Publication: Consumo verde : estudio de la relación entre las actitudes medioambientales y el comportamiento de compra : el papel de los riesgos percibidos y de los valores culturales
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2016-04-27
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Universidad Complutense de Madrid
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Abstract
El crecimiento demográfico, la explotación de los recursos naturales, el cambio climático y otros factores están poniendo al mundo en una trayectoria de desarrollo que no es sostenible (KPMG, 2012). La conciencia ambiental de los consumidores se ha intensificado en gran medida en las últimas décadas (Kalafatis et al., 1999). En consecuencia, los consumidores estan más preocupados con el medio ambiente y progresivamente han ido cambiando sus hábitos diarios y patrones de compra (Krause, 1993). Las organizaciones, tratando de mantener su competitividad, empiezan a incorporar estas nuevas preocupaciones en sus procesos, como la adopción de políticas de “gestión verde”, donde se inlcuyen las estrategias de “marketing verde” (Straughan y Roberts, 1999; Chen y Chai, 2010; Rivera-Camino, 2007). El proceso de toma de decisiones se vuelve cada vez más complejo cuando los consumidores se comprometen con un estilo de vida más verde (Young et al., 2010). Las decisiones de compra diarias se convierten en soluciones de compromiso entre cuestiones conflictivas y terminan con frecuencia en la llamada "disonancia entre actitud y conducta" lo que significa que los consumidores, a pesar de estar concienciados sobre el medio ambiente, son reticientes a traducirlo en sus compras (Kalafatis et al., 1999; Barr et al., 2003; Gardyn, 2003; Hughner et al., 2007; Moisander, 2007; Kilbourne y Pickett, 2008; Young et al., 2010). Esta incongruencia se ha convirtido en un obstáculo para los profesionales de marketing (Wong et al., 1996; Crane, 2000; Mintel, 2006; Pickett-Baker y Ozaki, 2008; Albayrak et al., 2011)...
Population growth, exploitation of natural resources, climate change and other factors are putting the world on a development path that is not sustainable (KPMG, 2012). The environmental awareness of consumers intensified greatly in last decades (Kalafatis et al., 1999). Consequently, consumers have become more concerned with the environment and gradually have been changing their daily habits and buying patterns (Krause, 1993). The organizations, trying to remain competitive, began to incorporate these new concerns in their green management and green marketing strategies (Straughan and Roberts, 1999; Chen and Chai, 2010; Rivera-Camino, 2007). The decision-making process became increasingly complex with consumers adopting a greener lifestyle (Young et al., 2010). Daily purchase decisions result often in tradeoffs between conflicting issues and end up in a dissonance between of attitudes and behavior. Consumers, despite being more conscious about the environment, are reluctant in translating it to purchases (Kalafatis et al., 1999; Barr et al., 2003; Gardyn, 2003; Hughner et al., 2007; Moisander, 2007; Kilbourne and Picket, 2008; Young et al., 2010). This incongruence became an obstacle to marketing professionals (Wong et al., 1996; Crane, 2000; Mintel, 2006; Pickett-Baker and Ozaki, 2008; Albayrak et al., 2011). Existing academic studies on the behavior of the "green consumer" and "green marketing" indicate that the phenomenon has not yet been sufficiently clarified (Ottman and Reilly, 1998; Ottman et al., 2006; Lee, 2008)...
Population growth, exploitation of natural resources, climate change and other factors are putting the world on a development path that is not sustainable (KPMG, 2012). The environmental awareness of consumers intensified greatly in last decades (Kalafatis et al., 1999). Consequently, consumers have become more concerned with the environment and gradually have been changing their daily habits and buying patterns (Krause, 1993). The organizations, trying to remain competitive, began to incorporate these new concerns in their green management and green marketing strategies (Straughan and Roberts, 1999; Chen and Chai, 2010; Rivera-Camino, 2007). The decision-making process became increasingly complex with consumers adopting a greener lifestyle (Young et al., 2010). Daily purchase decisions result often in tradeoffs between conflicting issues and end up in a dissonance between of attitudes and behavior. Consumers, despite being more conscious about the environment, are reluctant in translating it to purchases (Kalafatis et al., 1999; Barr et al., 2003; Gardyn, 2003; Hughner et al., 2007; Moisander, 2007; Kilbourne and Picket, 2008; Young et al., 2010). This incongruence became an obstacle to marketing professionals (Wong et al., 1996; Crane, 2000; Mintel, 2006; Pickett-Baker and Ozaki, 2008; Albayrak et al., 2011). Existing academic studies on the behavior of the "green consumer" and "green marketing" indicate that the phenomenon has not yet been sufficiently clarified (Ottman and Reilly, 1998; Ottman et al., 2006; Lee, 2008)...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Comercialización e Investigación de Mercados, leída el 18-01-2016