Sustentabilidade à portuguesa : hábitos de consumo
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2014
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As famílias da atualidade, associadas ao consumismo e ao materialismo, têm
hoje uma pesada herança ambiental fruto dos excessos económicos e sociais. Segundo
a Comissão Mundial sobre o Meio Ambiente (1987) torna-se necessário “lançar a pedra fundamental dos debates internacionais sobre diversas questões ambientais até então irrefletidas, ensejando a vinculação necessária sobre a proteção conjunta de
direitos interdependentes e relacionados, como a vida humana e o seu desenvolvimento, a poluição e o esgotamento dos recursos não renováveis”. Em
vários países, incluindo Portugal, existem fatores que contribuem para tal
esgotamento, tais como a mudança climática, a poluição do ar e a produção de resíduos, colocando assim as famílias no centro do problema, pelo efeito
multiplicador das suas atitudes e comportamentos. Esta àrea do consumo sustentável
das famílias tem vindo a receber um aumento de pesquisas resultando numa série de critérios que pretendem medir o consumo sustentável das famílias, sendo que das mais mediáticas está a pegada ecologica. Este aumento reflete um reconhecimento das
preocupações ambientais que, no entanto, ainda não tem sido objeto de pesquisa no que respeita a Portugal e às famílias portuguesas. Procura-se contribuir para o estudo dos atuais conhecimentos relativos aos comportamentos das famílias em termos de hábitos de consumo, e até que ponto são esses hábitos sustentáveis. Para medir o
comportamento sustentável das famílias, o estudo foca um conjunto de critérios
estabelecidos, e conclui que o consumo sustentável das famílias estudadas não é de
todo sustentável. O que implicitamente leva ao reconhecimento de uma incongruência
na relação entre o marketing verde e o atual consumo das famílias, que deveria ser
preocupante para as empresas e governos.
Este estudo tem como principal objetivo investigar de que forma as famílias agem e se comportam nos seus hábitos de consumo e nas suas opções domésticas, levando à percepção das áreas onde há mais trabalho para que se possa perceber quais os comportamentos em que as famílias revelam haver uma preocupação sustentável.
Pretende-se ainda identificar as fontes de informação que fomentam as decisões das
familias relativamente a questões de sustentabilidade ambiental.
Families today, associated with consumerism and materialism, today have a heavy environmental heritage fruit of economic and social excesses. According to the World Commission on Environment and Development (1987) it is necessary to "lay the cornerstone of international discussions on various hitherto unexamined environmental issues, allowing for the necessary binding on the joint protection of interdependent and related rights, as human life and its development, pollution and the depletion of non-renewable resources. "In several countries, including Portugal, there are factors that contribute to this depletion, such as climate change, air pollution and waste generation, thereby putting families at the center of the problem, the multiplier effect of their attitudes and behaviors. This area of sustainable household consumption has been receiving increasing research resulting in a series of criteria that purport to measure sustainable household consumption, and the media is the most ecological footprint. This increase reflects a recognition of environmental concerns, however, has not yet been the subject of research with regard to Portugal and Portuguese families. It seeks to contribute to the study of current knowledge concerning the behavior of households in terms of consumption habits, and to what extent are these sustainable habits. To measure sustainable household behavior, the study focuses on a set of established criteria, and concludes that sustainable household consumption is not sustainable studied whole. What implicitly leads to the recognition of an inconsistency in the relationship between green marketing and the current household consumption, which should be of concern for companies and governments. This study aims to investigate how families act and behave in their spending habits and their domestic options, leading to the perception of the areas where more work so that you can understand which behaviors reveal that families be a sustainable concern. It also aims to identify the sources of information that foster the decisions of families on issues of environmental sustainability.
Families today, associated with consumerism and materialism, today have a heavy environmental heritage fruit of economic and social excesses. According to the World Commission on Environment and Development (1987) it is necessary to "lay the cornerstone of international discussions on various hitherto unexamined environmental issues, allowing for the necessary binding on the joint protection of interdependent and related rights, as human life and its development, pollution and the depletion of non-renewable resources. "In several countries, including Portugal, there are factors that contribute to this depletion, such as climate change, air pollution and waste generation, thereby putting families at the center of the problem, the multiplier effect of their attitudes and behaviors. This area of sustainable household consumption has been receiving increasing research resulting in a series of criteria that purport to measure sustainable household consumption, and the media is the most ecological footprint. This increase reflects a recognition of environmental concerns, however, has not yet been the subject of research with regard to Portugal and Portuguese families. It seeks to contribute to the study of current knowledge concerning the behavior of households in terms of consumption habits, and to what extent are these sustainable habits. To measure sustainable household behavior, the study focuses on a set of established criteria, and concludes that sustainable household consumption is not sustainable studied whole. What implicitly leads to the recognition of an inconsistency in the relationship between green marketing and the current household consumption, which should be of concern for companies and governments. This study aims to investigate how families act and behave in their spending habits and their domestic options, leading to the perception of the areas where more work so that you can understand which behaviors reveal that families be a sustainable concern. It also aims to identify the sources of information that foster the decisions of families on issues of environmental sustainability.
Descrição
Orientação: Maria José Ferreira
Palavras-chave
COMUNICAÇÃO, COMMUNICATION, MARKETING, MARKETING, SUSTENTABILIDADE, SUSTAINABILITY, CONSUMO, CONSUMPTION, FAMÍLIA, FAMILY, COMPORTAMENTO DOS CONSUMIDORES, CONSUMER BEHAVIOUR, MESTRADO EM MARKETING E PUBLICIDADE