NASCIMENTO, V. B.; http://lattes.cnpq.br/8433531655073564; NASCIMENTO, Vanessa Batista do.
Resumen:
This study aimed to analyze the perception of students of higher education about the practice
of green marketing and green consumption, based on the scale proposed by Braga Junior et al.
(2016). For that, a quantitative research of a descriptive nature was carried out using the
survey method, obtaining 103 responses from students of higher education. The data were
analyzed from an exploratory factorial analysis and descriptive statistics. The results pointed
out the reliability of the scale used, showing the correlation of the variables as a factor and it
was seen that the perception of the consumers in some variables altered between doubt or
disagreement in relation to their beliefs regarding the green practices as the commitment of
preservation to the environment , and agreement on others, such as the guarantee of the
quality of life when making use of the products thus meeting their expectations in relation to
their own consumption, analyzed that their practices may be related to past information. The work contributed to studies aimed at analyzing the relevance of consumer perception on
environmental issues such as green marketing practices and green consumption and it is
suggested as a possibility to carry out comparative future studies in verifying the level of
influence from the level of schooling of the consumers.
