UNDERSTANDING PROFILES OF PREFERENCE FOR SUSTAINABLE PRODUCTS: THE CONDITIONAL INFLUENCE OF SKEPTICISM FROM SOCIAL CAPITAL

Abstract

Purpose - The aim of this study is to determine the indirect conditional role of skepticism for the relationship between Social Capital, and its variations, and the intention to purchase sustainable products. Methodology/approach - The study is of a quantitative nature, with data collection through a survey, which based on the fit of the data to the proposed model, 199 valid questionnaires were analyzed by means of regression, mediation and latent class analysis processes. Findings - The study suggests that the intention to buy sustainable products is affected by the power of contact networks, and due to consumer skepticism, in general, but not specifically for variations in the profile regarding social capital. Theoretical / methodological contributions - This study advances the understanding of the influence of Social Capital on sustainable consumer behaviors by proposing Skepticism as an intervening construct in these responses and presents profiles of consumers according to their social capital, exploring responses of sustainable consumption. This effect is more prominent in consumers with a low level of social capital. Relevance / originality - The study innovates by combining the direct and conditional influence, of social capital and skepticism, respectively, with different consumer profiles.