The influence of green marketing on sustainable consumption: a survey in Rio Grande do Norte

Authors

  • Eliana Andréa Severo Centro Universitário UniFBV
  • Ádina Swanne Francelino Barbosa Universidade Potigaur (UNP)
  • Suzyanne Maria Mota Universidade Potigaur (UNP)
  • Marcelo de Brito Oliveira Universidade Potigaur (UNP)

DOI:

https://doi.org/10.21527/2237-6453.2020.51.268-280

Keywords:

Green marketing. Sustainable consumption. Consumers.

Abstract

The environmental problem impacts the environment, and is a key factor in the decision to purchase consumers. The objective of this study is to analyze the influence of green marketing on sustainable consumption to the perception of 820 consumers in Rio Grande do Norte (RN). The methodology used was a quantitative and descriptive research, through confirmatory factorial analysis and multiple linear regression. The results show that the green marketing has a moderate intensity and influences 43.7% sustainable consumption in the RN. These findings indicate that green marketing contributes to sustainable behaviors because it is evident that consumers perceive the environmental problem as well as influences the purchasing power of consumers, as well as making them future green consumers.

Author Biographies

Eliana Andréa Severo, Centro Universitário UniFBV

Doutora em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS). Professora do Mestrado Profissional em Gestão Empresarial (MPGE) do Centro Universitário UniFBV/Wyden em Boa Viagem, Recife - PE

Ádina Swanne Francelino Barbosa, Universidade Potigaur (UNP)

Graduada em Administração pela Universidade Potiguar (UNP).

Suzyanne Maria Mota, Universidade Potigaur (UNP)

Graduada em Administração pela Universidade Potiguar (UNP).

Marcelo de Brito Oliveira, Universidade Potigaur (UNP)

Graduado em Administração pela Universidade Potiguar (UNP).

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Published

2020-04-24

How to Cite

Severo, E. A., Barbosa, Ádina S. F., Mota, S. M., & Oliveira, M. de B. (2020). The influence of green marketing on sustainable consumption: a survey in Rio Grande do Norte. Desenvolvimento Em Questão, 18(51), 268–280. https://doi.org/10.21527/2237-6453.2020.51.268-280

Issue

Vol. 18 No. 51 (2020): (abr.-jun.)

Section

Artigos

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