STUDY ON CONSUMER AWARENESS IN PRACTICE OF THE GESTURE OF CONSUMPTION: A CASE STUDY OF STUDENTS OF FEEVALE UNIVERSITY

Roberto Naime, Simoni Klain

Abstract


http://dx.doi.org/10.5902/223611707272

Rapid population growth, economic and industrial boom of the last century a discussion ofthe influence of environmental impact identified in the quality of life and environmentalpreservation. Themes such as social responsibility, sustainable development and responsibleconsumption became the subject of investigations and extensive debate in society, especially inbusiness. Currently, young people are identified and associated with very concepts ofconsumerism and materialism creating a heavy legacy that could result from excesses andeconomic enterprise. But the younger people, they begin to show signs of maturity, appearinglinked to social and environmental movements. This study aims to evaluate the influence of youthawareness and green marketing on the purchasing decision of the university are a highlyenlightened. The research aims to evaluate the influence of green marketing on the universitypopulation between 18 and 30 years at the Feevale University. The younger age groups of thepopulation wish protagonists through their acts of consumption, attitudes that considerengagement with responsible environmental behavior, exhibiting behaviors that demonstrate thesearch for affirmation of his personality as subjects of history which ends up contradicting a visionseen only materialistic. Young people are eager to make your consumer attitude a gesture ofeffective participation in what they perceive as products and services committed to environmentalpreservation. This work, through research with students of Feevale University, presents resultsthat are surprising and believes that attest awareness of this social segment, studied from theinfluence of the appeal of general awareness about green marketing and sustainable consumptionand to evaluate the influence of these factors in the gestures and attitudes of generalconsumption, favoring products deemed environmentally friendly or eco partner.


Keywords


Conscientização, Sustentabilidade, Marketing Verde.

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DOI: http://dx.doi.org/10.5902/223611707272

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Digital Object Identifier (DOI): 10.5902/22361170

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