Produtos verdes: um estudo sobre atitude, intenção e comportamento de compra de universitários brasileiros

In order to learn more about consumer and the process of buying green products, it becomes necessary not only to identify the profile of environmentally responsible consumer, but also to develop and apply relevant metrics about your environmentally conscious behavior. This research aims to analyze the relationships and the possible gap between attitude and behavior intention to purchase green products among Brazilian university management area. The study is quantitative in nature and is descriptive of your goals. This is a field study using the technique of Structural Equation Modeling. The results confirmed the positive relationship between attitude and intention to buy green products, as well as the positive relationship between intention and behavior, although less expressive. The influence of availability, perceived price and quality between intention and purchase behavior was also confirmed. Despite differences in the influence of the constructs, was noted that the price realized is a predominant variable during the transition between intention and purchase behavior of green products. Expected to contribute to the generation of discussions about procurement of green products, stimulate the development of new research, and assist in developing marketing strategies based on the behavior of their consumers.