Determining Factors on Environmental Behaviour in Brasilia

Abstract

The growing concern about the environment has been changing the people's behaviour, leading to questions about the origin of products and the damage they cause to the environment, resulting in a new type of consumer, known as "green consumer". The purpose is to identify the influence of socio-demographic and psychographic factors on the environmental behaviour of individuals in the city of Brasilia and to provide information for the planning of environmental marketing strategies. Data were collected through a questionnaire and by way of logistic regression as analytical tools.The results indicated that the environmentally conscious individuals are those with higher levels of education and, especially, those who perceive the effectiveness of their environmental actions, however small or isolated.