ASSOCIAÇÃO ENTRE RENDA FAMILIAR E A PERCEPÇÃO DOS CONSUMIDORES SOBRE AS ESTRATÉGIAS DE MARKETING VERDE

Abstract

Organizations have been pursuing marketing strategies in response to the demands of consumers and society increasingly concerned with sustainability issues. The present study aimed to analyze the association between the family income brackets and the consumer behavior on the green marketing practiced by the companies. For that, an exploratory and quantitative methodology was used, with application of 373 questionnaires, analyzed through frequency distribution tests, Spearman's Correlation and Cronbach's Alpha. The results showed that contrary to the evidence found in the literature, there is a negative relationship between the higher level of family income and consumer perception of green marketing strategies. (English) [ABSTRACT FROM AUTHOR]