TECHNOLOGICAL CONVERGENCE AND INTEGRATION OF GREEN ATTRIBUTES

Abstract

The following article has, as the main objective, the analysis of consumer behavior in relation to the technological bundle products, with the insertion of green integrations, as example, smartphones with solar charger. Thus, a study was conducted, based on the literature of consumer’s behavior, green products, green ideology, technology convergence and the use preference for technological products. In order to develop the research, a netnographic analysis was proposed as a methodological option, which consists in the extraction of information from blogs/forums, doing the analysis of the content from the collected discussions, in order to codify and categorize the participating groups of this argument.  Once this categorization and the distinction of consumer segments for the technological object, with the insertion of green attributes, are developed, the results were presented through that designated the users groups. Given this research environment, the study observes and interprets the point of view of the technological consumer, evaluating if the diffusion of green products (sustainable consumption or with ecological values/attributes) was inserted in the context of the consumer society, and if the discussion in social networks presented the innovation of ecologic consciousness (Green), in addition to the perception of technological innovation with the insertion of green.