Marketing Verde e Consumo Verde: a percepção de alunos do ensino superior.

Abstract

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.