Discurso versus Ação no Comportamento Ambientalmente Responsável

Amanna Ferreira Peixoto, Rita de Cassia de Faria Pereira

Resumo


A necessidade de repensar a cultura de consumo da sociedade contemporânea traz o interesse em investigar como os hábitos de consumo se relacionam com preservação ambiental. Ainda que haja valorização de práticas sustentáveis, a comparação entre a forma como as pessoas atuam como consumidores em relação à postura ética que apresentam levanta questionamentos. Os consumidores professam preocupação com questões ambientais, mas pesquisas indicam que seus hábitos de consumo continuam antigos. Este estudo analisou as convergências e divergências entre o discurso ambientalmente responsável e o comportamento de consumo sob a perspectiva das teorias da ação (Argyris, Putnam, & Smith, 1985). A pesquisa utilizou entrevistas em profundidade e autorrelato, por meio de um diário de bordo, para coletar qualitativamente informações sobre discursos ambientalmente responsáveis e comportamentos de consumo de 11 participantes. A coleta e análise dos dados explorou as dimensões de comportamento ambientalmente responsável (Stern, 1999, 2000): domínio pessoal; domínio comportamental; domínio contextual; capacidades pessoais; e hábitos e rotinas. A pesquisa sugere que o comportamento ambientalmente responsável nem sempre é coerente com o discurso, pela existência de elementos motivacionais (impotência, falta de interesse, sacrifício, comodidade) e contextuais (condição financeira, ausência de políticas públicas, restrições de tempo e cultura).


Palavras-chave


Comportamento do Consumidor, Consumo Sustentável, Teorias da Ação.

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