PURCHASE INTENTION OF PRODUCTS WITH RECYCLED COMPONENTS

A CROSS-COUNTRY STUDY EXPERIMENT

Authors

  • 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

Keywords:

sustainable orientation, brand equity, purchase intention, sustainable entrepreneurship, experiment

Abstract

The preservation of exhaustible resources can be accomplished through the offer of sustainable products or services. In this sense, it is noticed the need to deepen studies about the purchase intention of products produced with recycled components, supplied by sustainable entrepreneurs. The objective of this research is to verify the moderating effect of sustainable orientation and brand equity on the effect of the time of the enterprise on the purchase intention. A cross-country study was carried out, from a scenario-based field experiment, with Brazilian and Uruguayan consumers, using the multiple regression analysis technique. The results showed differences between consumers in both countries.

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Published

2023-04-05

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Vol. 15 No. 2 (2022)

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