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

Authors

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

Keywords:

green products, green marketing, green consumer, consumer behaviour

Abstract

The study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The quantitative method of a descriptive nature was used to carry out the research by applying questionnaires to consumers in the defined countries. The results demonstrated that the sample of Brazilians presented higher levels of environmentalism, attitude towards perceived environmental benefits, trust in companies that produce green products, and credibility towards green marketing claims. In turn, the sample of Americans demonstrated a higher ability to identify green products. It was noted that the green products market has growth potential in Brazil, reinforcing the fact of strong consumer interest and acceptance of the products. Because of this, the study contributes to the knowledge of Brazilian and American companies about the maturity of the green products market and to the identification of factors to be considered in marketing strategies.

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Author Biographies

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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