CONCERN ON THE ENVIRONMENT AND CONSUMPTION: A STUDY WITH PROFESSORS OF ADMINISTRATION IN BRAZIL

Abstract

Society´s concern on the environment is continually on the increase and affects consumers´ behavior. Current study employs the Theory of Planned Behavior (Ajzen, 1991) to describe the importance of the environment with the purchase process. Current quantitative and descriptive research employed models by Enoki et al. (2008) and Veiga et al. (2006) with 454 professors of Administration Courses in Brazil and asked whether the interviewed agreed that the consumption of ecologically correct products are beneficent to the environment (µ= 4.55); whether they have a moderate desire to purchase the products (µ= 3.74); whether subjective norms antecede purchase intention (R2= 16.5%); whether attitudes antecede the purchase intention for buying pro-environment products (R2= 9.3%) and whether purchase intention has a strong impact (R2= 54.3%) on the purchase behavior of pro-environment products. Results show that the interviewed professors were already concerned with the environment and affected their purchasing behavior.