Consumption and green marketing: the influence of sustainability on brazilian consumer behavior

Abstract

The main objective of this work is to verify the influence of sustainability on the behavior of the Brazilian consumer. For this, it is indispensable knowledge about consumption and consumerism, as well as about sustainable consumption, green marketing and the behavior of the Brazilian consumer, because it allows to understand several socioeconomic and environmental discrepancies that occurred in this country. Since the 1970s, through several meetings around the world, the environment has been the subject of discussions and has become a global concern, since the lack of planning in human activities causes environmental,

social and economic imbalance. Regarding the methodology, this is a research of qualitative approach, of a basic nature and an exploratory objective. A survey of the Credit Protection Service (SPC Brazil) on conscious consumption was used, being paramount to discuss the theme of work. The results obtained from this research show that Brazilian consumers are in transition to sustainable consumption, although, throughout the work, several controversies are shown. From this statement, numerous subjects are discussed, such as the history of Brazilian consumption, the adaptation of companies to sustainability, the main advantages and difficulties for conscious consumption, social issues and others. Finally, in order for conscious consumption to actually advance, the change of paradigms and the consolidation of sustainable consumption must be carried out by all those responsible for this context, including consumers, civil society, government and businesses.