Decisão de compras influenciada por questões ambientais: um estudo com os graduandos de administração da UFCG.

Abstract

Faced the current consumption patterns that contribute to an increasingly evident environmental deterioration and the importance of professionals, such as managers, for a change of behavior in search of sustainable consumption, this term paper has the aim of analyzing the influences of environmental issues in the behavior of graduates of the Administration course at UFCG - CAMPUS I. The theoretical basis deals with topics such as consumption, the environment and environmental issues, as well as green consumption, conscious consumption and sustainable consumption, as well as the review of some tasks that deal specifically with the theme. As for the methodology, this research is characterized as descriptive with a quantitative approach. For the data collection, was used a questionnaire structured in two parts, based on the structure proposed by Carvalho and Freitas (2013). In the first part, 8 variables were approached to try to define the socioeconomic profile of the respondents, in the second part has 25 questions related to consumption and the environment. The questionnaire was developed online on the Google Docs platform to which a link was created and sent to the e-mails of all the 386 students enrolled in the Administration course of the UFCG, these e-mails, made available by the coordination of the course, exclusively, for research. A total of 117 questionnaires were returned, representing 30.3% of the total population. In the data analysis, the frequency was used, which the results were transferred to an Excel spreadsheet so that the data could be treated and displayed in graphs. The study shows that the results related to the socioeconomic profile of the respondents are mostly female, inserted in the daytime period of the course, unmarried, do not exercise paid activities and have a family income of up to 2,000 reais. In the second part, the variables were distributed in seven dimensions. It can be seen that five of the seven dimensions presented the majority of concordance. These dimensions show that respondents are worried about environmental problems, they are aware of the problem, are concerned about negative impacts on the environment and try to improve their attitudes, presenting an "apparent" environmental awareness, but when analyzing the other two dimensions, presented a majority of disagreement, show that students are not involved in protecting the environment (activism), and do not turn their concerns into effective actions in favor of the environment. It may also be pointed out that, at times, the economic trend influences the buying behavior among students of the administration course rather than the awareness of existing environmental problems.