Portuguese to English: DETERMINING FACTORS OF ENVIRONMENTAL CONCERN IN RELATION TO PURCHASING DECISIONS
General field: Bus/Financial
Detailed field: Business/Commerce (general) | |
Source text - Portuguese
RESUMO
É fundamental que as empresas conheçam quais fatores são considerados pelo consumidor ao comprar, para corresponder às expectativas e gerar vantagens competitivas. O objetivo deste artigo foi identificar os fatores ambientais determinantes da preocupação com o ambiente nas decisões de compra por usuários das redes sociais digitais. Foram selecionados, por conveniência, 288 usuários de redes sociais digitais que comentaram sobre o construto “Fatores do Meio Ambiente” em seus perfis. O instrumento de coleta de dados foi o questionário, contendo 26 questões. Utilizou-se análise descritiva de médias e desvio padrão das variáveis do construto, e análise fatorial exploratória, ambas desenvolvidas no software SPSS 12. Os resultados indicaram 5 fatores considerados pelos pesquisados, contribuindo assim, para que as empresas embasem cientificamente seus planos estratégicos, e gerem vantagens competitivas pelo marketing verde. | Translation - English
ABSTRACT
It is fundamental that companies know what factors consumers are considering when making a purchase, to meet expectations and generate competitive advantages. The objective of this article was to identify the environmental determinants factors of the concern with the environment in the decisions of purchase by users of digital social networks. For convenience, 288 digital social network users were selected to comment about the "Environmental Factors" in their profiles. The instrument of data collection was a questionnaire, containing 26 questions. There were used descriptive analysis of means and standard deviation of the construct variables, and exploratory factorial analysis, both developed in the SPSS 12 software. The results indicated 5 factors considered by the respondents, thus helping companies to scientifically base their strategic plans and generate competitive advantages for green marketing. |
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