Consumo verde: um estudo transcultural sobre crenças, preocupações e atitudes ambientais

Pedro Luiz Côrtes, Sérgio Luiz do Amaral Moretti

Resumo


Embora os jovens universitários, em diferentes países, tenham um acesso crescente às informações sobre práticas ambientais, isso não significa que haja o desenvolvimento de uma consciência que leve a boas práticas de consumo verde. Com a utilização de uma nova escala, aplicada em 2372 estudantes universitários do Brasil, Argentina, Chile, México, Portugal e Espanha, foi averiguado se a percepção ambiental desses jovens se manifesta por meio de um constructo razoavelmente estruturado em torno das crenças, preocupações e atitudes ambientais, analisando os impactos dessas dimensões nas práticas de consumo. Foi possível concluir que, embora haja similaridades entre os jovens da América Latina e do grupo denominado Ibéria (formado pela Espanha e Portugal), há diferenças importantes sobre como essa percepção está estruturada. Os ibéricos têm uma motivação de ordem antropocêntrica, ligada à preservação de recursos para o futuro, enquanto os latino-americanos têm uma visão mais holística, em que as crenças ambientais atuam como antecedentes importantes. Entre os dois grupos, há também diferenças sobre a possibilidade de conciliar o desenvolvimento econômico e a preservação ambiental. Verificou-se que o chamado consumo verde é uma resposta às preocupações ambientais para dois grupos, com influência reduzida de outras dimensões, o que repercute nas estratégias de marketing que podem ser adotadas.

 

 


Palavras-chave


Consumo verde, estudo transcultural, atitudes ambientais, crescimento econômico

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DOI: https://doi.org/10.5585/remark.v12i3.2592

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