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Abstract(s)
O objetivo principal do presente estudo é traçar um quadro das percepções e comportamento dos estudantes universitários em relação ao comportamento ético e compreender as barreiras que limitam tal consumo. Para isso, é realizado um estudo quantitativo, baseado principalmente na escala de Comportamento Ético do Consumidor (ethically minded consumer behavior scale, EMCB) proposta por Sudbury-Riley and Kohlbacher (2016) e na Teoria do Comportamento Planejado (Theory of Planned Behavior, TPB) de Ajzen (1985), modificada por Shaw et al. (2000). O presente estudo fornece uma comparação transnacional entre a Alemanha e Portugal e verifica as questões da pesquisa usando um questionário com uma amostra de 375 participantes. Neste contexto, são analisados os determinantes da intenção de engajamento no consumo ético e avaliada a correlação com o comportamento autorelatado. Os resultados confirmam a aplicabilidade da modificada TPB, neste contexto, especialmente as medidas éticas indicam algumas diferenças internacionais também em relação ao comportamento. Constatou-se que a falta de informação constituiu um obstáculo à intenção de comportamento, no entanto as características demográficas não demonstraram ser significativas. A tese pode ser considerada um dos primeiros estudos a incorporar a escala EMCB, inicialmente a integrar uma dimensão adicional e aplicar o modelo em um cenário diverso. Assim, oferece contribuições teóricas e práticas, úteis visando uma melhor compreensão do comportamento ético do consumidor.
The main objective of the present study is to draw a picture of the perceptions and behavior of college students regarding ethical behavior and to understand the barriers constraining such consumption. For this purpose, a quantitative study is conducted, based mainly on the Ethically minded consumer behavior (EMCB) scale proposed by Sudbury-Riley and Kohlbacher (2016) and the Theory of Planned Behavior (TPB) of Ajzen (1985), modified by Shaw et al. (2000). The present study provides a cross-national comparison between Germany and Portugal and verifies the research questions using a questionnaire with a sample of 375 participants. In this context, determinants of intention to engage in ethical consumption are analyzed and the correlation with self-reported behavior assessed. The results confirm the applicability of the modified TPB in this context, especially of the ethical measures, and indicate some cross-national differences also concerning behavior. It was found that Lack of information was an obstacle to behavioral intention, while demographic characteristics were not significant. This thesis can be considered one of the first to incorporate the EMCB-scale, to integrate an additional dimension and apply the model into a distinct setting. It thus provides useful theoretical and practical contributions to a better understanding of ethical consumer behavior.
The main objective of the present study is to draw a picture of the perceptions and behavior of college students regarding ethical behavior and to understand the barriers constraining such consumption. For this purpose, a quantitative study is conducted, based mainly on the Ethically minded consumer behavior (EMCB) scale proposed by Sudbury-Riley and Kohlbacher (2016) and the Theory of Planned Behavior (TPB) of Ajzen (1985), modified by Shaw et al. (2000). The present study provides a cross-national comparison between Germany and Portugal and verifies the research questions using a questionnaire with a sample of 375 participants. In this context, determinants of intention to engage in ethical consumption are analyzed and the correlation with self-reported behavior assessed. The results confirm the applicability of the modified TPB in this context, especially of the ethical measures, and indicate some cross-national differences also concerning behavior. It was found that Lack of information was an obstacle to behavioral intention, while demographic characteristics were not significant. This thesis can be considered one of the first to incorporate the EMCB-scale, to integrate an additional dimension and apply the model into a distinct setting. It thus provides useful theoretical and practical contributions to a better understanding of ethical consumer behavior.
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Keywords
Consumo ético Intenção de compra Teoria do comportamento planejado Escala de comportamento ético do consumidor (ethically minded consumer behavior scale) Hiato attitude-comportamento Ethical consumption Purchase intention Theory of planned behavior Ethically minded consumer behavior scale Attitude-behavior gap