Avaliação da qualidade do produto verde e a influência da desejabilidade social na decisão de compra

• Ano de defesa: 2012
• Autor(a) principal: Ariente, Marina Salvador
• Orientador(a): Silva, Dirceu da
• Banca de defesa: Moretti, Sérgio Luiz Amaral , Souza, Maria Tereza Saraiva de , Rossi, George Bedinelli , Strehlau, Vivian Iara
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração
• Departamento: Administração
• País: BR
• Palavras-chave em Português: Comportamento do Consumidor; Decisão de compra; Desejabilidade Social; Marketing Verde; Sustentabilidade
• Palavras-chave em Inglês: Consumer Behavior; Purchase decision; Social Desirability; Green Marketing; Sustainability
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/tede/handle/tede/694

This work aims to verify whether the marketing strategies to increase acceptance of the product, through an analysis of consumer buying behavior. In order to investigate the influence on environmental purchasing decisions and marketing strategies adopted were focused on the research. The work has as problem to examine whether the decision to purchase green products is influenced by social desirability. Through a full factorial experiment design between 2 x 3 subjects, taking the product strands as green and non-green products and green marketing involvement (high, medium and low), a causal and quantitative research was conducted. The data gathering was conducted in the classroom, with the focus on a sample of 838 women that had proved a moisturizer in order to evaluate the noted quality of the product tasted. Then, the participants in the study filled a questionnaire, with grades 0-10, the Ecological Consciousness Scale with 26 points, including four cases of buying a moisturizer. The goal of the experiment is to assess the influence of social desirability issue with research participants.As a result, an analysis of the involvement of participants in green actions, beyond the level of social desirability, was performed. From the eleven hypotheses specified, only two were rejected. For this research, people with high social desirability tended, when in the presence of others, to opt for green products and vice versa. This research is supposed to contribute to the understanding of green marketing and the development of new studies in the sector.