Laços verdes: a influência do apego à Amazônia na intenção e no comportamento de consumo de biocosméticos amazônicos

Abstract

This study examines how emotional attachment to the Amazon shapes the intention and consumption behavior of Amazonian biocosmetics, advancing the application of the Theory of Attachment to green consumption in regional contexts. A quantitative approach is adopted through a structured questionnaire applied to 144 respondents, mostly residents in the Northern region of Brazil. The analysis involved descriptive statistics, Confirmatory Factor Analysis, Cronbach's alpha and Pearson correlations between green consumption and three dimensions of emotional attachment (affection, passion and connection). The results show high levels of agreement with statements associated with affection for the forest, sensory pleasure with fragrances and textures and cultural identification with the Amazon, overcoming adherence to generic green consumption. Positive and significant correlations confirm that affection, passion and connection are associated with the consumption of biocosmetics. The factor structure showed high loads and high internal consistency (α = 0.942), validating the adapted scale. It is concluded that affective and identity ties are more robust engines of regional green consumption than isolated environmental concern, with implications for marketing strategies and Amazonian bioeconomy policies.