Relação entre a preocupação ambiental, o valor social, a sensibilidade ao preço e a intenção de compra de roupas de segunda mão
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2023v13n2.66661Resumo
Objetivo: Este estudo tem por finalidade analisar a relação entre a preocupação ambiental, o valor social, a sensibilidade ao preço e a intenção de compra de roupas de segunda mão. Método: Foi realizada uma pesquisa de natureza quantitativa e caráter descritivo, através de amostragem não-probabilística de corte transversal único. A coleta de dados se deu por meio de um survey online com 253 respondentes e os dados analisados pela Modelagem de Equações Estruturais. Resultados: Os principais resultados demonstraram que o valor social influencia a preocupação ambiental e a intenção de compra, porém não apresenta uma relação significativa com a sensibilidade ao preço. A preocupação ambiental não influencia a intenção de compra, como também não apresenta uma relação significativa com a sensibilidade ao preço, e a sensibilidade ao preço influencia de forma negativa a intenção de compra. Contribuições teóricas: Este estudo contribui com outras investigações, no campo do consumo, ao trazer construtos relevantes que vêm sendo investigados separadamente, bem como reforça o papel da sensibilidade ao preço como uma barreira sobre a intenção de compra de produtos de segunda mão. Além disso, assinala o valor social como uma variável que influencia os consumidores neste contexto, e aponta que a preocupação ambiental pode não interferir no comportamento de compra dos indivíduos em situações que envolvam produtos sustentáveis. Contribuições práticas: Os resultados obtidos podem contribuir para que para que os gestores montem estratégias de vendas, investindo mais na qualidade dos produtos ofertados, de modo que não impacte negativamente no meio ambiente e, ao mesmo tempo, auxiliar na formação da imagem perante os seus grupos.
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