Análise das variáveis comportamentais inerentes ao processo de compra de produtos verdes: um estudo em brechós de Recife/PE

Abstract

The unrestrained and inconsequential consumption of the last generations has caused negative impacts that compromise the sustainable development of nations. One option to reduce consumption levels and change society's culture in this regard is to project influences to change the way people use products and services. An alternative, then, may be to encourage consumers to opt for thrift store products, since this business model feeds on items that would otherwise be discarded into the environment. Thus, from the perspective of the main theories of consumer behavior, this research is willing to investigate the purchasing behavior of consumers in thrift stores, specifically contributing to the identification and analysis of the variables that interfere in the behavioral process of purchasing these products. The general objective of this investigation is to analyze the behavioral variables inherent to the buying process in thrift stores. This would allow a better understanding of the behavior of thrift shop consumers and, consequently, would help to foster consumption habits that are less harmful to the environment. Therefore, this research is classified, in terms of nature, as quali-quantitative, since it uses both methodological approaches. First, regarding the qualitative character of this investigation, a Systematic Literature Review was elaborated to identify the behavioral variables inherent to the purchase process of green products. Therefore, it was identified that the main variables that influence green buying behavior are: individual values, social norms, perceived effectiveness, perceived benefit, information/knowledge, emotions, government, individualistic values, skepticism, price and unavailability of product. After that, a field study was carried out in order to verify the behavioral variables inherent to the purchasing process in thrift stores in Recife/PE and to describe the influence that each behavioral variable exerts on the purchasing behavior of products in thrift stores. This stage of the study is classified as quantitative-descriptive, in which an online questionnaire was applied to a sample of 119 consumers. Data processing was performed using Spearman's correlation, in which it was found that the main variables that encourage the behavior of thrift shop consumers are: values, perceived effectiveness, perceived benefit, information/knowledge and emotions. This study contributes to the literature and society by identifying that these variables are related to each other, demonstrating that together they have a high level of significance to encourage the consumption of products in thrift stores.