O papel da responsabilidade socioambiental na decisão de compra de consumidores da geração z

Abstract

Growing concern about sustainability has led consumers to pay closer attention to the practices adopted by companies, especially among Generation Z. In this context, this study aimed to examine whether corporate socio-environmental responsibility practices influence the purchasing decisions of this group. The research is descriptive in nature and adopts a quantitative approach, combining a literature review with a field study. Data were collected through a structured questionnaire administered to 90 students belonging to Generation Z at the Federal Institute of Piauí, Angical Campus. The findings indicate that participants recognize the importance of socio-environmental responsibility and value companies that adopt sustainable practices. However, product quality, price, and durability remain the main

factors influencing purchasing decisions. The results also show that some respondents are willing to pay more for products offered by sustainable companies, although this factor does not consistently determine their purchasing choices. It can be concluded that socio-environmental responsibility represents a competitive advantage for organizations; howeverits influence on purchasing decisions is combined with other factors that consumers consider when choosing a product.