A RSE e a disposição dos consumidores para pagar

Name: A RSE e a disposição dos consumidores para pagar
Brand: Edicoes Nosso Conhecimento
SKU: 9786209880094
Price: 7920.0 INR
Availability: InStock

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ISBN13: 9786209880094
Binding: Paperback
Subject: N/A
Publisher: Edicoes Nosso Conhecimento
Publisher Imprint: Edicoes Nosso Conhecimento
Publication Date: March 24, 2026
Pages: 152
Original Price: USD 88.0
Language: Portuguese
Edition: N/A
Item Weight: 214 grams
BISAC Subject(s): Production & Operations Management

About The Book

O objetivo do estudo foi investigar uma poss�vel rela��o entre a RSE e a disposi��o a pagar (WTP) dos consumidores atrav�s de um m�todo de investiga��o compat�vel com incentivos. Foram realizados v�rios leil�es de Vickrey com uma amostra total de 122 estudantes. O objeto de investiga��o foi uma pen USB de uma marca fict�cia, enquanto a dimens�o da RSE foi manipulada atrav�s de um artigo de jornal fict�cio. A an�lise dos dados revelou que existe uma rela��o positiva entre a �tica de uma empresa e a WTP dos consumidores. Neste sentido, verificou-se tamb�m que a redu��o m�dia de pre�o no caso de informa��o negativa sobre RSE � - em compara��o com o grupo de controlo que n�o recebeu qualquer informa��o sobre a RSE de uma empresa - muito superior ao aumento de pre�o que os consumidores estariam dispostos a pagar no caso de uma RSE elevada. Al�m disso, a atitude em rela��o � marca medeia parcialmente a rela��o entre a RSE e a WTP, e vari�veis como o apoio ao dom�nio da RSE - que descreve a favorabilidade dos indiv�duos em rela��o �s quest�es espec�ficas que uma empresa aborda com as suas atividades de RSE - ou a import�ncia que uma pessoa atribui � RSE como crit�rio de compra, moderam parcialmente esta rela��o.

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