Desejo de status e benefícios autoexpressivos no comportamento de consumo verde.

Abstract

This dissertation aimed to investigate how environmental concern, self-expressive benefits and desire for status influence green consumption behaviors. Based on Rational Action Theory and Onerous Signaling Theory three articles were developed. The first corresponded to the application of a survey that aimed to analyze how environmental concern relates to selfexpressive benefits in the purchase of green products, considering subjective norms as their antecedents. The second and third corresponded to experimental design research that aimed to verify the effect of the desire for status, the price of the product and the interaction between these factors on green buying behavior. The results showed that: environmental concern is characterized as an antecedent variable to self-expressive benefits, and this, in turn, shows itself as a mediator variable of the relationship with perceived value and purchase intention; The desire for status increases the propensity of consumers to show more favorable perceptions, attitudes, and behaviors when buying green products, especially when they are more expensive, because of the price contribute to signaling access to resources and environmental concern. The dissertation contributes to a better understanding of how social aspects, besides the economic and environmental aspects, influence the purchase decisions of green products. It is understood that the promotion of green consumption should not only focus on the characteristics of this type of product, but also on the social attributes that involve visibility, status, and pro-sociality.