Variáveis explicativas da favorabilidade ambiental do consumidor: uma investigação na cidade de São Carlos
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2010-08-18
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Urdan, André Torres
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In recent years the debate about sustainability and green consumption has gained importance, and thus, to know this new consumer is a possible competitive advantage to be used by several companies. This thesis had the purpose, through a review of theoretical references and a survey with consumers over 18 years the city of São Carlos (SP), identify the key independent the key independent variables for the degree of Environmental Favorability from Consumer. In addition to this objective, this thesis aimed to identify common demographics features in Environmentally Favorable Consumers and to know which Green Marketing tools are the most are the most influential for its behavior. Regarding the explanatory variables, after the use of the multivariate linear regression, two demographic variables (dummy) and four psychographic, were considered statistically significant: Environmental Commitment, Environmental Knowledge General, Environmental Interest and Confidence on Information from ONGs. There is a high skepticism in the sample for messages received by pro-environmental companies. The results identify that information about environmental impact on product’s labels is the only relevant tool, despite the communication of environmental certifications from company or product have been the most cited by Environmentally Favorable Consumers. About demographic variables, education level, economic class and frequency of magazines and newspapers reading are the most common among the CFAs. From the conclusions, it is expected that corporate programs are more successful in their deployments through the correct identification of CFAs in the population and use of effective tools.