Resumo

TAMASHIRO, Helenita Rodrigues da Silva; MURARI, Wandrey Antonio; OLIVEIRA, Sônia Valle Walter Borges de  e  ACEVEDO, Claudia Rosa. Consumer socio-environmental behavior: a study with college students in the countryside of the State of Sao Paulo. Prod. [online]. 2012, vol.22, n.2, pp. 201-212.  Epub 27-Mar-2012. ISSN 0103-6513.  http://dx.doi.org/10.1590/S0103-65132012005000011.

Corporate Social Responsibility is increasingly being consolidated within a very competitive market scenario comprising more selective and demanding consumers. Thus, the purpose of this research was to verify whether socio-environmental actions influence consumer purchase decision. To this end, 100 questionnaires were applied to undergraduate students from a business administration course at a university in the State of Sao Paulo; 68 questionnaires were validated and analyzed by descriptive statistics. Results showed that: i)  socio-environmental actions do notaffect the purchase process of these consumers; ii)  companies should inform consumers which social and environmental actions they are involved in and which positive impacts their actions have generated to biodiversity and society.

Palavras-chave : Socio-environmental responsibility; Purchase decision; Consumer loyalty; Consumer behavior.