The Relationship between Environmental Concern and Declared Retail Purchase of Green Products
Sergio Silva Braga Junior, Eduardo Guilherme Satolo, Marcelo Luiz Dias da Silva Gabriel, Dirceu da Silva

Abstract
Does environmental concern influence declared retail purchasing of green products? Current analysis evaluates the influence of environmental concern in people´s retail buying behavior of green products. A survey with 483 consumers from the southern region of São Paulo, Brazil was undertaken on their perception as individuals and the manner they perceive people in society. Current investigation was foregrounded on research by Garcia et al (2008) on a scale validating the relationship between the importance and reward of environmentally responsible purchasing behavior of consumers through their environmental concern. Results obtained by current analysis show that consumers do not demonstrate a direct relationship between environmental concern and declared retail purchase of green products. The above reinforces the model by Bagozzi (1981) who explains behavior has intent rather than attitude as a precedent. The same behavior may be perceived when subjects place their perception above the behavior of people in society.

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