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Master's Dissertation
DOI
https://doi.org/10.11606/D.96.2008.tde-28042008-084227
Document
Author
Full name
Alberto Pagano Gil
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Ribeirão Preto, 2008
Supervisor
Committee
Camargo Júnior, Alceu Salles (President)
Nakamura, Wilson Toshiro
Oliveira, Sonia Valle Walter Borges de
Title in Portuguese
A influência da preocupação ambiental na segmentação de consumidores de papel
Keywords in Portuguese
Comportamento do consumidor
Gestão ambiental
Marketing verde
Segmentação
Abstract in Portuguese
Nos últimos anos, tem sido observada uma crescente preocupação ambiental dos consumidores. Em função desta crescente, os consumidores passaram a buscar mais informações com relação às práticas adotadas pelas empresas, tendo assim iniciado um período de consumo ambientalmente favorável. O presente estudo teve como objetivo Identificar segmentos de consumidores de papel para imprimir e escrever com diferentes comportamentos em relação à preocupação ambiental. Para atender a esse objetivo, organizou-se o referencial teórico que se orientou em dois focos O primeiro se refere ao entendimento sobre o marketing verde relacionando-se com as práticas de responsabilidade social, gestão ambiental e o setor papeleiro. O segundo referiu-se ao levantamento teórico relacionado ao comportamento de compra, os principais fatores de influência e o processo de tomada de decisão do consumidor. Em seguida, foi realizada uma pesquisa de natureza descritiva usandose do método de análise quantitativa coletando-se dados primários nas principais lojas revendedoras de materiais escolares, papelarias e shopping centers da cidade de Ribeirão Preto, cujo método escolhido foi a aplicação de questionário estruturado, buscando avaliar cada consumidor pesquisado. Procedeu-se então, uma análise de agrupamentos e testes não paramétricos. Os resultados encontrados apontam uma segmentação dos consumidores três grupos em função dos atributos que mais valorizam: os consumidores verdes preocupados com o meio ambiente, os consumidores econômicos, propensos a atributos ligados ao preço e os consumidores indiferentes que valorizam todos os atributos de forma equivalente.
Title in English
The influence of environmental concern in the segmentation of paper consumers
Keywords in English
Consumer behavior
Environmental management
Green marketing
Segmentation
Abstract in English
In recent years, it has been observed a growing concern social, economic and environmental performance of companies. In light of this growing concern, consumers began to look for more information with respect to practices adopted by companies, thus started a period of environmentally consumption. This study aimed to identify segments of consumers of paper for printing and writing with different behavior in relation to environmental concern. To meet this goal, held up the theoretical reference which is guided by two outbreaks The first refers to the understanding of the green marketing linking themselves with the practices of social responsibility, environmental management and paper industry. The second referred to the survey related to the theoretical behavior of purchase, the main factors of influence in the decision-making process of consumers. Then, a descriptive search was performed using in the quantitative method of analysis by collecting primary data at major office supply stores, schools and shopping centers of the city of Ribeirão Preto, whose method was the application of a structured questionnaire , seeking to evaluate each consumer searched. There was then an analysis of clusters and non parametric tests. The results indicate a segmentation of consumers in three major groups according to the attributes that they most value: the first one named as green consumers which are concerned about the environment, the second name as economic consumers, prone to attributes linked to the price and finally the indifferent consumers that value all attributes in equivalent order.
 
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AlbertoPaganoGil.pdf (787.79 Kbytes)
Publishing Date
2008-05-12
 
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