The purchasing decision for sustainable products based on the fundamentals of behavioral economics
DOI:
https://doi.org/10.51359/2526-7884.2021.251033Keywords:
behavioral economics, sustainable purchasing behavior, certainty effect, reflection effect, framing effect.Abstract
Behavioral Economics focus on the characterization and analysis of aspects of decision-making behavior, counter-arguing the theory of full rationality. According to Kahneman and Tversky, there are dissonant phenomena in the decision-making process distinguishing rational and non-rational decision. This article presents the results of a research that aimed to verify how decisions taken by young adults to ensure a sustainable lifestyle are affected by the influencing aspects of decision, as advocated by Kahneman and Tversky. The descriptive/quantitative research used the survey method and considered data regarding frequency and percentage; 70 students from Faculdade Estácio Paraíba participated, mostly male (52.9%), between 18 and 25 years old (44.3%), single (57.1%) and employed (67.1%). Hypothesis 1 was confirmed, as participants faced with a choice between alternatives of uncertainty of gain, preferred an alternative of certain gain (certainty effect); Hypothesis 2 was confirmed, as respondents faced with a choice between loss uncertainty alternatives, avoided the right loss alternative (reflection effect); however, hypotheses 3 and 4 (framing effect) were not confirmed, as they did not corroborate the original study by Tversky and Kahneman. It is necessary to identify the different levels of ecological awareness of the population and consumption habits, in order to better understand the consumer and his environmentally sustainable behavior.References
Akatu, P. (2018). Panorama do consumo consciente no Brasil: desafios, barreiras e motivações. Recuperado de https://www.akatu.org.br/publicacoes/.
Anderson, W.T., & Cunningham, W.H. (1972). The Socially Conscious Consumer. Journal of Marketing, 36, 23-31.
Banov, M.R. (2017). Comportamento Do Consumidor: Vencendo desafios. CENGAGE DO BRASIL.
Brasil. (2010). Estado do Mundo: Transformando culturas do consumismo à sustentabilidade. Salvador-BA: UMA-Universidade Livre da Mata Atlântica.
Brasil, M.D.M.A. (2011). Consumo Sustentável. Recuperado de https://www.mma.gov.br/responsabilidade-socioambiental/producao-e-consumo-sustentavel/conceitos/consumo-sustentavel.html.
Camerer, C.F. (1989). An experimental test of several generalized utility theories. Journal of Risk & Uncertainty, 2(1), 61-104.
Cappellozza, A., & Sanchez, O.P. (2011). Análise de decisões sobre uso de tecnologia: Um estudo no setor de telefonia móvel fundamentado nos axiomas da Economia Comportamental. Revista de Administração Conteporânea, 15(6), 1078-99.
Castaneda, M.G., Martinez, C.P., Marte, R., & Roxas, B. (2015). Explaining the environmentally- sustainable consumer behavior: A social capital perspective. Social Responsibility Journal, 11(4), 658 76.
Castellan, J. N.,Jr, & Siegel, S. (2006). Estatística não-paramétrica para ciências do comportamento. Porto Alegre: Artmed.
Chater, N. (2015). A Revolução da Ciência Comportamental nas políticas públicas e em sua implementação. In Ávila, F. & Bianchi. A. M. (2015). Guia de Economia Comportamental. 1ª ed. - São Paulo: EconomiaComportamental.org.
Chen, T.B., & Chai, L.T. (2010). Attitude towards the environment and green products. Management Science and Engineering, 4(2), 27-39.
Follows, S.B., & Jobber, D. (2000). Environmentally Responsible Purcharse Behavior. European Journal of Marketing, 34(5/6), 723-46.
Franceschini, A.C.T., & Ferreira, D.C.S. (2012). Economia Comportamental: Uma introdução para analistas do comportamento. Interamerican Journal of Psychology, 46(2), 317-25.
Garcia, E., Alves, M.A., & Alves, M.A. (2019). O consumo consciente como pressuposto de adimplência: A importância da educação financeira neste contexto. 6º EnPE, 6(1).
Gätcher, S., Johnson, E.J., & Herrmann, A. (2010). Individual-level loss aversion in riskless and risky choices. CeDEx Discussion Paper Series, 2961.
Gigerenzer, G. Surrogates for theory. (2009). APS Observer, 22(2), 21-3.
Gil, A. C. (2010). Como elaborar projetos de pesquisa. São Paulo: Atlas.
Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818–825. https://doi.org/10.5897/AJBM11.728
Hawkins, D.I., Mothersbaugh, D.L., & Best, R.J. (2007). Consumer Behavior: Building Marketing Strategy. McGraw-Hill/Irwin.
Kahneman, D., & Tversky, A. (1979). Prospect theory: an analysis of decision under risk. Econometrica, 47(2), 263-91.
Lima, M. C. (2008). Monografia: a engenharia da produção acadêmica. São Paulo: Saraiva, 2008.
Lins, S.L.B., Cavalcanti, C.M., & Faria, R.D.C.P. (2011). Valores humanos e comportamento ecológico de universitários brasileiros e portugueses. Revista Amazônia Educação, Sociedade e Meio Ambiente, 11(6), 42-74.
Lins, S.L.B., & Poeschl, G. (2015). Gastar Dinheiro em Roupas no Shopping: Os Significados de “Comprar” para Adolescentes Brasileiros e Portugueses. Temas em Psicologia, 23(2), 355-69.
Loomes, G., & Sugden, R. (1982). Regret theory: an alternative theory of rational choice under uncertainty. The Economic Journal, 92(368), 805-24.
Marconi, M. de A., & Lakatos, E. M. (2011). Metodologia científica. São Paulo: Atlas.
Martin, L. (2014). Taxation, loss aversion, and accountability: Theory and experimental evidence for taxation’s effect of citizen behavior. Unpublished manuscript. Retrieved from http://sites.duke.edu/2014bmp/files/2014/10/Martin_TaxAcc.pdf.
Meneguin, F.B., & Ávila, F. (2015). Como a economia comportamental pode contribuir para as políticas públicas? Recuperado de http://www.brasil-economia-governo.org.br/2015/11/30/como-a-economia-comportamental-pode-contribuir-para-as-politicas-publicas/.
Nespolo, D., Fortes, V.M.M., Borelli, V.A., Camargo, M.E., & Olea, P.M. (2016). Consumo consciente e desenvolvimento sustentável: Relação entre entendimento e comportamento. 5º Fórum Internacional Ecoinovar, 1ª Conferência Internacional de Sustentabilidade e Inovação, 9-12 de agosto, Santa Maria – RS, p. 1-11.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008
Peattie, K, & Peattie, S. (2008). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62(2), 260-268.
Piñon, A., & Gambara, H.A. (2005). Meta-analytic review of framming effect: risky, attribute and goal framing. Psicothema, 17(2), 325-31.
Ribeiro, J.D.A., & Veiga, R.T. (2011). Proposição de uma escala de consumo sustentável. Revista de Administração, 46(1), 45-60.
Reynolds, H.T. (1984). Analysis of Nominal Data. Sage Publications.
Sacramento, S.R.V.D., Galvão, R.A., Freire, O.B.D.L., Brandão, M.M., & Quevedo-Silva, F. (2014). O efeito da consciência ecológica e do framing de perda e ganho no comportamento do consumidor. Revista de Administração da Unimep, 12(3), 184-206 .
Simon, H. (1987). Making management decisions: the role of intuition and emotion. The Academy of Management Executive, 1(1), 57-64.
Sbicca, A. (2014). Heurísticas no Estudo das Decisões Econômicas: Contribuições de Herbert Simon, Daniel Kahneman e Amos Tversky. Estudos Econômicos, 44(3), 579-603.
Thaler, R.H., & Sunstein, C.R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
The Global Carbon Project. (2020). Temporary reduction in daily global CO2 emissions during the COVID-19 forced confinement. Recuperado de: https://www.nature.com/articles/s41558-020-0797-x
Toni, D.D., Larentis, F., & Mattias, A. (2012). Consumo Consciente, Valor e Lealdadeem Produtos Ecologicamene Corretos. Revista de Administração FACES Journal, 11(3), 136-56.
Tormala, Z. L., & Briñol, P. (2015). Attitude change and persuasion: Past, present, and future directions. In The Cambridge Handbook of Consumer Psychology (Issue February). https://doi.org/10.1017/CBO9781107706552.002
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124-31.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-8.
Zanivan, J., Andrade, K.S., Reis, J.B., Locatelli, D.R.S., & Korf, E.P. (2019). Consumo consciente e pegada ecológica: Uma abordagem expositiva. Semea UFFS.
Zelezny, L.C., & Schultz, P. (2000). Promoting environmentalism. Journal of Social Issues, 56(3), 365-71.
Downloads
Published
Issue
Section
License
Copyright (c) 2021 CBR - Consumer Behavior Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the authors' sole responsibility.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.
- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.
