Percorrer por autor "Amaro, Pedro Pires"
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- Do consumers intend to buy more co-created green products than traditionally developed green products?Publication . Amaro, Pedro Pires; Costa, Cláudia Isabel de SousaThe globe is currently facing a number of environmental issues that require the rapid development of ecological technologies. Green product purchases continue to fall short of market forecasts. One of the causes of this behavior is a lack of trust in corporate environmental claims. According to the literature, co-creation is a strategy for increasing consumers' trust and, as a result, their buying intentions. Additionally, firms that foster co-creation are perceived as being more customer-centric, which should lead to more favorable attitudes toward consumption. According to two studies conducted on this research, co-creation of green products increases consumer trust. Literature also states that the relevance of political orientation as a moderator between the type of development (co-creation vs professionals only) and consumer trust is considered significant. Liberal consumers (with low-power distance) tend to trust more in co-created products, whereas conservative consumers (with a high-power distance) are more likely to trust products generated solely by experts. Despite the above, the effects of co-creation on the green economy have yet to receive much attention. Therefore, the main goal of this dissertation is to help executives better understand how co-creation can contribute to increasing consumer trust. Hence, companies should more commonly use co-creation in the development of green products in order to generate trust and additional sales. There are also limitations and suggestions for future research.