Determinants of Willingness To Pay for sustainable products: a study using Healthy Lifestyle and Environmental Awareness

Victor Henrique Medronha da Silva; Robson Andreazza; Everton Anger Cavalheiro; Marcela Afonso; Aacute; zlan Lakus Pretto

Article Details

Determinants of Willingness To Pay for sustainable products: a study using Healthy Lifestyle and Environmental Awareness

Authors:

Victor Henrique Medronha da Silva | Robson Andreazza | Everton Anger Cavalheiro | Marcela Afonso | Aacute | zlan Lakus Pretto

Publisher:

AENSI (American-Eurasian Network for Scientific Information)

Journal:

Australian Journal of Basic and Applied Sciences Vol.14 Issue 3, pp.28-34

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001858061

pISSN:

1991-8178

Abstract:

 Consumer buying behavior, in addition to the factors that precede it, has been highlighted as a key element for the adoption of more sustainable production processes. Willingness To Pay (WTP) for sustainable products, as well as a strong indication of consumers' perception of value, can be seen as an important strategic tool in search for competitive advantages. This way the main of this research sought to identify which constructs related to this buying behavior and how the interactions between them relates in the formation of consumer's WTP for sustainable products. For that, the quantitative research method was used, through the survey technique, where 216 consumers were interviewed in different commercial locations in Brazil. Also, with the intuition to test the instrument, a pre-test was carried out with 12 master degree students, with research areas adhering to the area of this research. Using the chosen methodological procedure, it was started by the preliminary treatment of the data, checking the existence of outliers through the Hadi test. As a result, 3 multivariate outliers observations were found, which was disregard in this research. After analyzing the data, it was possible to identify the constructs recognized as predictors of Willingness To Pay for products with sustainable attributes . In the end, as a result, it was possible to confirm that a healthy lifestyle is correlated with consumer's Environmental Awareness and Environmental Awareness is correlated with WTP. It was also verified that these connections have a moderating effect on variables such as income and schooling. [.

Article Details

Determinants of Willingness To Pay for sustainable products: a study using Healthy Lifestyle and Environmental Awareness

Authors: Victor Henrique Medronha da Silva | Robson Andreazza | Everton Anger Cavalheiro | Marcela Afonso | Aacute | zlan Lakus Pretto

Publisher: AENSI (American-Eurasian Network for Scientific Information)

Journal: Australian Journal of Basic and Applied Sciences Vol.14 Issue 3, pp.28-34

Document Type: Article

Publication Date: 1/2020

Document Language: English

Document ID (Org No.): 2001858061

pISSN: 1991-8178

Issues

Authors:

Victor Henrique Medronha da Silva | Robson Andreazza | Everton Anger Cavalheiro | Marcela Afonso | Aacute | zlan Lakus Pretto

Publisher:

AENSI (American-Eurasian Network for Scientific Information)

Journal:

Australian Journal of Basic and Applied Sciences Vol.14 Issue 3, pp.28-34

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001858061

pISSN:

1991-8178