Compreendendo perfis de preferência por produtos sustentáveis: a influência condicional do ceticismo a partir do capital social
DOI:
https://doi.org/10.5585/remark.v21i2.19759Palavras-chave:
Consumo sustentável, Capital social, Ceticismo, Comportamento do consumidorResumo
Objetivo do estudo – O objetivo deste estudo é determinar o papel condicional indireto do ceticismo para a relação entre Capital social, e suas variações, e a Intenção de compra de produtos sustentáveis.
Metodologia/abordagem – O estudo é de natureza quantitativa, com coleta de dados por meio de um survey, que a partir da adequação dos dados ao modelo proposto, 199 respostas válidas foram analisadas por regressão e processos de mediação e análise de classes latentes.
Principais resultados – O estudo sugere que a intenção de compra de produtos sustentáveis é afetada pelo poder das redes de contato, e em função do ceticismo do consumidor, de maneira geral, mas não especificamente para variações de perfil quanto ao capital social.
Contribuições teóricas/metodológicas – Este estudo avança na compreensão da influência do Capital social sobre comportamentos sustentáveis do consumidor ao propor o Ceticismo como construto interveniente nestas respostas, e ainda apresenta perfis de consumidores de acordo com seu capital social, explorando respostas de consumo sustentável. Este efeito é mais proeminente em consumidores com baixo nível de capital social.
Relevância/originalidade – O estudo inova ao combinar a influência direta e condicional, do capital social e ceticismo, respectivamente, com diferentes perfis de consumidor.
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