ATTITUDES OF CONSUMERS TOWARDS THE GREEN PLASTIC

Abstract

The demands regarding sustainable production and consumption are growing increasingly, the market is opening doors for companies to innovate in products and processes that present themselves as a solution to social and environmental problems facing society today. To this end, in 2010, a Brazilian company began producing the "green" polyethylene, or green plastic, which differs from conventional polyethylene because it is produced from the ethanol from cane sugar and not from naphtha oil. Because it is a new product on the market and little known, this study aims to understand consumer attitudes towards green plastic. Environmental concerns, ecologically conscious consumer behavior, purchase intention and previous knowledge of green plastic were also assessed. Were conducted initially in-depth interviews, which helped quantitative stage, an online survey, applied to a sample of 300 individuals. Results indicate that surveyed consumers have positive attitudes towards green plastic and intention to purchase products made ​​with this material. Despite exhibiting a high degree of environmental awareness, they show only moderate attitudes in relation to sustainable consumption in practice. We can conclude that there is still much to be done by companies and society so that a greater degree of maturity and respect for the environment can be achieved.

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