A Influência do Marketing Verde nos Hábitos de Consumo dos Jovens Universitários dos Cursos de Administração: Estudo em Instituições de Ensino Superior (IES)

摘要

Negative impact from industrial and market activities and supporters of capitalist societies are explicit in bringing environmental consequences such as pollution, waste accumulation and the destruction of fauna and flora.. An increasing number of people realize they take an active part in the process of environmental destruction and that their actions can either contribute to worsen as well as to improve the situation. The objective of this study is to analyze the influence of green marketing in consumer habits of students from two HEIS in the interior of Minas Gerais and whether they recognize the importance of this practice and as future managers, would seek to encourage them in their businesses. We conducted a literature search to conceptualize the themes: green marketing, consumer behavior and consumer awareness. The research instrument was a questionnaire. The collected data were analyzed using SPSS software. The study made it possible to infer that there is a huge gap between what young people think and their real actions in relation to environmental issues. Despite that those interviewed recognized the importance of green marketing in business, most states are not influenced by this practice so do not have conscious consumer habits.