Marketing ambiental: a aceitação de preço premium na indústria brasileira de vestuário
DOI:
https://doi.org/10.5585/remark.v20i3.19495Palavras-chave:
marketing ambiental, preço premium, comportamento do consumidor, indústria de vestuárioResumo
Objetivo: Este estudo buscou identificar as variáveis que podem influenciar consumidores a pagarem um preço premium pela compra de produtos verdes na indústria do vestuário. Assume-se que a adoção de práticas sustentáveis, por parte de organizações, implica em um preço premium a ser aceito pelo consumidor decorrente dos custos associados.
Método: Com base em variáveis que consideram o binômio marketing e meio ambiente, foi desenvolvida uma pesquisa quantitativa e descritiva. Um modelo conceitual foi testado a partir de questionário aplicado a 269 respondentes. Dados foram analisados por meio da regressão linear por Mínimos Quadrados Ordinários.
Originalidade / Relevância: Discute-se questões como consumo excessivo e responsabilidade do consumidor, inovando ao introduzir a variável avaliação de terceiros, não comumente utilizada.
Resultados: Os resultados sugerem que a avaliação de terceiros e o envolvimento do consumidor como parte da solução do problema ambiental são os principais elementos que podem influenciar positivamente os consumidores a aceitarem pagar um preço premium pelo produto.
Contribuições teóricas / metodológicas: A importância da avaliação de terceiros não tem sido adotada para explicar o comportamento do consumidor em relação a produtos sustentáveis. Esta pesquisa não apenas inova ao considerar tal variável, mas também explora a importância dessa prática.
Contribuições sociais / práticas para a gestão: Para o profissional de marketing este estudo destaca a importância da legitimidade e do envolvimento dos consumidores na solução dos desafios ambientais.
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