Investigação da influência de mensagens sobre a atitude e o comportamento do consumidor em relação ao consumo consciente

Abstract

This study sought to investigate the influence of messages in the form of written messages in the formation of attitude and sustainable consumer behavior in relation to conscious consumption. Due to the concern for the environment, companies and governments use communication channels such as advertisements and advertising to attract consumer attention and try to positively influence their attitude and behavior in a way that does not harm the balance between nature and society. The exploratory research, with experimental and longitudinal procedures, confirmed that the use of messages - communication instrument - as a source of influence in the formation of the attitude and the behavior of the consumer in relation to the conscious consumption, with respect to the change in attitude, Was expected and, in relation to behavior, the respondents showed a tendency to act in an ecologically correct way. It is hoped to contribute to future studies and discussions on the subject with the aim of expanding, disseminating and causing reflection on the problems of the environment in the light of marketing theories.