Atitude e Percepção do Consumidor com Relação aos Produtos Verdes: Um Estudo Comparativo entre Brasileiros e Estadunidenses

Murilo Bernardi; Fernanda Lazzari; Christian Kleiton Salvador

doi:10.5020/2318-0722.2024.30.e14023

Autores

Murilo Bernardi Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil https://orcid.org/0009-0008-0330-2959
Fernanda Lazzari Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil https://orcid.org/0000-0002-6480-0547
Christian Kleiton Salvador Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil https://orcid.org/0000-0003-0448-4586

DOI:

https://doi.org/10.5020/2318-0722.2024.30.e14023

Palavras-chave:

produtos verdes, marketing verde, consumidor verde, comportamento do consumidor

Resumo

O estudo buscou analisar se consumidores brasileiros e estadunidenses apresentam percepções e atitudes diferentes com relação aos produtos verdes. Para isso, foram abordados fatores como comportamento de compra, habilidade de identificação de produtos verdes, atitude, confiança, ceticismo e credibilidade em alegações de marketing verde. Para a aplicação da pesquisa, foi utilizado o método quantitativo de caráter descritivo, através da aplicação de questionários para consumidores nos países definidos. Os resultados demonstraram que a amostra de brasileiros apresentou índices mais elevados de ambientalismo, de atitude em relação aos benefícios ambientais percebidos, de confiança em empresas que produzem produtos verdes e em credibilidade às alegações de marketing verde. Por sua vez, a amostra de estadunidenses demonstrou maior habilidade na identificação de produtos verdes. Notou-se que o mercado de produtos verdes tem potencial de crescimento no Brasil, reforçando o fato do forte interesse dos consumidores e sua aceitação dos produtos. Por conta disso, o estudo contribui para o conhecimento das empresas brasileiras e americanas sobre a maturidade do mercado de produtos verdes e para a identificação de fatores a serem considerados nas estratégias de marketing.

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Biografia do Autor

Murilo Bernardi, Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil

Graduação em Comércio Internacional pela Universidade de Caxias do Sul (UCS). Pós-graduação em Neurociência, Consumo e Marketing pela Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS). Atuação profissional como analista de exportação sêmior, na área de exportações aéreas.

Fernanda Lazzari, Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil

Doutora em Administração pela Universidade Federal do Rio Grande do Sul, na área de concentração de Marketing. Mestre em Administração pela Universidade de Caxias do Sul. Bacharel em Administração pela Universidade de Caxias do Sul. Licenciada em Matemática pela Universidade de Caxias do Sul. Professora do Centro de Ciências Sociais da Universidade de Caxias do Sul, como membro do corpo docente permanente do Programa de Pós-Graduação em Administração e nos cursos de graduação em Comércio Internacional e Administração.

Christian Kleiton Salvador, Universidade de Caxias do Sul, Caxias do Sul, Rio Grande do Sul, Brasil

Mestrando do Programa de Pós-Graduação em Administração da Universidade de Caxias do Sul (UCS) e bacharel em Comércio Internacional pela mesma instituição. Tenho experiência profissional nas áreas de Marketing e Negócios Internacionais, com ênfase em Exportação e novos mercados na América Latina.

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