STUDY ON CONSUMER BEHAVIOR FRONT OF THE ENVIRONMENTAL QUESTION<br> DOI: 10.5773/rgsa.v5i1.314

Abstract

This article identifies factors that influence consumers in their purchase decision-making process, highlighting their actions with environmental issues. It was organized using a theoretical framework for consumer behavior and understanding how this occurs in relation to environmental issues. This framework incorporated theoretical aspects that describe the consumer involvement in decision making and their attitudes towards environmental responsibility. Based on the review and evaluation of three experts, a questionnaire with 35 probes and a Likert scale of five levels was developed. The questionnaire was administered to 451 university students from São Paulo (North, South, East and West) and. Using LISREL, we performed the confirmatory factor analysis (CFA), based on the dimensions that emerged from the literature. The result of CFA has confirmed the constructs: Environmental Awareness (CONAMB) Environmental Irresponsibility (IRRESAMB), passivity (passive), and Environmental Responsibility (RESAMB). Revealing high correlation between the constructs CONAMB and PASSIV and RESAMB and PASSIV. The construct IRRESAMB was not correlated with other relevant constructs.