Elementos direcionadores do consumo de produtos verdes no sul do Brasil

Abstract

Understanding what drives and stimulates consumption of green products may be relevant to promote environmental awareness, especially when we consider that the estimated market share of green products is less than 4% worldwide, from the perspective of a rising demand. Emerging countries have been contributing to the increased levels of consumption and its resulting environmental impact on green production. In this context, this study assesses the factors that drive the consumption of green products and analyses the actions in order to boost the production and consumption of these products. The research is divided in two parts: a quantitative one, conducted among consumers of green products in the city of Porto Alegre, Rio Grande do Sul, and another qualitative – held with NGOs, associations and foundations throughout the state. The data from the quantitative survey were analysed using factor analysis and Strutuctural Equalition Modelling, which was created to assess the driving elements of green consumption. The following constructs were strongly correlated to the green consumer: Information and Knowledge, Environmental Attitude, Social Context and Environmental Awareness. However, the quality and price of green products have demonstrated a weaker relationship with the consumer. The constructs indicated that the studied sample recognizes and seeks information on environmental issues and it is concerned about the impacts of the consumption of goods and health, rejecting brands or companies that may have had inadequate environmental behaviour. Information about green products and their availability at the point of sales were highlighted as a way of enhancing the green consumption. Meanwhile, the data from qualitative research were analysed using content analysis, with the aim at identifying the actions taken by respondents in relation to the practice in public policies, partnerships, social responsibility and economic development. Regarding the actions of leverage consumption of green products, it was identified that there is a greater contribution to the development of laws, work in partnership with governmental institutions in order to seek incentives for green products. However, there are few partnerships with companies, in addition to the deficits in educational projects for children, besides the differences among respondents in relation to economic development, as well as contradictory ideas about how to measure its development and ways of investing for growth were observed. This result suggests that education may increase the commitment to the environment and thus promote green consumerism. Advertising campaigns can help in the engage of new consumers. Considering the managerial sector of NGOs, foundations and associations, the studies highlight the consumer as a factor for changing the consumption patterns. However, most of their actions are aimed at protecting the producer and the farmer, asking them to change the focus.