Inovação e/ou sustentabilidade

: estudo experimental sobre os efeitos no comportamento do consumidor

Abstract

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.

Date of Award	26 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Paulo Moreira (Supervisor)