Consumo de produtos sustentáveis: indicadores que antecedem a disposição a pagar

Abstract

The theme of sustainable development has been integrated the agenda of researchers in the search for a development model that does not compromise the needs of future generations. 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. The willingness to pay (WTP) for sustainable products, as well as a strong indication of the perception of value by consumers, can be seen as an important strategic tool in the search for competitive advantages. What is intended in this study is to identify which constructs are positively related to this buying behavior and how the interactions between them are formed in the formation of consumer WTP by sustainable products. For that, the quantitative research method was used, through the survey technique, where 216 consumers were interviewed in different commercial points of the city of Pelotas/RS. As a result, it was possible to establish an instrument capable of measuring consumer WTP for sustainable products. In addition, it was confirmed that the healthy lifestyle has a positive relationship with the environmental awareness of the consumers, which in turn has a positive relationship with the WTP.