Marketing ambiental: a aceitação de preço premium na indústria brasileira de vestuário

Áureo Leal, Emerson Wagner Mainardes, Lucilaine Maria Pascuci

Resumo


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.

 


Palavras-chave


marketing ambiental; preço premium; comportamento do consumidor; indústria de vestuário

Texto completo:

PDF (English)

Referências


Akehurst, G., Afonso, C., & Martins Gonçalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972–988. https://doi.org/10.1108/00251741211227726

Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626. https://doi.org/10.1108/IJPPM-12-2019-0595

Antonetti, P., & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics, 124(1), 117–134. https://doi.org/10.1007/s10551-013-1841-9

Azasu, S. (2009). Rewards and performance of Swedish real estate firms. Compensation & Benefits Review, 41(4), 19-28. https://doi.org/10.1177/0886368709337924

Baer, W. (2001). Brazilian economy, the growth and development. Boulder: Lynne Rienner Publishers.

Barcellos, M. D., Teixeira, C. M., & Venturini, J. C. (2014). Personal values associated with political consumption: An exploratory study with university students in Brazil. International Journal of Consumer Studies, 38(2), 207–216. https://doi.org/10.1111/ijcs.12084

Brandão, M. R., Alexandre, M. L., Anez, M. E., & Costa, B. K. (2011). Influência dos Stakeholders na adoção de estratégias de marketing verde. Revista Pretexto, 12(4). https://doi.org/10.21714/pretexto.v12i4.822

Brochet, F., Loumioti, M., & Serafeim, G. (2013). Short-termism, investor clientele, and corporate performance. Harvard Business School Accounting & Management Unit, 12–72.

Broderick, A., Jogi, A., & Garry, T. (2003). Tickled pink: The personal meaning of cause related marketing for customers. Journal of Marketing Management, 19(5–6), 583–610. https://doi.org/10.1080/0267257X.2003.9728227

Chan, R. & Lau, L. B. Y. (2000). Antecedents of Green Purchases: A Survey in China. Journal of Consumer Marketing 17(4):338-357. https://doi.org/10.1108/07363760010335358

Chen, H., & Burns, L. D. (2006). Environmental analysis of textile products. Clothing and Textiles Research Journal, 24(3), 248–261. https://doi.org/10.1177%2F0887302X06293065

Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0

Choi, S., & Ng, A. (2011). Environmental and economic dimensions of sustainability and price effects on consumer responses. Journal of Business Ethics, 269–282. https://doi.org/10.1007/s10551-011-0908-8

Connelly, B. L., Ketchen D. J., Jr., & Slater, S. F. (2011). Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Science, 39(1), 86–100. https://doi.org/10.1007/s11747-010-0199-0

Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465–480. https://doi.org/10.1016/S0148-2963(01)00241-7

Dickson, M. A. (1999). US consumers' knowledge of and concern with apparel sweatshops. Journal of Fashion Marketing and Management: An International Journal, 3(1), 44–55. https://doi.org/10.1108/eb022547

Dickson, M. A., Waters, Y., & López-Gydosh, D. (2012). Stakeholder Expectations for Environmental Performance within the Apparel Industry. Journal of Corporate Citizenship, 2012(45), 37–51. https://doi.org/10.9774/GLEAF.4700.2012.SP.00005

Eccles, R. G., Ioannou, I., & Serafeim, G. (2011). The Impact of Corporate Sustainability on Organizational Processes and Performance. Harvard Business Review Working Paper. Accessed June 20, 2014, at http://ssrn.com/abstract=19640112013 https://doi.org/10.1287/mnsc.2014.1984

Eccles, R. G., & Serafeim, G. (2013). A Tale of Two Stories: Sustainability and the Quarterly Earnings Call. Journal of Applied Corporate Finance, 25, 8-19. https://doi.org/10.1111/jacf.12023

Edinger-Schons, L., Sipila, J., Sen, S., Mende, G., & Wieseke, J. (2018). Are Two Reasons Better Than One? The role of appeal type in consumer responses to sustainable products. Journal of Consumer Psychology, 28(4), 644–64. https://doi.org/10.1002/jcpy.1032

Freeman, R. E., Harrison, J. S., & Wicks, A. C. (2007). Managing For Stakeholders: Survival, Reputation, and Success. New Haven & London: Yale University Press. https://dx.doi.org/10.2139/ssrn.1186402

Gershoff, A. D., & Frels, J. K. (2015). What Makes it Green? The role of centrality of green attributes in evaluations of the greenness of products. Journal of Marketing, 79(1), 97–110. https://doi.org/10.1509%2Fjm.13.0303

Gonzalez-Arcos, C., Joubert, A. M., & Scaraboto, D. (2021). “How do I carry all this now?” Understanding consumer resistance to sustainability interventions. Journal of Marketing, 85(3), 44–61. https://doi.org/10.1177%2F0022242921992052

Han, Tae-Im, & Stoel, L. (2017). Explaining Socially Responsible Consumer Behavior: A meta-analytic review of theory of planned behavior, Journal of International Consumer Marketing, 29(2), 91–103. https://doi.org/10.1080/08961530.2016.1251870

Hong, Z., Wang, H., & Yu, Y. (2018). Green product pricing with non-green product reference. Transportation Research Part E: Logistics and Transportation Review. 115, 1–15. https://doi.org/10.1016/j.tre.2018.03.013

International Programme on the Elimination of Child Labour (IPEC). (2013). Marking Progress Against Child Labour - Global estimates and trends (2000–2012). Geneva: International Labour Office (ILO).

Joung, S. H., Park, S. W., & Ko, Y. J. (2014). Willingness to Pay for Eco-Friendly Products: Case of cosmetics. Asia Marketing Journal, 15(4), 33-49.

Kang, J., Liu, C., & Kim, S.‐H. (2013). Environmentally Sustainable Textile and Apparel Consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442–452. https://doi.org/10.1111/ijcs.12013

Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to Pay for Cause-Related Marketing: The impact of donation amount and moderating effects. Journal of Marketing Research, 910–927. https://doi.org/10.1509%2Fjmr.10.0511

Lopes, V. N., & Pacagnan, M. N. (2014). Marketing verde e práticas socioambientais nas indústrias do Paraná. Revista de Administração da Universidade de São Paulo, 49(1). https://doi.org/10.5700/rausp1135

Macnaghten, P., Grove-White, R., Jacobs, M., & Wynne, B. (1995). Public perceptions and sustainability in Lancashire. Indicators, Institutions, Participation. A report by the Centre for the Study of Environmental Change commissioned by Lancashire County Council. http://dx.doi.org/10.13140/2.1.4038.3360

Mainardes, E. W., Yeh, T., & Leal, A. (2017). Consumers’ Evaluations of the Efficiency of Actions to Improve Environmental Quality: A comparative study between Brazil and China. International Journal of Consumer Studies, 41(6), 659-670. https://doi.org/10.1111/ijcs.12379

Maksudunov, A., & Avci, M. (2020). The color of the future in marketing is green. In: A. Sekerkaya (Ed.), Contemporary Issues in Strategic Marketing (pp. 225–254). Istanbul: Istanbul University Press. http://dx.doi.org/10.26650/B/SS05.2020.002.07

Marshall, M. N. (1996). Sampling for qualitative research. Family Practice, 13(6), 522–526. https://doi.org/10.1093/fampra/13.6.522

Martinez, M. F. (2010). Variáveis Explicativas da Favorabilidade Ambiental do Consumidor: uma investigação na cidade de São Carlos (Doctoral thesis). Escola de Administração de Empresas de São Paulo, São Paulo. http://hdl.handle.net/10438/8166

McDonald, S. & Oates, C. J. (2006). Sustainability: Consumer Perceptions and Marketing Strategies. Business Strategy and the environment, 15(3), 157-170. https://doi.org/10.1002/bse.524

Menon, A., & Menon, A. (1997). Enviropreneurial Marketing Strategy: The emergence of corporate environmentalism as market strategy. The Journal of Marketing, 51–67. https://doi.org/10.1177%2F002224299706100105

Moulds, J. (2015). Child Labour in the Fashion Supply Chain: Where, why and what can be done. The Guardian. https://www.theguardian.com/sustainable-business/ng-interactive/2015/jan/19/child-labour-in-the-fashion-supply-chain

Paine, L. S. (2004). Value Shift: Why companies must merge social and financial imperatives to achieve superior performance. New York: McGraw Hill Professional. doi:0071427333, 9780071427333 https://doi.org/10.5465/ame.2003.10025213

Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7(2), 131–148. https://doi.org/10.1080/096525499346486

Peattie, K. (2001). Towards Sustainability: The third age of green marketing. The Marketing Review, 2(2), 129–146. https://doi.org/10.1362/1469347012569869

Peattie, K. (2010). Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35(1), 195–228. https://doi.org/10.1146/annurev-environ-032609-094328

Peloza, J., White, K., & Shang, J. (2013). Good and Guilt-Free: The role of self-accountability influencing preferences for products with ethical attribute. Journal of Marketing, 77(1), 104–119. https://doi.org/10.1509%2Fjm.11.0454

Pereira Heath, M. T., & Chatzidakis, A. (2012). Blame it on Marketing: Consumers' views on unsustainable consumption. International Journal of Consumer Studies, 36(6), 656–667. https://doi.org/10.1111/j.1470-6431.2011.01043.x

Pinto, D. C., Nique, W. M., Añaña, E. D., & Herter, M. M. (2011). Green Consumer Values: How do personal values influence environmentally responsible water consumption? International Journal of Consumer Studies, 35(2), 122–131. https://doi.org/10.1111/j.1470-6431.2010.00962.x

Pristl A-C., Kilian S., & Mann A. (2021). When Does a Social Norm Catch the Worm? Disentangling social normative influences on sustainable consumption behavior. Journal of Consumer Behavior. Special Issue Article, 1–20. https://doi.org/10.1002/ cb.1890

Ranjan, R. K. (2019). Green Marketing: An exploration through qualitative research. Global Journal of Management and Business Research, [S.l.], Jan., 2249–4588. https://journalofbusiness.org/index.php/GJMBR/article/view/2989

Ribeiro, J. de A., & Veiga, R. T. (2011). Proposição de uma escala de consumo sustentável. Revista de Administração da Universidade de São Paulo, 46(1). https://doi.org/10.5700/rausp0997

Ritter, A. M., Borchardt, M., Vaccaro, G. L. R., Pereira, G. M., & Almeida, F. (2015). Motivations for Promoting the Consumption of Green Products in an Emerging Country: Exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507–520. https://doi.org/10.1016/j.jclepro.2014.11.066

Roberts, J. A. (1996). Green Consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217–231. https://doi.org/10.1016/0148-2963(95)001506

Rolli, C. (2014, Set 29). Marca de luxo é ligada a trabalho degradante. Retrieved from Folha de São Paulo: http://www1.folha.uol.com.br/mercado/2013/07/1317521-marca-de-luxo-e-ligada-a-trabalho-degradante.shtml

Sharaf, M. A., & Perumal, S. (2018). How does green products’ price and availability impact Malasyans’ green purchasing behavior? The Journal of Social Sciences Research, 4(3), 28–34. https://ideas.repec.org/a/arp/tjssrr/2018p28-34.html

Singh, R., & Vij, S. (2011). Dimensions of Consumers’ Advertising Beliefs in India. Indian Journal of Marketing, 41(3), 21–32.

Solihin, F., Yulisetiarini, D., Wihelmina, I. D., & Wardana, F. R. (2019). The Effect of Green Marketing Strategy on Purchasing Decisions: A review of previous research. International Journal of Scientific & Technology Research, 8(12), 3662–3665. http://www.ijstr.org/final-print/dec2019/The-Effect-Of-Green-Marketing-Strategy-On-Purchasing-Decisions-A-Review-Of-Previous-Research.pdf

Spence, A., Poortinga, W., & Pidgeon, N. (2012). The psychological distance of climate change. Risk Analysis, 32(6), 957–972. https://doi.org/10.1111/j.1539-6924.2011.01695.x

Stall-Meadows, C., & Davey, A. (2013). Green Marketing of Apparel: Consumers' price sensitivity to environmental marketing claims. Journal of Global Fashion Marketing, 33–43. https://doi.org/10.1080/20932685.2012.753293

Straughan, R. D., & Roberts, J. A. (1999). Environmental Segmentation Alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575. https://doi.org/10.1108/07363769910297506

Taufique, K. M. R., Vocino, A., & Polonsky, M. J. (2017). The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–29. https://doi.org/10.1080/0965254X.2016.1240219

Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of cleaner production, 59, 174–184. https://doi.org/10.1016/j.jclepro.2013.06.050

Varadarajan, P. R. (1992). Marketing’s Contribution to Strategy: The view from a different looking glass. Journal of the Academy of Marketing Science, 20(4), 335–343. https://doi.org/10.1177%2F0092070392204008

Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 58–74. https://doi.org/10.1177%2F002224298805200306

Wang, W., Krishna, A., & McFerran, B. (2016). Turning Off the Lights: Consumers’ environmental efforts depend on visible efforts of firms. Journal of Marketing Research, 54(3), 478–494. https://doi.org/10.1509%2Fjmr.14.0441

White, K., Habid, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A literature review and guiding framework. Journal of Marketing, 83(3) 22–49. https://doi.org/10.1177%2F0022242919825649

Zadeh, A. H., Zolfagharian, M., & Hofacker, C. (2019). Customer–Customer Value Co-Creation in Social Media: Conceptualization and antecedents, Journal of Strategic Marketing, 27(4), 283–302. https://doi.org/10.1080/0965254X.2017.1344289

Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. (2014). What Affects Green Consumer Behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63, 143–151. https://doi.org/10.1016/j.jclepro.2013.05.021




DOI: https://doi.org/10.5585/remark.v20i3.19495

Apontamentos

  • Não há apontamentos.


Direitos autorais 2021 Revista Brasileira de Marketing

Revista Brasileira de Marketing – ReMark

Brazilian Journal of Marketing - BJM

e-ISSN: 2177-5184
https://periodicos.uninove.br/remark

Rev. Bras. Mark. - ReMark ©2021 Todos os direitos reservados.

Esta obra está licenciada com uma Licença 
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional