Consumer Attitude and Perception Regarding Green Products: A Comparative Study between Brazilians and Americans
The study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The qua...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade de Fortaleza (UNIFOR) |
| Repositorio: | Revista Ciências Administrativas (Fortaleza. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.ojs.unifor.br:article/14023 |
| Acceso en línea: | https://ojs.unifor.br/rca/article/view/14023 |
| Access Level: | acceso abierto |
| Palabra clave: | produtos verdes marketing verde consumidor verde comportamento do consumidor green products green marketing green consumer consumer behaviour productos verdes comportamiento del consumidor |
| Sumario: | The study sought to analyze whether Brazilian and American consumers have different perceptions and attitudes toward green products. Factors such as purchasing behavior, ability to identify green products, attitude, trust, skepticism, and credibility in green marketing claims were addressed. The quantitative method of a descriptive nature was used to carry out the research by applying questionnaires to consumers in the defined countries. The results demonstrated that the sample of Brazilians presented higher levels of environmentalism, attitude towards perceived environmental benefits, trust in companies that produce green products, and credibility towards green marketing claims. In turn, the sample of Americans demonstrated a higher ability to identify green products. It was noted that the green products market has growth potential in Brazil, reinforcing the fact of strong consumer interest and acceptance of the products. Because of this, the study contributes to the knowledge of Brazilian and American companies about the maturity of the green products market and to the identification of factors to be considered in marketing strategies. |
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