A INFLUÊNCIA DA INOVAÇÃO SUSTENTÁVEL E DO LUXO SOBRE A DISPOSIÇÃO A PAGAR E A INTENÇÃO DE COMPRA DO CONSUMIDOR

ABSTRACT

In front of a scenario of growing concerns related to environmental issues, product sustainable innovations play an important role in reducing environmental impacts caused by consumption. However, the success of these innovations depends on its adoption by consumers. Therefore, the purpose of this article is to verify the influence of sustainable innovation and luxury on consumer willingness to pay and purchase intent. In this sense, a causal research, to verify cause-and-effect relationships between variables, in two studies.The first study conducted was a one-factor between-subjects experiment, where the independent variable (environmental sustainability) was manipulated. First study results showed that information on environmental sustainability did not influence consumer purchase intent and willingness to pay significantly. In the second study, in addiction to sustainability, it was also manipulated the presence of luxury. In the second study, beyond sustainability, was manipulated the presence also of the luxury. The results of the second study demonstrated that the Association of sustainability the luxury doesn't make your significant effect, because the effect of the interaction between the two independent variables (sustainability and luxury), as well as the main effect of sustainability, on the willingness to pay and consumer purchase intent was not significant. Luxury, in turn, had a negative effect on purchase intent, but a positive effect on willingness to pay.

Keywords:
Sustainable innovation; Willingness to Pay; Purchaseintent