CONSUMO CONSCIENTE NA BAIXA RENDA: A DISTÂNCIA ENTRE O DISCURSO E A PRÃTICA.

Abstract

The purpose of this paper is to examine low income classes attitudes towards sustainability, seeking to develop a typology for these consumers. The study is justified by the importance of the theme sustainability, by the growth of the low-income segment and finally due to the shortage of scholarly work focused on low income conscious consumer. After reviewing the literature a quantitative study (survey) was conducted. A convenience sample of 410 individuals was selected considering socioeconomic classification, belonging to the classes CD and residents in the city of Sao Paulo. A structured questionnaire was used. Data were analyzed with the use of descriptive statistics. Results indicate that conscious consumption is still low for this segment and and there is a gap between the declared intention and the actual behavior towards conscious consumption. Thus both Brazilian enterprises and the government need to invest in educational initiatives.

Index Terms - Communication, Conscious Consumption, Sustainability, Brazilian Low Income Consumer