Marketing verde e sua influência no comportamento de consumo da geração z: análise de estudantes na Universidade Estadual do Piauí-UESPI, campus Poeta Torquato Neto

Abstract

The study aims to analyze whether Green Marketing practiced by companies influences the consumption behavior of Generation Z youth, composed of individuals born in the late 1990s and early 2010s. To this end, a quantitative survey was conducted at the State University of Piauí, Poeta Torquato Neto campus, in the city of Teresina - PI. Through a questionnaire, it was possible to collect information regarding students' opinions on their purchasing habits and Green Marketing. The results indicate that sustainability is a valued factor for these consumers, as they show concern for sustainable practices. Therefore, despite the limitations of the research, it is possible to identify that Green Marketing becomes a differentiating factor in the purchasing decisions of the analyzed sample, pointing to the need for companies to adapt to the expectations of this audience, thus becoming an essential strategic tool.