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Determinantes da intenção de compra de produtos verdes - Implicações para a comunicação marketing
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Vivemos numa época caracterizada pela mudança de paradigmas. Pretendemos com este trabalho conhecer melhor o consumidor, as suas atitudes e perceções sobre produtos verdes e contribuir para apoiar estratégias corporativas de marketing e comunicação que promovam um consumo mais sustentável e mudanças favoráveis na sociedade.
Nesta investigação analisam-se os principais determinantes da intenção de compra de produtos verdes e as suas implicações para a comunicação de marketing.
Com base na revisão da literatura e investigação exploratória, desenvolvem-se dois modelos para explicar a intenção de compra de produtos verdes, tendo como enquadramento a teoria do comportamento planeado (TCP). O modelo base incorpora as variáveis da TCP, atitude, controlo comportamental percebido e pressão social, e variáveis específicas relacionadas com a compra de produtos verdes, consciência ecológica, perceção da eficácia do consumidor, perceção da qualidade e perceção do preço. O modelo expandido alarga o estudo incorporando a experiência atual dos consumidores no modelo.
Os dados foram obtidos através de um questionário aplicado a uma amostra representativa da população maior de dezoito anos residente na Área Metropolitana de Lisboa (AML) com nível de escolaridade secundário, pós-secundário e superior. Para testar as hipóteses de investigação recorreu-se ao método de equações estruturais.
A introdução da experiência atual no modelo contribuiu para um acréscimo de cerca de 13% na variância explicada da intenção de compra de produtos verdes; a capacidade preditiva do modelo, passou de cerca de 52% para cerca de 65%.
Os resultados sugerem que os principais determinantes da intenção de compra de produtos verdes são, por ordem de importância: a experiência atual com esse tipo de produtos, a atitude dos consumidores face à sua compra, a consciência ecológica, a perceção da qualidade, a preocupação ambiental (medida através da perceção da eficácia do consumidor), o controlo comportamental percebido e a perceção do preço, este último com influência negativa, como esperado. Ao contrário do estipulado pela teoria, a pressão social não se revelou relevante nem a sua influência significativa para explicar a intenção de compra de produtos verdes. Verifica-se ainda que a perceção do preço, ao contrário da perceção da qualidade, não influencia a atitude. A sua influência
na intenção de compra, tal como a influência do controlo comportamental percebido, é direta ou mediada pela experiência atual. Este resultado contribui para explicar a discrepância frequentemente verificada entre atitudes e intenções ou comportamentos de compra. Os resultados da investigação sugerem ainda que os consumidores exibem elevada consciência ecológica e uma atitude favorável face à compra de produtos verdes. Os consumidores percecionam a qualidade dos produtos verdes como sendo superior à de produtos comparáveis não verdes e o seu preço como sendo elevado. Consideram, ainda, que nem sempre é fácil encontrar produtos verdes à venda e que a comunicação não é adequada para efetuarem as suas escolhas, sendo a sua experiência atual com esse tipo de produtos mais limitada do que as suas atitudes e intenções face à sua compra.
Com base nos resultados da investigação e na revisão da literatura, sugerem-se algumas intervenções de comunicação de marketing.
We live in a time characterized by the change of paradigms. With this work, we aim to better understand the consumer, their attitudes and perceptions about green products and contribute to support corporate marketing and communication strategies that promote a more sustainable consumption and positive changes in society. In this research, we analyse the main determinants of the intention to buy green products and their implications for marketing communication. Literature review and exploratory research support the development of two models, based on the theory of planned behaviour (TPB), to explain the intention to buy green products. The base model incorporates the variables of TPB (attitude, perceived behavioural control and social pressure) and specific variables related to the purchase of green products, namely, ecological awareness, perceived consumer effectiveness, quality perception and price perception. The expanded model broadens the study by incorporating actual consumer experience into the model. Data were obtained through a questionnaire applied to a representative sample of the population over eighteen years of age residing in the Metropolitan Area of Lisbon (AML) with secondary, post-secondary and higher education levels. Hypothesis were validated by using structural equations modelling. The introduction of actual experience in the model contributes to an increase of about 13% in the variance explained of the intention to purchase green products, improving the predictive capacity of the model from about 52% to about 65%. The results suggest that the main determinants of green purchase intention are, by order of importance: actual experience of consumers with green products, attitude towards the purchase of green products, ecological consciousness, quality perception, environmental concern (measured through perceived consumer effectiveness), perceived behavioural control and price perception, this latter with negative influence, as expected. Unlike stipulated by theory, social pressure did not prove to be relevant and significant in influencing green purchase intention. We also verified that price perception, unlike quality perception, does not influence attitude. Its influence on green purchase intention, like perceived behavioural control, is direct or mediated by actual experience. This result contributes to explain the frequently observed gap between attitudes and intentions or buying behaviour. Additionally, this research results suggests that consumers exhibit a high ecological consciousness level and a favourable attitude towards the purchase of green products. Consumers perceive the quality of green products to be superior to comparable non-green products and their price as being high. They also consider that it is not always easy to find green products available to buy and that communication is not suitable to make their choices, being their actual experience more restricted than their attitude or green purchase intention. Based on the research results and the literature review, some marketing communication interventions are suggested.
We live in a time characterized by the change of paradigms. With this work, we aim to better understand the consumer, their attitudes and perceptions about green products and contribute to support corporate marketing and communication strategies that promote a more sustainable consumption and positive changes in society. In this research, we analyse the main determinants of the intention to buy green products and their implications for marketing communication. Literature review and exploratory research support the development of two models, based on the theory of planned behaviour (TPB), to explain the intention to buy green products. The base model incorporates the variables of TPB (attitude, perceived behavioural control and social pressure) and specific variables related to the purchase of green products, namely, ecological awareness, perceived consumer effectiveness, quality perception and price perception. The expanded model broadens the study by incorporating actual consumer experience into the model. Data were obtained through a questionnaire applied to a representative sample of the population over eighteen years of age residing in the Metropolitan Area of Lisbon (AML) with secondary, post-secondary and higher education levels. Hypothesis were validated by using structural equations modelling. The introduction of actual experience in the model contributes to an increase of about 13% in the variance explained of the intention to purchase green products, improving the predictive capacity of the model from about 52% to about 65%. The results suggest that the main determinants of green purchase intention are, by order of importance: actual experience of consumers with green products, attitude towards the purchase of green products, ecological consciousness, quality perception, environmental concern (measured through perceived consumer effectiveness), perceived behavioural control and price perception, this latter with negative influence, as expected. Unlike stipulated by theory, social pressure did not prove to be relevant and significant in influencing green purchase intention. We also verified that price perception, unlike quality perception, does not influence attitude. Its influence on green purchase intention, like perceived behavioural control, is direct or mediated by actual experience. This result contributes to explain the frequently observed gap between attitudes and intentions or buying behaviour. Additionally, this research results suggests that consumers exhibit a high ecological consciousness level and a favourable attitude towards the purchase of green products. Consumers perceive the quality of green products to be superior to comparable non-green products and their price as being high. They also consider that it is not always easy to find green products available to buy and that communication is not suitable to make their choices, being their actual experience more restricted than their attitude or green purchase intention. Based on the research results and the literature review, some marketing communication interventions are suggested.
Descrição
Fazem parte deste trabalho vários ficheiros word que podem ser consultados na Biblioteca Mário Sottomayor Cardia
Palavras-chave
Comunicação de marketing ambiental Marketing verde Intenção de compra de produtos verdes, Produtos ecológicos Modelos de equações estruturais Environmental marketing communication Green marketing Green products Green purchase intention Structural equation models Theory of planned behaviour Sustainable consumption Sustainable consumption Teoria do comportamento planeado Consumo sustentável