ANALYSIS OF CONSUMPTION BEHAVIOR OF UNIVERSITY STUDENTS IN RELATION TO PRODUCTS WITH ECOLOGICAL APPEAL

Abstract

Conscious/sustainable consumption is related to the speed of natural regeneration of resources and the process of substitute alternatives to supply energy and material sources with limited availability. This study aimed to analyze the conscious consumption behavior of Brazilian and Portuguese students concerning products with ecological appeal. A descriptive/exploratory research was carried out, using the survey method, with 400 respondents (209 Brazilians and 191 Portuguese), between 18 and 40 years old; their response frequencies were compared and Pearson's correlation analyzes were performed to verify levels of significance. Considering the attitudes of consumers by their three interrelated segments (cognitive, affective and behavioral), it was observed that: regarding the cognitive component, similar positions were verified between Brazilians and Portuguese; despite the relative level of ecological awareness, there was a slight and positive trend in the responses of the Portuguese; regarding the affective component, considering the echo posture as a dimension of the consumer's affectivity, despite the favorable indices in terms of agreement, considerable indifference was noticed on the part of those investigated (mainly Brazilians); on the behavioral component, although all variables presented significant frequencies of “indifferent” responses, most had agreement above 40%, with clear differences regarding the nationalities of the participants. It is concluded that the ecological attitude is not linked to nationality, but to the individual's perception of their social role in the construction and development of conscious consumption practices. Academically and in terms of marketing, this study contributed to affirming the feasibility of creating market segments that are sensitive to products with ecological appeals, as long as their prices are compatible with the socioeconomic reality of the population.