Resumo

ESCOBAR-MORENO, Nelcy Rocío; GIL RUEDA, Adriana  e  RESTREPO BOTERO, Aura Cristina. Preliminary characterization of the Eraan Antioquian consumar: the case of the consumer from Valle de Aburra. Rev. esc.adm.neg [online]. 2015, n.78, pp.92-107. ISSN 0120-8160.

This research paper aims at identifying the profile of green consumers living in Valle de Aburra, in Antioquia, to identify the specific features and needs of this group as a market segment. At first, this article shows a conceptual framework about terms such as green market, green consumers and green products. Then, a research methodology is described based on a quantitative formulation of a piloting study, through which a measurement instrument having 14 questions divided into different variables product, price, distribution and communication collected key information to get to preliminary conclusions about consumers as its main object of study. Finally, a statistic descriptive analysis was made to get the profile of green consumers living in Valle de Aburra and a proposal describing key elements to set the bases for future investigations about this topic.

Palavras-chave : Green consumer; Green product; Green market; Consumer profile; Consumer behavior.

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