مقاله انگیزه ترویج محصولات سبز و نگرش مصرف کنندگان کشور در حال ظهور

Motivations for promoting the consumption of green products in an emerging country: Exploring attitudes of Brazilian consumers

Abstract

Understanding the motivations that stimulate green consumption can promote environmentalthinking to increase demand, especially because the current estimated market share for greenproducts is less than 4% worldwide. In this scenario, emerging countries have contributed tothe increasing levels of consumption and environmental effects. Culture and socio-economicstatus play a significant role in environmental impacts and influences the consumption ofgreen products. The current body of literature lacks studies focused on the attitude of Brazilianconsumers in relation to these products. This research evaluates the elements that motivatethe consumption of green product. A survey targeting individuals who have consumed theseproducts was performed in the largest city in Southern Brazil. Data were analyzed using afactorial analysis, and a causal structural equation model was created to evaluate the driversthat promote green consumption. The elements of Information and Knowledge, EnvironmentalAttitude, Social Context and Environmental Consciousness were strongly correlated with greenconsumption. However, the Quality and Price of green products has shown a weakerrelationship with consumption. These elements indicated that the individuals in the surveyrecognize and seek information covering environmental issues, are concerned with the healtheffects associated with the consumption of the goods, and reject a brand or company thatmight have demonstrated inappropriate environmental behaviours. Also indicate that therelation price versus quality does not play a central role in the decision of consuming greenproducts. Finally, information about these products and their point-of-sale availability werehighlighted as enhancing green consumption. This outcome suggests that education mightincrease green consumption. This research contributed to understand the main drivers thatsupport the decision about the green products option made for the surveyed sample. From amanagerial standpoint, improvements in ethical transactions, the promotion of sociallyresponsible actions, the distribution of appropriate information about green products, and thestructure of the green supply chain could create new businesses focused on sustainableproduction and consumption. The findings of this research could support future policies andactions focused on providing information and knowledge about environmental and healthcontribution of the green products to the consumers, producers, companies, and society.

Keywords: green products; green consumption; sustainability; green market.