Comportamento de consumo verde: uma análise dos consumidores usuários de internet em Campina Grande-PB.

Abstract

The goal of this study is analyse the shopping behave of consumers internet user of Campina Grande focusing on enviromental questions. For that, it was traced the following goals: a) Know the involvement level of the consumers with enviromental questions; b) describe the consumers behave about ecofashion products. The theoretical-empirical grounding brings a discursion about green market, the consumers behave and of ecofashion. What respect to the method, it was utilized the cross-sectional survey. Therefore it is about of a quantitative study, with questionnaires applications based on Paço and Raposo (2010) studies applied 'on line' through Google docs, having as population the Campina Grande city inhabitants of legal age, and, as final sample, 400 valid applications, collected by email and the social network Facebook. The data analysis was performed using the SPSS software. The results shown that the environmental factors that are significant for the green consumerism are: friendly purchasing behavior in relation to the environment, environmental knowledge, environmental concern, recycle, and saving resources. The description of the ecofashion behave allowed the conclusion that the consumers aren‟t to be knowledgeable of the concepts and trends despite appearing to interest for this type of product.