Fatores preditivos da aquisição de energia solar residencial: o efeito do entusiamo ambiental e do foco regulatório

Jonas da Costa Cruz; Marcelo Luiz Dias da Silva Gabriel; Pamela Ingrid Simioni Costa

doi:10.5585/2025.27423

Autores

Jonas da Costa Cruz Universidade Federal de Mato Grosso (UFMT), Cuiabá, MT, Brasil https://orcid.org/0000-0002-5932-9746
Marcelo Luiz Dias da Silva Gabriel Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0000-0001-8861-0783
Pamela Ingrid Simioni Costa Centro Universitário de Várzea Grande (UNIVAG), Cuiabá, MT, Brasil https://orcid.org/0000-0002-5928-8307

DOI:

https://doi.org/10.5585/2025.27423

Palavras-chave:

conscienciosidade financeira, foco regulatório, consciência ambiental, nível de interpretação, energia solar

Resumo

Objetivo do estudo: Analisar a influência de fatores preditivos (conscienciosidade financeira, consciência ambiental, nível de interpretação) no entusiasmo ambiental e seu efeito na aquisição de energia solar residencial, bem como verificar se o foco regulatório do indivíduo discrimina as relações hipotetizadas.

Metodologia/abordagem: Adotou-se um questionário com 556 consumidores brasileiros de todas as regiões do país e para a análise dos dados utilizou-se a modelagem por equações estruturais baseada em covariância e análise multigrupo.

Principais resultados: As principais conclusões derivadas do estudo foram: (i) a conscienciosidade financeira, a consciência ambiental, e aspectos específicos nível de interpretação são preditores significativos do entusiasmo ambiental; (ii) o entusiasmo ambiental prediz a aquisição de energia solar, (iii) o foco regulatório tem efeito diferente nas relações entre conscienciosidade financeira, consciência ambiental, nível de interpretação, entusiasmo e aquisição de energia solar.

Contribuições teóricas/metodológicas: O estudo é significativo para entender o comportamento do consumidor brasileiro, em relação à intenção de adotar a tecnologia solar fotovoltaica residencial. Também se identifica os fatores preditivos que levam o consumidor ao entusiasmo em ações pró meio ambiente e, consequentemente, sua influência na aquisição de energia solar.

Relevância/originalidade: Identificou-se, neste estudo, o entusiasmo como um valor interno que leva a um consumo sustentável e consequentemente direciona a aquisição de energia solar, bem como o efeito do foco regulatório dos respondentes nas relações hipotetizadas.

Implicações para a gestão ou sociais: As tecnologias renováveis estão se tornando cada vez mais competitivas do ponto de vista econômico e o sistema de energia solar contribui para a segurança energética e mitigação da poluição resultante da queima de combustíveis fósseis.

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Traduções deste artigo

Predictors of residential solar energy adoption: the effect of environmental enthusiasm and regulatory focus (English)

Biografia do Autor

Jonas da Costa Cruz, Universidade Federal de Mato Grosso (UFMT), Cuiabá, MT, Brasil

Professor do Magistério Superior na Universidade Federal de Mato Grosso (UFMT) no Departamento de Ciência Contábeis. Doutor pelo Programa de Pós-graduação em Administração da Escola Superior de Propaganda e Marketing (ESPM). Possui Mestrado em Ciências Contábeis pela FUCAPE Business School também graduação em Ciências Contábeis e Direito pela Universidade Federal de Mato Grosso (UFMT).

Marcelo Luiz Dias da Silva Gabriel, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Doutor em Educação (Ciência e Tecnologia) pela Universidade Estadual de Campinas - UNICAMP (2011), Mestre em Administração de Empresas pelo Centro Universitário Álvares Penteado - UNIFECAP (2005), MBA Executivo em Marketing pelo IBMEC (2001), Bacharel em Estatística pelo Centro Universitário da FMU (2024) e Bacharel em História pela Universidade de São Paulo - USP (1997). Professor do Programa de Pós-Graduação em Administração e do Programa de Mestrado Profissional em Comportamento do Consumidor da Escola Superior de Propaganda e Marketing (ESPM).

Pamela Ingrid Simioni Costa, Centro Universitário de Várzea Grande (UNIVAG), Cuiabá, MT, Brasil

Doutora em Administração pela Escola Superior de Propaganda e Marketing (ESPM), na linha de marketing. Professora no Centro Universitário de Várzea Grande (UNIVAG). Possui mestrado em Sociologia pela UFMT (2019) e graduação em Administração pela ESPM (2014).

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