Sustentabilidade em foco: um estudo sobre o consumo de cerveja pelos estudantes de administração

Abstract

The main objective of this final study was to identify the most common sustainable behaviors among beer-consuming students on a Business course. In order to achieve this goal, we sought to understand the stages of the beer purchasing decision process and analyze the behavior of UFC business students in relation to beer consumption and sustainability. The results show that in the beer purchasing decision process, especially in the post-consumption phase, there is a need to implement sustainable actions, especially reverse logistics, from production to disposal. In the need recognition phase, most consumers consume beer to satisfy the desire to socialize. In the search for information, few sustainable practices developed by beer brands are known to consumers. In the evaluation of alternatives, sensory characteristics outweigh environmental impact, and in the purchasing decision, the majority of the public indicated that they would choose a beer brand if it adopted sustainable practices, although this is not the main factor in the decision-making process. As a result, it was also possible to observe that although 71% of respondents believe that it is necessary for brands to use reusable or biodegradable packaging, 75% of them do not prefer this type of packaging at the time of purchase, showing that the public often expects a sustainable movement from companies, but when it is implemented, they don't see any real value or need for it.