A influência da comunicação de ações sustentáveis corporativas na intenção de compra e o efeito moderador do tipo de consumidor

Abstract

The recent changes in the business environment have led marketing researchers to pay particular attention to sustainability as an interesting research topic. Despite progress in the study of sustainability, there is a lack of research on under the bias of marketing. In this context, the objective of this research was to analyze: i) the relationship between the dimensions (Economic, Social and Environmental) of a corporate strategy based on the Triple Bottom Line (TBL) and consumer Purchase Intention (PI) after exposure two different stimuli communication (sustainable actions/unsustainable actions); ii) the moderating effect Consumer Type (Green/Not Green) in this relationship. We conducted an online survey with 1,703 individuals. Through Structural Equation Modeling and ANOVA tests it was shown there is a relationship between the Economic and Environmental dimensions of the TBL strategy and PI as well as the moderating effect of consumer type. This research generates subsidies for incorporating sustainability into strategic corporate decisions, specifically those related to actions communication based on the TBL.