Investimento em Responsabilidade Ambiental e Decisão de Compra: Uma Análise a Partir da Percepção de Professores de Administração

• Published in: RGO. Revista Gestão Organizacional Vol. 6; no. 4
• Main Authors: Paixão, Roberto Brazileiro, Garcia da Costa, Juliana Guimarães, Ladeira, Rodrigo
• Format: Journal Article
• Language: Portuguese
• Published: Chapeco Universidade Comunitária da Região de Chapecó-Unochapecó, Centro de Ciências Sociais Aplicadas 01.09.2013
• Subjects: Corporate image; Corporate responsibility; Studies; Sustainability management
• ISSN: 1983-6635

This research analyzed the relationship between environmental responsibility and consumers' purchasing decisions, from the perception of professors of Administration. In order to achieve this goal, 69 interviews were collected and analyzed using the technical devices of the Collective Subject Discourse (CSD), in a qualitative and quantitative approach. The conclusion reached is that, for professors of Business Administration, companies invest in sustainable actions mainly to improve their image in the market. However, this would only affect the purchasing decision if the perceived price is not significantly greater than the price of similar products, and only for conscious consumers. Moreover, it would affect if there is more investment in education and consumer awareness. Investments in environmental actions would also be justified when there is a pressure imposed by the consumer and society in this direction, when they already have some environmental awareness. There are environmentally conscious companies that are willing to protect the environment and, adopting this posture, it could affect the purchasing decisions of current and future consumers. As a last possibility reflected from the discourses, companies would not invest in sustainable actions, except to meet the obligations imposed by legislation.