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Preditores do consumo verde: Uma aplicação da teoria do comportamento planejado do setor hoteleiro
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Autores
Resumo(s)
A utilização intensiva dos recursos naturais e aumento da poluição têm originado
mudanças climáticas e sociais, ao mesmo tempo que originam mudanças no
comportamento dos indivíduos. A procura por padrões de consumo mais equilibrados
e sustentados por parte dos indivíduos, com o denominado consumo verde, possibilita
às organizações que estão alinhadas com esta corrente uma importante estratégia de
posicionamento de mercado. No setor de turismo a aplicação dos princípios de
sustentabilidade é um importante fator de diferenciação de mercado. Neste trabalho
foram identificados os preditores do consumo verde, aplicando-se a teoria do
comportamento planejado ao setor hoteleiro, mas contemplando um conjunto
adicional de variáveis consideradas por outros autores como preditivas. Para tal foi
elaborado um questionário e distribuído online, tendo-se obtido uma amostra final 357
participantes. Para análise o comportamento planejado, os dados foram analisados
com recurso a um modelo SEM-PLS. Os resultados permitiram alçaram o objetivo
geral traçado e em especial comprovam a influência da atitude com relação ao
comportamento verde e a relação direta desta com a crença de comportamento verde.
Infere-se, portanto, que as atitudes sustentáveis do consumidor no momento de
escolha são um produto das crenças dos consumidores que buscam empresas e
hotéis que adotam práticas sustentáveis. O preditor menos representativo estava
associado aos comportamentos gerados pela preocupação ambiental.
The high demand for natural resources and increased pollution have led to climate and social changes, making green consumption an important market positioning strategy. Therefore, consumption patterns have been reformulated in order to reduce impacts on the environment. In the tourism sector, the application of sustainability principles is not new but still represents a significant market differentiation factor. In this work, the predictors of green consumption were identified by applying the theory of planned behavior in the hotel sector. For this, an adapted online questionnaire was applied to 421 volunteers, that resulted on a valid sample of 357 participants. After the analysis, it was possible to observe through the correlations estimated through an SEM-PLS analysis that there is a high correlation between behavioral beliefs, as the attitude towards behavior, so that sustainable attitudes are a product of the beliefs of consumers who seek companies and hotels that adopt sustainable practices. Furthermore, it was verified that the predictors related to the intention of hiring the hotels had different factors, as observed in the correlations, with the most representative predictor being attitude towards green behavior and the least representative of behaviors generated by environmental concern.
The high demand for natural resources and increased pollution have led to climate and social changes, making green consumption an important market positioning strategy. Therefore, consumption patterns have been reformulated in order to reduce impacts on the environment. In the tourism sector, the application of sustainability principles is not new but still represents a significant market differentiation factor. In this work, the predictors of green consumption were identified by applying the theory of planned behavior in the hotel sector. For this, an adapted online questionnaire was applied to 421 volunteers, that resulted on a valid sample of 357 participants. After the analysis, it was possible to observe through the correlations estimated through an SEM-PLS analysis that there is a high correlation between behavioral beliefs, as the attitude towards behavior, so that sustainable attitudes are a product of the beliefs of consumers who seek companies and hotels that adopt sustainable practices. Furthermore, it was verified that the predictors related to the intention of hiring the hotels had different factors, as observed in the correlations, with the most representative predictor being attitude towards green behavior and the least representative of behaviors generated by environmental concern.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Hotéis verdes Comportamento do consumidor Teoria do comportamento planejado SEM-PLS Green hotels Consumer behavior Theory of planned behavior SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals