INTENÇÃO DE COMPRA DE PRODUTOS COM COMPONENTES RECICLADOS

UM EXPERIMENTO CROSS-COUNTRY

Autores

  • Daniele Rodrigues Garcia Universidade Federal do Rio Grande - FURG
  • Vilmar Antonio Gonçalves Tondolo Universidade Federal de Pelotas - UFPEL
  • Rosana da Rosa Portella Tondolo Universidade Federal de Pelotas - UFPel
  • Flávio Régio Brambilla Universidade de Santa Cruz do Sul - UNISC
  • André Andrade Longaray Universidade Federal do Rio Grande - FURG

DOI:

https://doi.org/10.59306/reen.v15e22022188-216

Palavras-chave:

Orientação sustentável, Valor da marca, Intenção de compra, Empreendedorismo sustentável, Experimento

Resumo

A preservação de recursos esgotáveis pode ser realizada pela oferta de produtos e/ou serviços sustentáveis. Nesse sentido, observa-se a necessidade de aprofundar estudos sobre intenção de compras de produtos produzidos com componentes reciclados, ofertados por empreendedores sustentáveis. O objetivo desta pesquisa é verificar o efeito moderador da orientação sustentável e do valor da marca no efeito do tempo do empreendimento na intenção de compra. Realizou-se um estudo cross-country, com experimento de campo baseado em cenários, entre brasileiros e uruguaios, empregando-se a técnica de análise de regressão múltipla. Os resultados apontaram diferenças entre consumidores de ambos os países.

Referências

AAKER, D. A.; JOACHIMSTHALER, E. The brand relationship spectrum: The key to the brand architecture challenge. California management review, v. 42, n. 4, p. 8-23, 2000.

ACS, Z. J.; BOARDMAN, M. C.; MCNEELY, C. L. The social value of productive entrepreneurship. Small Business Economics, v. 40, p. 785–796, 2013.

AJI, H.; SUTIKNO, B. The Extended Consequence of Greenwashing: Perceived Consumer Skepticism. International Journal of Business and Information, v. 10, n. 4, p. 433-468. 2015.

ANNUNZIATA, A.; SCARPATO, D. Factors affecting consumer attitudes towards food products with sustainable attributes. Agricultural Economics, v. 60, n. 1, p. 353-363, 2014.

ANTIL, J. H. Socially responsible consumers: profile and implications for public policy. Journal Macromark, n. 4, v. 2, p. 18-39, 1984.

ARDICHVILI, A.; CARDOZO, R.; RAY, S. A theory of entrepreneurial opportunity identification and development. Journal of Business Venturing, v. 18, p. 105-123, 2003.

BELZ, F. M.; BINDER, J. K. Sustainable entrepreneurship: a convergent process model. Business Strategy and the Environment, v. 24, n. 1, 2015.

BENDELL, J.; KLEANTHOUS, A. Deeper luxury: Quality and style when the world matters. WWF-UK, 2007.

BENEKE, J.; DE SOUSA, S.; MBUYU, M.; WICKHAM, B. The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, v. 26, n. 2, p. 171-201, 2016.

BETTLEY A.; BURNLEY S. Towards Sustainable Operations Management Integrating Sustainability Management into Operations Management Strategies and Practices. Handbook of Performability Engineering, p. 875-904, 2008.

BITTAR, A. Selling remanufactured products: Does consumer environmental consciousness matter? Journal of Cleaner Production, v. 181, n. 1, p. 527-536, 2018.

BLANK, S.; DORF, B. The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company, K & S Ranch, 2012.

BOSZCZOWSKI, A. K.; TEIXEIRA, R. M. O Empreendedorismo Sustentável e o Processo Empreendedor: Em Busca de Oportunidades de Novos Negócios como Solução para Problemas Sociais e Ambientais. Revista Economia: Gestão, v. 12, n. 29, p. 141-168, 2012.

BRUNELLI, M.; COHEN, M. Definições, Diferenças e Semelhanças entre Empreendedorismo Sustentável e Ambiental: Análise do Estado da Arte da Literatura entre 1990 e 2012. In: Encontro da associação nacional de pós-graduação em administração, 36, Rio de Janeiro. Anais eletrônicos. Rio de Janeiro: ANPAD, 2012.

BRUTON, G. D.; KETCHEN, D. J.; IRELAND, D. Entrepreneurship as a Solution to Poverty. Journal of Business Venturing, v. 28, n. 6, p. 683-689, 2013.

BUERKE, A.; STRAATMANN, T.; Lin-Hi, N.; UM, K. Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, v. 11, n. 4, p. 959-991, 2016.

CHESBROUGH, H. Business Model Innovation: Opportunities and Barriers. Long Range Planning, v. 43, p. 354-363, 2010.

CLOW, K. E.; BAACK, D.; FOGLIASSO, C. Reducing perceived risk through advertising service quality cues. Journal of Professional Services Marketing, v. 16, n. 2, p. 151-162, 1998.

CREYER, E. H.; ROSS, W. T. JR. The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing, v. 14, n. 6, p. 421-432, 1997.

CVIJANOVICH, M. Sustainable luxury: oxymoron. Lecture in Luxury and Sustainability. Lausanne, July, 2011.

D’AGOSTINI, M.; TONDOLO, V.A.G.; CAMARGO, M.E.; DULLIUS, A.I.D.S.; TONDOLO, R.D.R.P.; RUSSO, S.L. Relationship between sustainable operations practices and performance: a meta-analysis. International Journal of Productivity and Performance Management, v.66, n.8, p. 1020-1042, 2017.

DAVIS, A.; OLSON, E. M. Critical competitive strategy issues every entrepreneur should consider before going into business. Business Horizons. v. 51, p. 211-221, 2008.

DAVIS, D. F.; GOLICIC, S.; MARQUARDT, A. Branding a B2B service: Does a brand differentiate a lostigics service provider? Industrial Marketing Management, v. 37, n. 2, p. 218-227, 2018.

DUNLAP, R. E.; VAN LIERE, K. D.; MERTIG, A. G.; JONES, R. E. New trends in measuring environmental attitudes: measuring endorsement of the new ecological paradigm: a revised NEP scale. Journal of Social Issues, v. 56, n.3, p. 425-442, 2000.

ECKERD, S. Experiments in purchasing and supply management research. Journal of Purchasing and Supply Management, v. 22, n. 4, p. 258–261, 2016.

EISINGERICH, A. B.; RUBERA, G. Drivers of brand commitment: a cross-national investigation. Journal of International Marketing, v. 18, n. 2, p. 64-79, 2010.

ELKINGTON, J. Cannibals with Forks. Oxford: Capstone, 1997.

FABRICIO, A. C. B.; VEIGA, C. P.; MARCHETTI, R. Z. Measuring consumer-oriented sustainability: a Brazilian perspective. International Journal of Environment and Sustainable Development, v. 16, n. 3, p. 257-278, 2017.

GRAY, B. J.; DUNCAN, S.; KIRKWOOD, J.; WALTON, S. Encouraging sustainable entrepreneurship in climate-threatened communities: a Samoan case study. Entrepreneurship; Regional Development, v. 26, n. 5/6, p. 401-430, 2014.

GRUBER, M.; MACMILLAN, I. C.; THOMPSON, J. D. Escaping the prior knowledge corridor: What shapes the number and variety of market opportunities identified before market entry of technology startups? Organization Science, v. 24, n. 1, 2013.

GRUBER, V.; SCHLEGELMILCH, B. B. How Techniques of Neutralization Legitimize Norm-and Attitude-Inconsistent Consumer Behavior. Journal of Business Ethics, v. 121, n. 1, p. 29-45. 2014.

HAIR, J.; BABIN, B.; MONEY, A.; SAMOUEL, P. Fundamentos de métodos de pesquisa em administração. Bookman Companhia Ed, 2005.

HALL, J. K.; DANEKE, G. A.; LENOX, M. J. Sustainable development and entrepreneurship: Past contributions and future directions. Journal of Business Venturing, v. 25, p. 439-448, 2010.

HAWS, K. L.; WINTERICH. K. P.; NAYLOR R. W. Seeing the world through GREEN-tinted glasses: green consumption values and responses to environmentally friendly products. Journal Consum Psychol, n. 24, v. 3, p. 336-354, 2014.

HAYES, A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis. A Regression-based approach. 2ª. ed. New York: The Guilford Press, 2018.

HAZÉE, S.; VAN VAERENBERGH, Y.; ARMIROTTO, V. Co-creating service recovery after service failure: the role of brand equity, Journal of Business Research, v. 74, p. 101-109, 2017.

HISRICH, R. D.; PETERS, M. P. Entrepreneurship. New York: McGraw Hill, 2002.

HOCKERTS, K.; WÜSTENHAGEN, R. Greening Goliaths versus emerging Davids - theorizing about the role of incumbents and new entrants in sustainable entrepreneurship. Journal of Business Venturing, v. 25, n. 5, p. 481-492, 2010.

HSU, C.L.; CHEN, M.C.; KIKUCHI, K.; MACHIDA, I. Elucidating the determinants of purchase intention toward social shopping sites: a comparative study of Taiwan and Japan. Telematics and Informatics, v. 34, n. 4, p. 326-338, 2017.

JUNG, S. J.; JIN, B. From quantity to quality: understanding slow fashion consumers for sustainability and consumer education. International journal of consumer studies, v. 40, n. 4, p. 410-421. 2016.

KAISER, F. G.; BYRKA, K.; HARTIG, T. Reviving Campbell’s paradigm for attitude research. Personality: Social Psychology Review, v. 14, n. 4, p. 351–367. 2010.

KAMALUL ARIFFIN, S.; MOHAN, T.; GOH, Y.N. Influence of consumers’ perceived risk on consumers’ online purchase intention, Journal of Research in Interactive Marketing, v. 12, n. 3, p. 309-327, 2018.

KLEANTHOUS, A. Simple the best is no longer simple. Raconteur on sustainable luxury, v. 3, 2011.

KUCKERTZ, A.; WAGNER, M. The influence of sustainability orientation on entrepreneurial intentions – investigating the role of business experience. Journal of Business Venturing, v. 25, n. 5, p. 524-539. 2010.

LANDSTRÖM, H.; HARIRCHI, G.; ÅSTRÖM, F. Entrepreneurship: Exploring the knowledge base. Research Policy, v. 41, p. 1154-1181, 2021.

LE, A.; JAIN, M.; TAM, T.; TAM, L. Attitudinal ambivalence towards green products: an empirical study in an emerging market. International Journal of Economics and Business Research, v. 18, n. 3, 2019.

LEAL, W.; PLATJE, J.; GERSTLBERGER, W.; CIEGIS, R.; KAARIA, J.; KLAVINS, M.; KLIUCININKAS, L. The role of governance in realising the transition towards sustainable societies. Journal of Cleaner Production, v. 113, n. 1, p. 755-766. 2016.

LEE, W. I.; CHENG, S. Y.; SHIH, Y. T. Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, v. 22, n. 4, p. 1-7, 2017.

LILLEY, D. Design for sustainable behavior: strategies and perceptions. Design Studies, v. 30, n. 1, p. 704-720, 2009.

MUÑOZ, P.; DIMOV, D. The Call of the Whole in Understanding the Development of Sustainable Ventures. Journal of Business Venturing, v. 30, n. 4, p. 632–654, 2015.

MEADOWS, D. H.; MEADOWS, D.; RANDERS, J.; BEHRENS, W.W. The Limits to Growth. New York: Universe Books, 1972.

NASA, Nasa Astrobiology Strategy [2015]. Disponível em: https://nai.nasa.gov/media/medialibrary/2016/04/NASA_Astrobiology_Strategy_2015_FINAL_041216.pdf. Acesso em 06 de jul. de 2019.

NEWELL, S. J.; GOLDSMITH, R. E.; BANZHAF, E. J. The effect of misleading environmental claims on consumer perceptions of advertisements. Journal of Marketing Theory and Practice, v. 6, n. 2, p. 48–60, 1998.

OSBORN, F. Our Plundered Planet. London: Faber; Faber, 1948.

PARK, J.H.; KIM, M. K. Factors influencing the low usage of smart TV services by the terminal buyers in Korea, Telematics and Informatics, v. 33, n. 4, p. 1130-1140, 2016.

POLYVIOU, M.; RUNGTUSANATHAM, M. J.; RECZEK, R. W.; KNEMEYER, A. M. Supplier non-retention post disruption: What role does anger play? Journal of Operations Management, v. 61, p. 1-14, 2018.

PROTHERO, A.; DOBSCHA, S.; FREUND, J.; KILBOURNE, W. E.; LUCHS, M. G.; OZANNE, L. K.; THOGERSEN. Opportunities for consumer research and public policy. Journal of Public Policy; Marketing, v. 30, n. 1, p. 31-38, 2011.

REYNOLDS, C. J.; PIANTADOSI, J.; BUCKEY, J. D.; WEINSTEIN, P.; BOLAND, J. Socio-economic households in Australia using environmentally extended input-output analysis. Ecological Economics, March, v. 111, p.58-64, 2015.

ROTH, S.; ROBERT, T. Consumer sustainability orientation- Development of a measurement instrument. In PROCEEDINGS OF THE 42ND EMAC CONFERENCE 2013. 2013.

RUNGTUSANATHAM, M.; WALLIN, C.; ECKERD, S. The vignette in a scenario-based role-playing experiment. Journal of Supply Chain Management, v. 47, n. 3, p. 9-16, 2011.

SCHALTEGGER, S.; WAGNER, M. Sustainable Entrepreneurship and Sustainability Innovation: Categories and Interactions. Business Strategy and the Environment, v. 20, p. 222-237, 2011.

SCHWARTZ, S. H. Are there universal aspects in the structure and contents of human values? Journal of Social Issues, v. 50, n. 4, p. 19-45, 1994.

SHEPHERD, D. A.; PATZELT, H. The new field of sustainable entrepreneurship: studying entrepreneurial action linking ‘what is to be sustained’ with ‘what is to be developed. Entrepreneurship Theory and Practice, v. 35, n. 1, p. 137-163, 2011.

SHIN, D. Beyond user experience of cloud service: implication for value sensitive approach, Telematics and Informatics, v. 32, n. 1, p. 33-44, 2015.

SINGHAPAKDI, A.; VITELL, S. J.; RALLAPALLI, K. C.; KRAFT, K. L. The perceived role of ethics and social responsibility: a scale development. Journal of Business Ethics, v. 15, n. 11, p. 1131-1140, 1996.

SMITH, R.; DEITZA, G.; ROYNE, M. B.; HANSEN, J. D.; GRÜNHAGENC, M.; WITTED, C. Cross-cultural examination of online shopping behavior: A comparison of Norway, Germany, and the United States. Journal of Business Research, v. 66, n. 3, p. 328-335, 2013.

SOUZA, J. L.; TONDOLO, V. A. G.; TONDOLO, R. R. P.; LUNARDI, G. L.; BRAMBILLA, F. R. Environmental damage – When anger can lead to supplier discontinuity. Revista de Administração de Empresas – RAE, v. 62, n.2, p. 1-15, 2022.

TARABIEHA, S. M. Z. A. The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, Green perceived risk, and green trust. Management Science Letters, v. 11, p. 451-464. 2021.

TOMAZELLI, I.; FERNANDES, A. E. Plano do governo traça metas para elevar o desenvolvimento do País até 2031. Estadão, São Paulo, 28 de outubro de 2020. Economia & Negócios. Disponível em: https://economia.estadao.com.br/noticias/geral,plano-do-governo-traca-metas-para-elevar-o-desenvolvimento-do-pais-ate-2031,70003491583. Acesso em: 05/11/2020.

TONDOLO, V.A.G.; D`AGOSTINI, M.; CAMARGO, M.E., TONDOLO, R.D.R.P.; SOUZA, J.D.L; LONGARAY, A.A. Sustainable operations practices and sustainable performance: relationships and moderators. International Journal of Productivity and Performance Management, v. 70, n. 7, p. 1865-1888, 2021a.

TONDOLO, V. A. G.; PAIVA, E. L.; TONDOLO, R. R. P.; SANTOS, J. B. Servitization as a Strategy for Remanufacturing: An Experimental Study. Brazilian Administration Review, v. 18, n. 3, p. 1-26, 2021b.

TÜRKEL, S.; UZUNOGLU, E.; KAPLAN, M. D.; VURAL, B. A. A strategic approach to CSR communication: examining the impact of brand familiarity on consumer responses. Corporate Social Responsibility and Environmental Management, v. 23, n. 4, p. 228-242, 2016.

WAGNER, R. K., in Sternberg, R.J. (Ed.), Practical Intelligence, Cambridge University Press, 2000.

WILLIAMS, T. A.; SHEPHERD, D. A. Building resilience or providing sustenance: Different paths of emergent ventures in the aftermath of the Haiti earthquake. Academy of Management Journal, v. 59, p. 2069-2102, 2016.

WU, J.H.; WU, C.W.; LEE, C.T.; LEE, H.J. Green purchase intentions: an exploratory study of the Taiwanese electric motorcycle Market. Journal of Business Research, v. 68, n. 4, p. 829-833, 2015.

WU, P.C.; YEH, G.Y.Y.; HSIAO, C.R. The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, v. 19, n. 1, p. 30-39, 2011.

YOO, B.; DONTHU, N. Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, v. 52, n. 1, p. 1-14, 2001.

YOO, B.; DONTHU, N.; LEE, S. An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, v. 28, n. 2, p. 195-211, 2000.

YORK, J. G.; VENKATARAMAN, S. The Entrepreneur–Environment Nexus: Uncertainty, Innovation, and Allocation. Journal of Business Venturing, v. 25, n. 5, p. 449–463, 2010.

ZHAO, Q.; CHEN, C. D.; WANG, J. L.; CHEN, P. C. Determinants of backers’ funding intention in crowdfunding: social exchange theory and regulatory focus. Telematics and Informatics, v. 34, n. 1, p. 370-384, 2017.

Downloads

Publicado

2023-04-05

Edição

v. 15 n. 2 (2022)

Seção

Artigos Científicos

Licença

Copyright (c) 2023 Revista Eletrônica de Estratégia & Negócios

Creative Commons License

Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Autores que publicam nesta revista concordam com os seguintes termos:

O(s) autor(es) autoriza(m) a publicação do texto na da revista;

O(s) autor(es) garantem que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);

A revista não se responsabiliza pelas opiniões, idéias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);

É reservado aos editores o direito de proceder a ajustes textuais e de adequação às normas da publicação.

Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.

Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.

Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado (Veja O Efeito do Acesso Livre) em http://opcit.eprints.org/oacitation-biblio.html