Conscious consumer behavior for products of high and low involvement: an experimental study with psychographic variables

Celia Braga Dalla, José Mauro da Costa Hernandez, Edson Roberto Del Fiori Junior, Nadia Kassouf Pizzinatto


This article focuses conscious consumption by analysis of psychographic variables of consumer behavior: altruism, liberalism, environmental concern and ECCB, besides tracing this profile through social-demographic variables: sex, age, income and education, offering, this way, important bases for green marketing actions. The study was operated as an experiment and the information was collected by an electronic questionnaire posted on the website of and data analysis was performed using the statistical software, using various techniques. The results show that the psychographic variables are more relevant than the social-demographic variables to explain the conscious consumer behavior. So, the contributions of this study reside in the suggestion of emphasis in advertising that have support in arguments based on psychographic variables, especially the more emphasized, such as altruism.


Consumer Behavior, Psychographic Variables, Products of high and low involvement

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