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- Title
A perspectiva responsável do Marketing e o consumo consciente: uma interação necessária entre a empresa e o consumidor.
- Authors
SILVA, MINELLE ENÉAS; AGUIAR, EDVAN CRUZ; FALCÃO, MARIANA CAVALCANTI; COSTA, CAROLINA VITAL
- Abstract
When considering the relationship between current consumption patterns and consumer behavior, there is debate about a new consumer profile that starts to weigh the positive and negative impacts of their purchases, the conscious consumer. It is noticed that the approach of Marketing 3.0, which is a reflection on the perspective of sustainability issues (KOTLER et al., 2010), can be worked to improve the bond created between company and consumer. In this sense, objective of this paper is to discuss how Marketing 3.0 can facilitate the realization of conscious consumption from the characterization of consumer behavior of Recife population, considering the prominence of the city in the national context. With an exploratory-descriptive research and quantitative and qualitative approach, was the application of 601 questionnaires, analyzed from the descriptive statistics, factor analysis and correlation (MALHOTRA, 2006; KLEM, 1995, HAIR et al., 2005). From the assessment of attitudes and consumption behavior, we identified practices conscious consumption, with which companies can incorporate their marketing practices for a better interaction with the consumer, conducting a consumer education those who are not involved with the perspective.
- Subjects
MARKETING; CONSUMPTION (Economics); CONTRACTS; CONSUMER behavior; QUALITATIVE research; FACTOR analysis; STATISTICAL correlation
- Publication
Revista Organizações em Contexto, 2012, Vol 8, Issue 16, p61
- ISSN
1809-1040
- Publication type
Article
- DOI
10.15603/1982-8756/roc.v8n16p61-90