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Abstract(s)
Assistimos na nossa sociedade a uma consciencialização relativamente à sustentabilidade
ambiental por parte dos consumidores, traduzindo-se numa mudança no comportamento
de compra dos consumidores no sentido de procurarem ter padrões de consumo mais
sustentáveis.
Também a inovação tem despertado interesse pelos consumidores, o que gera uma
procura maior por parte das empresas em inovarem, seja em inovar o seu processo de
produção, criar novos produtos, ou inovar os que já existem. A inovação e
sustentabilidade permitem às empresas ter uma vantagem competitiva face à sua
concorrência, permitindo um posicionamento estratégico no mercado tão concorrido e
saturado da atualidade.
Este estudo pretende testar em que grau os consumidores estão sensíveis às dimensões de
inovação e sustentabilidade. Os resultados com dois produtos (Combustível em Pastilha
e o Aspirador Robot) indicam que os consumidores têm maior intenção de compra,
disponibilidade para pagar e para recomendar produtos que são inovadores e/ou
sustentáveis comparativamente com produtos que não são inovadores e/ou sustentáveis.
Por outro lado, os resultados indicam que não existem diferenças consistentes entre os
produtos inovadores e/ou sustentáveis.
We observe in our society a consumers’ awareness of environmental sustainability, that is changing the consumers’ purchasing behavior towards more sustainable consumption patterns. Innovation has also raised consumers’ interest leading to an increase demand for companies to innovate, in innovating their production process, creating new products, or innovating existing ones. Innovation and sustainability allow companies to have a competitive advantage over their competitors, enabling a strategic positioning in today's crowded and saturated market. This study aims to test in what extent consumers are sensitive to the dimensions of innovation and sustainability. The results with two products (Fuel Pellets and the Robot Vacuum Cleaner) indicate that consumers have higher purchase intention, willingness to pay, and willingness to recommend products that are innovative and/or sustainable compared to products that are not innovative and/or sustainable. On the other hand, the results indicate that there are no consistent differences between the innovative and/or sustainable products.
We observe in our society a consumers’ awareness of environmental sustainability, that is changing the consumers’ purchasing behavior towards more sustainable consumption patterns. Innovation has also raised consumers’ interest leading to an increase demand for companies to innovate, in innovating their production process, creating new products, or innovating existing ones. Innovation and sustainability allow companies to have a competitive advantage over their competitors, enabling a strategic positioning in today's crowded and saturated market. This study aims to test in what extent consumers are sensitive to the dimensions of innovation and sustainability. The results with two products (Fuel Pellets and the Robot Vacuum Cleaner) indicate that consumers have higher purchase intention, willingness to pay, and willingness to recommend products that are innovative and/or sustainable compared to products that are not innovative and/or sustainable. On the other hand, the results indicate that there are no consistent differences between the innovative and/or sustainable products.
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Keywords
Inovação Produtos inovadores Produtos sustentáveis Comportamento de compra Vantagem competitiva Mercado Innovation Innovative products Sustainable products Purchasing behavior Competitive advantage Market