Geração e Sexo como Determinantes do Comportamento Sustentável: Evidências de um Experimento / Generation and Sex as Determinants of Sustainable Behavior: Evidence from an Experiment
Resumo
As características sociodemográficas são aspectos fundamentais para segmentar o mercado consumidor e identificar comportamentos e preferências que podem auxiliar na definição de estratégias empresariais competitivas. O objetivo deste artigo é analisar, através da realização de um experimento, se as variáveis sociodemográficas geração e sexo impactam nas decisões de compra por produtos considerados sustentáveis. Foram designados aleatoriamente 205 alunos da graduação em Administração da Universidade Federal Fluminense para participarem do experimento. A ANOVA unidirecional, bidirecional e o Teste T para duas amostras independentes foram realizados para identificar se havia diferença entre os grupos. O resultado revelou que há diferença entre os sexos feminino e masculino na decisão de compra por produtos considerados ecologicamente corretos. As gerações, o tratamento ao qual os participantes foram submetidos e a interação entre a geração e o sexo não apresentaram resultados significantes.
Palavras-chave: Geração. Sexo. Experimento. Comportamento do consumidor.
ABSTRACT
Sociodemographic characteristics are fundamental aspects to segment the consumer market and identify behaviors and preferences that can help define competitive business strategies. The aim of this article is to analyze, through an experiment, whether the sociodemographic variables of generation and gender impact the purchase decisions for products considered sustainable. 205 undergraduate Business Administration students at Universidade Federal Fluminense were randomly assigned to participate in the experiment. One-way, two-way ANOVA and T-test for two independent samples were performed to identify whether there was a difference between groups. The result revealed that there is a difference between females and males in the decision to purchase products considered ecologically correct. The generations, the treatment to which the participants were submitted and the interaction between generation and sex did not present significant results.
Keywords: Generation. Sex. Experiment. Consumer Behavior.
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DOI: http://dx.doi.org/10.12819/2022.19.3.1
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