PREOCUPAÇÃO AMBIENTAL OU HEDONISMO? ANÁLISE DO COMPORTAMENTO DO CONSUMIDOR DA FEIRA LIVRE DE DOM PEDRITO – RS

Knowing the motivations of consumers to consume at free fairs is very important for farmers and managers. The objective of this study was to analyze the influence of environmental concern and hedonism on free fair consumer behavior in the municipality of Dom Pedrito - RS. This is an exploratory, descriptive study with a quantitative approach. The method used was the Survey, through a questionnaire composed of sociodemographic questions, frequency of going to the fair, indicators of environmental concern (EC), and hedonism (HE) applied to 113 consumers. Data analysis was performed using descriptive statistics, analysis of variance, t-test, and Pearson's correlation. Consumers at the fair are motivated to consume by EC and HE, but especially by the indicators related to EC, which showed greater influence (P<0.05). EC and HE were strongly and positively correlated (r = 0.70; P<0.05), demonstrating that they are associated. EC and HE were not influenced (P>0.05) by sociodemographic variables and the frequency of going to the fair. Knowing the motivation to consume at the city's free fair allows managers to define strategies that encourage consumption at the fair.