A INFLUÊNCIA DO FATOR ECOLÓGICO NA DECISÃO DE COMPRA DE BENS DE CONVENIÊNCIA

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.

摘要：本文旨在厘清：生态因素若能契合消费者亟待满足的需求，是否可被纳入营销工具范畴。本研究为探索性研究，旨在探究消费者在决策购买便利品时，是否会将环境因素纳入考量维度。研究结果显示，消费者在采购规划阶段并未将环境因素纳入考量，因此从满足消费者需求的层面而言，环境因素并非为产品赋予价值的要素；究其根源，主要是消费者当前尚未掌握足够的相关信息。尽管如此，研究同时表明，企业在环境管理与生态友好型产品推出方面的投入，未来有望成为其竞争优势来源；这是因为当前消费者已具备环境问题相关认知，并持有支持环境保护的积极态度。