A influência do engajamento ambiental na decisão de compra de cosméticos sustentáveis: Uma análise à luz da Teoria do Comportamento Planejado
DOI:
https://doi.org/10.5902/1983465969295Palavras-chave:
engajamento ambiental, cosméticos sustentáveis, consumo sustentável, teoria do comportamento planejado, comportamento do consumidorResumo
Objetivo: Esta pesquisa objetiva identificar a influência do engajamento ambiental na intenção de compra de cosméticos sustentáveis por consumidores brasileiros usando a Teoria do Comportamento Planejado.
Metodologia: Na fase qualitativa, foram aplicadas duas entrevistas em profundidade, desenvolvendo uma survey considerando as principais crenças comportamentais, normativas e de controle. Na fase quantitativa, uma survey online foi conduzida, obtendo 114 respostas de consumidores de cosméticos sustentáveis, analisadas usando MEE.
Resultados: Os achados demonstram uma correlação entre intenção de compra e atitude e controle comportamental percebido. Embora o controle comportamental percebido foi significante, assume uma pequena influência quando comparado à atitude com relação ao comportamento do indivíduo. Isso significa que, quanto mais fortes os benefícios do uso do produto, maior a chance de o consumidor comprar e usar. Ainda, identificou-se que o engajamento ambiental influencia positivamente nas crenças comportamentais e normativas do consumidor. Isso indica que, quanto mais ambientalmente engajado o consumidor se encontra, maiores as vantagens que o indivíduo percebe ao comprar cosméticos sustentáveis.
Contribuições teóricas: O estudo estende a teoria ao determinar um modelo com habilidade significante de explorar o engajamento ambiental na intenção de compra de cosméticos sustentáveis. Quanto ao comportamento do consumidor, a pesquisa demonstra que sentimentos pessoais são os principais influenciadores da compra.
Relevância/Originalidade: O aumento no consumo sustentável tem atraído a atenção de diversos segmentos de mercado. Este estudo destaca novas proposições com relação à intenção de compra e engajamento ambiental através de proposta, teste e validação de modelo no contexto dos cosméticos sustentáveis.
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