Hermes Moretti Ribeiro da Silva

Objective: To analyze the level of conscious consumption of nutritionists, their intention to use sustainable diets in hospitals and the main barriers to application. Theoretical Framework: Health professionals can influence policies and promote sustainable nutrition with knowledge and awareness. Hospitals that adopt sustainable food improve clinical recovery and educate patients. Method: Descriptive research with a quantitative approach, using the Ecologically Conscious Consumer Behavior (ECCB) scale adapted for the Brazilian context, with a websurvey applied to public and private hospitals in Brazil. Results and Discussion: Of the 535 questionnaires sent out, 226 were answered. Most of the participants (40%) were between 31 and 40 years old, and 49% worked in large hospitals. The hypotheses confirmed positive relationships between the constructs, indicating knowledge and concern about food and its impact on health and the environment. However, there was little concern about the non-recyclable materials used in products and packaging. Research Implications: A profile was identified with the intention of sustainable consumption, motivated by the topic, but which still prioritizes price, availability and accessibility of suppliers. Although there is interest in sustainable diets for patients, the main obstacle is cost. Originality/Value: Understanding the relationship between conscious consumption and the intention to adopt sustainable practices in hospital nutrition helps to understand whether nutritionists apply sustainable diets in their routine.

Objetivo: O objetivo geral deste estudo é analisar a influência da rotulagem ecológica na intenção de compra dos consumidores de suco de laranja. Método: Abordagem quantitativa realizada em duas etapas: primeira exploratória, com monitoramento ocular presencial (eye tracker), e segunda explicativa, com aplicação de questionários online. As análises envolveram técnicas de modelagem de equações estruturais, regressão logística e neurocientífica (eye tracker) para entender a intenção de compra dos consumidores. Resultados: Os resultados indicaram que a atitude e o controle comportamental percebido influenciam positivamente a intenção de compra de produtos com rótulo ecológico, enquanto a norma subjetiva tem impacto negativo. A inclusão do comportamento pró-ambiental mostrou influência positiva. Contribuições teóricas: O presente estudo contribuiu para a literatura ao testar um modelo integrado da Teoria do Comportamento Planejado com a inclusão de construtos importantes para a sustentabilidade, como o comportamento pro-ambiental e a identificação de greenwashing. Além disso, a utilização do eye tracker revela como os consumidores direcionam a atenção visual para atributos de produtos, aprimorando a compreensão da percepção de rotulagem ecológica. Contribuições gerenciais: As descobertas deste estudo podem ser úteis para empresas e organizações que buscam promover práticas mais sustentáveis em suas atividades e produtos. Relevância: Explorar a rotulagem ecológica e seus atributos se mostra relevante, visto que pode minimizar as externalidades negativas ao meio ambiente, bem como auxilia na compreensão da intenção de compra dos consumidores em relação as mesmas.

Effectively sorting and recycling waste has consequently emerged as a key strategy for environmental preservation and the creation of sustainable communities. The current study aimed to examine the factors influencing consumers’ intentions to sort household waste, utilizing the theory of planned behaviour. Collecting 300 responses from Brazilian consumers through structured questionnaires, the study employed a partial least square structural equation modelling approach to assess the proposed hypotheses. The findings emphasized the significant impact of the perceived cost and benefit factor, alongside the influence of information on proper waste disposal (perceived effectiveness), as communicated by entities managing selective waste collection. These findings emphasize the key role of effective communication from waste management agency regarding the outcomes of domestic waste separation efforts for recycling, as well as the perceived benefits and costs by consumers. Such communication is essential for fostering and maintaining consumer engagement in recycling initiatives.

To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19.

In the current ecological context, advertising and communication emerge as valuable tools for raising awareness and encouraging sustainable behavior. For this communication to be effective, it is necessary to understand the process through which a green message translates into sustainable decisions and how it interacts with individuals’ pro-environmental predispositions and intrinsic motivations. From this perspective, we conducted a systematic review of the literature linking two bodies of research related to the effectiveness of green advertising, on the one hand, and the determinants of pro-environmental behavior, on the other. The main contribution of this article is the development of a conceptual framework that is specific to green advertising. This framework combines the stages of cognitive processing of persuasive messages and the value-belief-norm theory of environmentalism, as well as other internal and external factors (e.g. personal capabilities, contextual factors, and affective variables). Based on our results, we identify gaps and opportunities for future research.

This paper is one of the first to propose a research model to assess the quality and satisfaction perceived by low-income Brazilian patients using public healthcare services, under the moderating effect of perceived crowding. The model was evaluated from data obtained from 417 patients, and its proposed relationships and statistics were tested through Structural Equation Modeling using a Partial Least Squares approach (PLS-SEM). To explore the moderating effect of perceived crowding, the sample was divided into two groups and tested by employing multi-group analysis (MGA). The results show that Reliability, Safety, Tangibles, Empathy and Responsiveness have a positive effect on Perceived Healthcare Quality (PHQ), which, in turn, has a marked effect on patient satisfaction (PS), ergo, PHQ acts as antecedent of PS. However, perceived crowding has no moderating effect on any relationship in the model.

This study evaluates consumer Willingness-to-Pay (WTP) according to preferences for quality-cue attributes offered in two different purchase modes: fresh and cooked meat. The questionnaire was applied and answered by 534 Brazilian meat consumers. Three clusters were defined: Group 1- price conscious consumers; Group 2- quality cues conscious consumers; and Group 3- consumers who were neither price nor quality cues conscious. Different levels of consumer involvement are related to different levels of a purchase intention regarding breed and flavor. Using a logit regression model, the probabilities regarding individual choice and WTP were then calculated. Results indicate significant differences (p < .01) between attributes and for both fresh and cooked beef. For fresh meat, the most important quality cue was its bright red color and the least important its marbling. Interestingly, the lowest product price level does not appear to motivate purchase intention. For cooked beef purchase, consumers highly valued tender meat with flavor and aroma. When a consumer evaluates the purchase of fresh meat, WTP starts at a low level, and then increases with the introduction of positive quality-cue attributes. The opposite is true for cooked meat, where WTP starts at a high level and then decreases as negative quality cues are introduced.