CONCERNING OR ACTING? THE DICHOTOMY BETWEEN DISCOURSE AND PRACTICE IN SUSTAINABLE CONSUMER BEHAVIOR OF PORTO ALEGRE’S CITIZEN DOI - 10.5752/P.1984-6606.2015v15n40p57

  • Marilia Bonzanini Bossle Universidade Federal do Rio Grande do Sul
  • Luís Felipe Machado do Nascimento
  • Paola Schmitt Figueiró
  • Marcelo Trevisan
  • Hugo Fridolino Muller
Palavras-chave: Sustainable behavior. Environmental awareness. Citizens’atitudes.

Resumo

The purpose of this paper is to identify the relationship between attitudes and environmentalbehavior among residents in the city of Porto Alegre in southern Brazil, using a Survey thatwas applied with 1200 citizens. We analyzed the descriptive statistics and conducted anANOVA to test the effects of demographic factors in a series of variables. The gap between“attitude” and “behavior” was confirmed. The willingness to pay a premium for products withenvironmental appeal, although present in all levels, is higher for people from higher incomeand educational backgrounds and is higher for cosmetics than for natural foods. Respondentsconsider environmental criteria at purchase and they know how to dispose of products.Consumers lack of a systemic view of the production and consumption chain. Although ourfindings have practical (to improve concern in the population) and academic (to compare withsimilar studies) implications, results cannot be generalized, because they are specificallyrelated to a single city. The results will be valuable in guiding business strategies, publicpolicy and further research. Consumers realize the importance of sustainable issues but theyneed further knowledge to put their awareness into practice. This paper jointly analyzesawareness, behavior, the importance of the environmental appeal of products andenvironmental problems. People tend to answer positively, but they fail to act accordingly.

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Biografia do Autor

Marilia Bonzanini Bossle, Universidade Federal do Rio Grande do Sul

Marilia Bonzanini Bossle is currently a PhD Candidate in Business Administration at Federal University of Rio Grande do Sul (UFRGS) and Visiting PhD Researcher at MAPP (Centre for Research on Customer Relations in the Food Sector), Dep. of Business Administration, Aarhus University. Research areas of interest: Eco-innovation, Sustainable Production and Consumption, Sustainable issues related to food, Waste Management.

Publicado
20-10-2015
Seção
Artigos