Article information
RESUMO
A pesquisa tem como objetivo verificar a existência de relação entre os construtos Preocupação Ecológica (PE), Afeto Ecológico (AE) e o comportamento do consumidor de produtos cosméticos verdes. Para tanto, foram estudadas mulheres, consumidoras potenciais de cosméticos, da cidade de Ribeirão Preto – SP, totalizando uma amostra de 500 casos. Foi aplicada a técnica multivariada análise fatorial exploratória para obter as dimensões latentes e a análise de correlação para verificar a significância das relações entre os construtos. Os resultados deixam evidências de que as variáveis, Preocupação Ecológica (PE) e Afeto Ecológico (AE) possuem relação estatisticamente significante com Comportamento de Compra de Cosméticos Ecológicos (CCCE). Os resultados deste artigo oferecem uma compreensão adicional sobre os fatores que afetam o processo de decisão de compra do consumidor.
Palavras-Chaves:
Comportamento de Compra
Preocupação Ecológica
Afeto Ecológico
ABSTRACT
This paper aims to identify the relation among the constructs Ecological Concern, Ecological Affection and Consumer Behavior for green cosmetic products. In this sense, women from Ribeirão Preto – SP were researched, since they are the potential consumers for cosmetic products, which totalizes a sample of 500 cases. Exploratory factor analysis was applied in order to identify latent dimensions and correlation analysis was conducted in order to acquire if relations among the constructs are significant. Results show the constructs Ecological Concern and Ecological Affection have statically significant relation with Consumer Behavior construct. Results also offer an additional comprehension of the factors which affect purchase decision making process.
Key words:
Purchase behavior
Ecological Concern
Ecological Affection
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