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Doctoral Thesis
DOI
10.11606/T.12.2015.tde-04052015-153748
Document
Author
Full name
Monica Sabino Hasner
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2015
Supervisor
Committee
Crescitelli, Edson (President)
Ikeda, Ana Akemi
Moretti, Sergio Luiz do Amaral
Serralvo, Francisco Antonio
Veloso, Andres Rodriguez
Title in Portuguese
Consumo consciente: compreensão e práticas do consumidor
Keywords in Portuguese
Consumo - Aspectos ambientais
Consumo consciente
Desenvolvimento sustentável
Abstract in Portuguese
Há um chamado hoje para a conversão do consumo a um ato que é "consciente", com reflexão sobre os impactos trazidos à sociedade e à natureza. O presente estudo tem como objetivo contribuir para o entendimento de como o consumo consciente é compreendido e praticado pelos consumidores. O método de investigação utilizado foi a pesquisa exploratória, composta por revisão teórica e pesquisa empírica. Foram revisados a gestão de marca, sustentabilidade e consumo e apresentado o consumo consciente. Moradores da cidade de São Paulo foram entrevistados sobre seu conhecimento, suas práticas e preocupações na área. Os resultados mostram que há uma compreensão do consumo consciente e algumas práticas, principalmente as que trazem beneficios financeiros para os consumidores. Há preocupações que demonstram que há espaço para que nos próximos anos o consumidor reflita e aja na direção do desenvolvimento necessário do consumo consciente. Apresentou-se um modelo sobre como sensibilizar o consumidor para o tema.
Title in English
Conscious consumption: consumer understanding and practices
Keywords in English
Conscious consumption
Consumption
Sustainable development
Abstract in English
There is a call today for the conversion of consumption to an act that is "conscious", with reflection on the impacts brought to society and nature. The present study aims to contribute to understanding how conscious consumption is understood and practiced by consumers. The research method used was exploratory research, composed by a theoretical review and an empirical research. The literature review began by brand management, sustainability and consumption presenting conscious consumption. The research was done with residents of the city of São Paulo on their knowledge, practices and concerns in the area. The results show that there is an understanding of conscious consumption and some practices, especially those that bring financial benefits to consumers. There are concerns from the consumers that demonstrate that there is room for them to reflect more and develop new atitudes and habits. A model on how to make consumers aware and sensitive about the theme was developed.
 
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Publishing Date
2015-05-11
 
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