Environmental Awareness and E-Waste Management: A Study on Consumer Behavior and Green Marketing Strategies in Luanda

This research presents the theoretical assumptions of the solidarity economy, based on recovery, disposal, and recycling. It also presents green marketing strategies as a strategic positioning tool. The study was carried out in Angola. The general aim of the research is to analyze the environmental awareness of consumers in Luanda, their attitudes, and behavior in relation to electronic waste. The research has an exploratory and descriptive nature, opting for a quantitative study, carried out through the application of a structured and self-administered questionnaire ((Pestana, M., & Gageiro, J., Análise de dados para ciências sociais: A complementaridade do SPSS. Edições Sílabo, 2005)). After presenting the research objective, the study’s central questions were posed, namely: What are the limiting factors that influence the collection, separation, and awareness of the problems caused by e-waste? Where does e-waste end up? What should we do to minimize the consequences of e-waste? Therefore, the collection, separation, and awareness of e-waste in Angola and the evolutionary trends, environmental policies, programs, communication, awareness, and training on how to deal with environmental issues and ensure sustainable development was the subject of this research. From this perspective, it is imperative to align policies and establish goals, strategies, and standards with the main concern of raising environmental awareness among the population of Luanda, Angola. In addition to linking this research work to the academic world, it will help to identify, perhaps raise awareness among and sensitize the population targeted by the research, implement good practice processes in the collection and separation of waste that is harmful to human and environmental health; give differentiated treatment to electronic waste and contribute to the creation of customs and functional norms of the social group, allowing harmonization and proper functioning of the social structure and system.