Determinantes do Comportamento Ambiental em Brasília

Alexandre Nascimento de Almeida, João Carlos Garzel Leodoro Da Silva, Andrea Oliveira Gonçalves, Humberto Angelo

Resumo


A crescente preocupação com o meio ambiente tem modificado o comportamento das pessoas, levando ao questionamento sobre a origem dos produtos e sobre os danos que os mesmos causam ao meio ambiente, ocasionando em um novo tipo de consumidor, conhecido como “consumidor verde”. O objetivo do trabalho é identificar a influência de fatores sociodemográficos e psicográficos no comportamento ambiental dos indivíduos em Brasília e oferecer subsídios para o planejamento de estratégias de marketing ambiental. Os dados foram coletados a partir da aplicação de questionário e utilizada a regressão logística como instrumental analítico. Os resultados indicaram que os indivíduos ambientalmente conscientes são aqueles com maior grau de instrução e, principalmente, aqueles que percebem a eficácia de suas ações ambientais, não importando se essas são pequenas ou isoladas.


Palavras-chave


Consumidor verde, marketing ambiental, gestão ambiental.

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