DINIZ, M. F.; http://lattes.cnpq.br/8607525864005242; DINIZ, Moniele de Fátima.
Resumo:
This study investigated how environmental concern and ethical evaluation are related to the
intention to purchase organic products, with subjective norms and attitude as antecedents.
Based on the Theory of Rational Action and the literature on consumer behavior in the
context of green consumption, a conceptual model was developed empirically based on the
application of a survey with 242 Brazilians and the use of Structural Equation Modeling for
data analysis through the R software. The results show that ethical assessment and
environmental concern are antecedents of purchase intentions for organic products. Attitude
and subjective norms are related to environmental concern, however, both subjective norms
and environmental concern are not related to ethical assessment, contradicting two of the
hypotheses of this study. Therefore, these are important results, especially in the context of
the Brazilian market, suggesting that although consumers consider subjective norms in
relation to environmental concerns, which lead them to intend to buy organic products, they
also consider their own attitude. and its ethical assessment at the time of developing the
purchase intention of this product, thus acquiring a more individualistic character. In this way,
the study contributes to the understanding of how different factors interact and contribute to
consumers developing intentions to buy organic products in Brazil, bringing the factor of
ethical evaluation as an important antecedent, thus contributing to a better understanding of
the phenomenon.
