Valor Subjetivo do Consumo Sustentável.

Abstract

The present claim for a change in the economic model for production and consumption is due to the inefficiency of these models in reduce the problems derived from the impact on the environment. Applying the behavior analysis to understanding the behaviors related to sustainability may shows that the way to achieve a sustainable world may be increased. Upon this idea, the aim of this work was to analyze knowledge and choice related to the theme Sustainable Development. For that, it was analyzed trough the behavior analytical point perspective, followed by three studies: 1) identifying the knowledge of environmental certification seals and for sustainable behaviors, comparing the effects of seals name or pictures; 2) analyze brands levels of knowledge and quality of three products and its relationship with the sustainable production; 3) analyze of the effects of an environmental friendly instruction on hypothetical choices between different brands of three products (phase 1) and the presence or absence of certification seals in the choices between brands of clothes softener, with varying levels of knowledge and quality. The participants were undergraduate and graduate students. In general, the results showed a small control of the variables related to sustainability. I Study 1, most participants did not know the certification seals and did not described them appropriately. In Study 2, the sustainability levels were lower than those obtained for knowledge and quality. In Study 3, indifference prices were higher for sustainable brands, without significant effects of the instructions, and lower differences due to the presence or absence of the certification seals. The data of this work show a low discriminative control of the stimuli associated to the sustainability, so indicating the ineffectiveness of the strategies used in the present days to obtain this behavior change, as the insertion of the certification seals.