THE INFLUENCE OF ECOLOGICAL CONSIDERATION ON CONVENIENCE GOODS PURCHASE DECISION

Authors

  • Sérgio Luis Stirbolov Motta Universidade Mackenzie, Pontifícia Universidade Católica e Universidade Anhembi-Morumbi
  • Georgio Bedinelli Rossi Universidade Mackenzie, Fundação Getúlio Vargas e Universidade Sant'Anna

Abstract

This article intends to clarify if the ecological factor may be considerate a marketing tool while that meets the consumer needs they must satisfy. Presents an exploratory study that purposed if the environment is among the factors taken into account by the consumers when deciding the acquisition of convenience goods. The results denote that the environment is not a factor taken into consideration in the planning of purchases, therefore it is not an element bestowing value to products, in the sense of serving the needs of the consumers, especially because the consumers don't have enough information to this. In spite of this, it shows that the investment of the companies in environmental management and in the release of ecologically correct products may be, in the future, a competitive advantage, because both the knowledge about environmental questions and the positive attitude towards environmental preservation are already present in the consumers.

KEYWORDS: Environment, consumer decision process, satisfaction of the needs, environmental management, competitive advantage.

 

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Author Biographies

Sérgio Luis Stirbolov Motta, Universidade Mackenzie, Pontifícia Universidade Católica e Universidade Anhembi-Morumbi

Mestre em Administração pela Universidade Mackenzie, professor da Universidade Mackenzie, da PUC-SP e da Universidade Anhembi-Morumbi.

Georgio Bedinelli Rossi, Universidade Mackenzie, Fundação Getúlio Vargas e Universidade Sant'Anna

Doutor em Administração pela FGV-EAESP, professor da Universidade Mackenzie, da Fundação Getúlio Vargas e da Faculdade Sant´Anna.

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Published

2008-06-25

Issue

Vol. 2 No. 1 (2001)

Section

Presentation

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