The hiatus between attitude and intention in sustainable consumption: an approach using a necessary conditions analysis

Authors

DOI:

https://doi.org/10.24883/eagleSustainable.v14i.471

Keywords:

Sustainable Consumption, Attitude-Intention Gap, Necessary Condition Analysis (NCA), Structural Equation Modelling (PLS-SEM), Sustainable Marketing Strategies

Abstract

Objective: The objective of this study was to investigate the gap between consumers' attitudes and their intention to purchase sustainable products by analysing the necessary conditions for sustainable consumption.

Method: An analysis of necessary conditions was carried out based on latent scores from structural equation modelling based on partial least squares, PLS. The sample was obtained through a survey of potential consumers of sustainable products.

Main results: The study confirmed all the hypotheses, providing evidence of the level of need in relation to the variables of information, attitude and sustainable marketing strategies for sustainable consumption to occur.

Relevance/originality: Despite the growing number of studies on sustainability, there is still a need to understand the gap in the consumption of sustainable products. This study is a pioneer in establishing levels of need for the predictors that should predict the relationship between attitude, intention and behaviour.

Theoretical/methodological contributions: This study advances existing knowledge on the gap between attitude and intention in the consumption of sustainable products through the necessary conditions of antecedents of sustainable consumption, adding as a perspective the levels of occurrence of predictor variables.

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Author Biographies

Flávio Santino Bizarrias , Escola Superior de Propaganda e Marketing (ESPM), São Paulo

Professor and Researcher at the School of Advertising and Marketing (ESPM-SP), Brazil. Previously, I served as a Professor and Researcher in the Postgraduate Program in Project Management (PPGP) at Universidade Nove de Julho (UNINOVE), stricto sensu, and as a faculty member in higher education at the same institution. I continue to work as a business consultant, applying scientific knowledge to address organizational challenges.

Jussara da Sila Teixeira Cucato , Escola Superior de Propaganda e Marketing (ESPM), São Paulo

PhD student in Business Administration at Escola Superior de Propaganda e Marketing - ESPM. Master in Business Administration from the Postgraduate Program in Business Administration at Universidade Nove de Julho - UNINOVE, with emphasis on Marketing, and training at the Institut d'administration des Entreprises de Grenoble, IAE GRENOBLE, France. Bachelor of Business Administration from the same IES. He graduated in Teaching in Administration from FEA/USP. He studies consumer behavior, marketing strategies, digital marketing, international marketing and service marketing.

Marlette Cassia Oliveira Ferreira , Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo

PhD in Business Administration from Universidade Nove de Julho (UNINOVE). Interdisciplinary Master in Administration, Communication and Education. Bachelor of Social Communication Qualification in Publicity and Propaganda; Bachelor in General Administration; Degree in Pedagogy. Today she is a professor at the Federal Institute of Education, Science and Technology of São Paulo - Caraguatatuba. He has experience in the area of ​​Administration, with an emphasis on Administration and Marketing, working mainly on the following topics: marketing, crowding, tourism, retail.

Jussara Goulart da Silva , Universidade Federal de Uberlândia -UFU, Minas Gerais

PhD in Business Administration from Universidade Nove de Julho (UNINOVE). He holds a Bachelor's degree in General Business Administration from the Educational Institute of Assis (IEDA), a Specialist in Marketing Management from the Eurípides Soares da Rocha Foundation (UNIVEM) and a Master's in Administration from the Federal University of Paraná (UFPR). She is currently coordinator and professor at the Federal University of Uberlândia (UFU) in the Administration course at the Faculty of Administration.

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Published

2024-09-25

How to Cite

Bizarrias , F. S., Cucato , J. da S. T., Ferreira , M. C. O., & Goulart da Silva , J. (2024). The hiatus between attitude and intention in sustainable consumption: an approach using a necessary conditions analysis . Journal of Sustainable Competitive Intelligence, 14, e0471. https://doi.org/10.24883/eagleSustainable.v14i.471

Issue

Vol. 14 (2024): Janeiro-Dezembro

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