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/as

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

Palabras clave:

productos verdes, marketing verde, consumidor verde, comportamiento del consumidor

Resumen

El estudio buscó analizar si consumidores brasileños y estadunidenses presentaron percepciones y actitudes diferentes con relación a los productos verdes. Para eso, fueron tratados factores como comportamiento de compra, habilidad de identificación de productos verdes, actitud, confianza, escepticismo y credibilidad en alegaciones de marketing verde. Para la aplicación de la investigación, fue utilizado el método cuantitativo de carácter descriptivo, por medio de la aplicación de cuestionarios para consumidores en los países definidos. Los resultados demuestran que la muestra de brasileños presentó índices más elevados de ambientalismo, de actitud en relación a los beneficios ambientales percibidos, de confianza en empresas que producen productos verdes y en credibilidad a las alegaciones de marketing verde. A su vez, la muestra de estadunidenses demostró mayor habilidad en la identificación de productos verdes. Se percibió que el mercado de productos verdes tiene potencial de crecimiento en Brasil, reforzando el hecho del fuerte interés de los consumidores y su aceptación de los productos. Por causa de esto, el estudio contribuye para el conocimiento de empresas brasileñas y americanas sobre la madurez del mercado de productos verdes y para la identificación de factores que deban ser considerados en las estrategias de marketing.

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Biografía del autor/a

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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