‘Young, wild, and green’? Uma análise da influência do afeto ambiental na intenção de compra de produtos verdes por jovens

Olívia Ban Navarro Bergamaschi; Sofia Batista Ferraz; Renata Monteiro Martins

doi:10.5585/remark.v21i2.18966

Authors

Olívia Ban Navarro Bergamaschi Higher School of Advertising and Marketing – ESPM-SP. http://orcid.org/0000-0002-2949-4820
Sofia Batista Ferraz Higher School of Advertising and Marketing – ESPM-SP Getulio Vargas Foundation – FGV EAESP https://orcid.org/0000-0002-6993-6603
Renata Monteiro Martins Getulio Vargas Foundation – FGV EAES https://orcid.org/0000-0001-9680-4326

DOI:

https://doi.org/10.5585/remark.v21i2.18966

Keywords:

Green products, Environmental Affect, Theory of Planned Behavior, Structural Equation Modeling

Abstract

Objective: This study analyzes young consumers' purchase intention of green products based on the Theory of Planned Behavior (TPB). The study expands its scope with the antecedent of Environmental Affect (EA) and the mediating effects of Attitude, the Subjective Norm, and Perceived Behavioral Control.

Method: We surveyed 575 respondents of ages between 18 and 24 years. We used the Structural Equation Modeling technique in the AMOS software to analyze the data.

Originality/Relevance: Unlike the commonly adopted TPB models, this study proposes a new theoretical model in which EA precedes planned behavior and further suggests new mediations to explain young people's purchase intention of green products.

Results: The results show that EA strongly predicts the purchase intentions of green products and that part of this relationship is explained by the cognitive variables of Attitude, Subjective Norm, and Perceived Behavioral Control.

Theoretical Contributions: We present a new model for the analysis of purchase, based on the Affect-Cognition-Behavior approach, and highlight the role of EA as a factor capable of influencing the cognitive perceptions of young consumers regarding the purchase of green products.

Social/Managerial Contributions: The results support managers and government officials, showing that the EA can be explored in communication strategies and the development of public policies. This is because the emotions and feelings aroused among young consumers can overcome extrinsic barriers (e.g., price and negative perceptions).

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Author Biographies

Olívia Ban Navarro Bergamaschi, Higher School of Advertising and Marketing – ESPM-SP.

B.Sc

Sofia Batista Ferraz, Higher School of Advertising and Marketing – ESPM-SP Getulio Vargas Foundation – FGV EAESP

Ph.D

Renata Monteiro Martins, Getulio Vargas Foundation – FGV EAES

M.Sc

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