Value perception in the consumption of convergent technology products with green attributes

Santos, Agenilson Jonantan Corrêa dos; Costa, Everaldo Marcelo Souza da; Arruda Filho, Emílio José Montero

doi:10.1590/0104-530X3645

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Original Article • Gest. Prod. 25 (4) • Oct-Dec 2018 • https://doi.org/10.1590/0104-530X3645 copy

Value perception in the consumption of convergent technology products with green attributes

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Due to the growing concerns about environmental issues, quality of life and well-being, consumers are considering the importance of obtaining eco-friendly products or devices with green functionality features. This scenario led to the investigation of the influence of green features on the intention to purchase of convergent products, with hedonic and utilitarian bases. We developed a quantitative experimental research, with application of online questionnaires at a University in the State of Pará, aiming to study the smartphones and their different usability. The results indicate increased intention of purchase of devices with “green” features on both a hedonic and a utilitarian basis. However, the addition of “green” features was more significant in the hedonic base, suggesting a utilitarian justification, reducing the guilty feeling inherent to the acquisition of hedonic products.

Keywords:
Consumer behavior; Hedonism; Utilitarianism; Technology convergence; Green integration

Gender	Frequency	%
Male	108	49.54
Female	110	50.56
TOTAL	218	100.0

Age	Frequency	%
Up to 21 years	108	49.54
22-27 years	82	37.61
28-35 years	27	12.39
36-45 years	1	0.46
TOTAL	218	100.0

	Purchase	Interest	Fun	Pleasure	Happiness	Usefulness	Importance	Necessity
Purchase	1
Interest	.747 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Fun	.555 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.553 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Pleasure	.548 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.567 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.703 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Happiness	.595 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.589 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.625 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.710 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Usefulness	.537 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.587 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.394 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.465 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.528 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Importance	.404 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.477 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.288 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.378 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.530 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.750 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Necessity	.378 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.461 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.268 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.373 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.464 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.734 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.821 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1

Variables	Mean	Alpha	Construct
Purchase	5.94	0.855	Purchase Intention
Interest	5.87	0.855	Purchase Intention
Necessity	5.28	0.908	Utilitarian Value
Useful	5.68
Importance	5.32
Fun	5.48	0.864	Hedonic Value
Pleasure	5.36
Happiness	5.12

Variable	Variables	Nonstandardized Coefficients		Standardized Coefficients	t	Sig.
Dependent	Independent	B	Std. Error	Beta	t	Sig.
Purchase Intention	(Constant)	1.511	0.295		5.127	0.000
	Hedonic Value	0.559	0.055	0.548	10.115	0.000
	Utilitarian Value	0.262	0.052	0.274	5.046	0.000

R	R²	R² Adjusted	Std. Error of the Estimate	Durbin-Watson
0.725	0.525	0.521	0.91471	1.809

Dependent	Independent	Collinearity Tests
Variable	Variables	Tolerance	VIF
Purchase intention	Hedonic Value	0.751	1.331
Purchase intention	Utilitarian Value	0.751	1.331

Base	Integration	Average	f
Utilitarian	Nongreen	5.6667	54
	Green	6.3019	53
	Total	5.9813	107
Hedonic	Nongreen	5.375	52
	Green	6.2288	59
	Total	5.8288	111
Total	Nongreen	5.5236	106
	Green	6.2634	112
	Total	5.9037	218

Universidade Federal de São Carlos Departamento de Engenharia de Produção , Caixa Postal 676 , 13.565-905 São Carlos SP Brazil, Tel.: +55 16 3351 8471 - São Carlos - SP - Brazil
E-mail: gp@dep.ufscar.br

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[1] Source: Author (2013).

	Purchase	Interest	Fun	Pleasure	Happiness	Usefulness	Importance	Necessity
Purchase	1
Interest	.747 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Fun	.555 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.553 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Pleasure	.548 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.567 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.703 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Happiness	.595 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.589 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.625 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.710 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Usefulness	.537 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.587 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.394 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.465 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.528 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Importance	.404 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.477 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.288 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.378 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.530 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.750 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1
Necessity	.378 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.461 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.268 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.373 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.464 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.734 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	.821 ^ Correlation is significant at the 0.01 level (1-tailed). Source: Author (2013).	1