Sustainable entrepreneurship

: does a sustainable value proposition increase consumers’ acceptance of a new service?

Abstract

The main purpose of this study is to verify whether the communication of sustainable attributes for a new service increases the likelihood of adoption and consumers’ service evaluation. The hypotheses formulated were tested by means of a survey where participants evaluated the service based on different messages (sustainable vs. functional attributes). The results showed no significant difference in the type of information displayed on the likelihood of adoption or the evaluation of the service. The fact of including sustainable attributes in the value proposition did not increase individuals’ preferences towards the service. I discuss these findings and propose directions for future research.

Date of Award	8 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Isabel de Sousa Costa (Supervisor)