral Moretti
%J REMark : Revista Brasileira de Marketing
%D 2011
%I 
%R 10.5585/remark.v10i1.2213
%X In recent years, companies have incorporated into their daily and strategic planning, elements of social and environmental management. This has been implemented in an attempt to adapt to new consumer trends that have come to appreciate such initiatives in its product evaluation and to align with new legal obligations relating to environmental issues. It is is justified both for the supermarket retail industry and for the field of sustainability studies to examine the main factors influencing consumers to buy retail market consumer products considered "green." A survey was conducted with a sample of 174 students in postgraduate courses. The regression lines of each factor were evaluated according to the categorical variables: gender, family income, age group and marital status. The results show differences concerning gender and marital status. There are differences in the factor ¡°reduction of environmental impacts¡± regarding the variables family income and age. This analysis indicates that the views of the sample is homogeneous (everyone pays attention to product information) and there is an apparent concern with environmental issues and with the purchase of green products. Nos ¨²ltimos anos, as empresas t¨ºm incorporado ao seu cotidiano e planejamento estrat¨¦gico, elementos de gest o social e ambiental visando se adequar ¨¤s novas tend¨ºncias dos consumidores que passaram a valorizar tais iniciativas na sua avalia  o de produtos e, para se alinhar ¨¤s novas obriga  es legais ligadas ¨¤s quest es ambientais. Com base no contexto apresentado justifica-se, tanto para os estudos do setor varejista supermercadista quanto da sustentabilidade, verificar os principais fatores que influenciam os consumidores a comprar no varejo supermercadista produtos de consumo considerados ¡°verdes¡±. Para atingir o objetivo proposto foi aplicado um survey junto a uma amostra de 174 alunos de cursos de p¨®s-gradua  o. As retas de regress o de cada fator foram avaliadas segundo as vari¨¢veis categ¨®ricas: sexo, renda familiar, faixa de idade e estado civil. Os resultados mostraram diferen as quanto ao sexo e estado civil. Quanto ¨¤s vari¨¢veis, renda familiar e faixa et¨¢ria h¨¢ diferen as no terceiro fator (diminui  o dos impactos ambientais). Tal an¨¢lise indica que as opini es dos sujeitos da amostra s o muito homog¨ºneas e que h¨¢ uma aparente boa preocupa  o com os produtos verdes.
%K Green Products
%K Retail Supermarket
%K Social and Environmental Management.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2213