Fatores que influenciam a disposição a pagar e a intenção de compra do consumidor de edificações sustentáveis na Serra Gaúcha

Abstract

This dissertation investigates the role of sustainable buildings in mitigating the negative environmental impact of the construction industry. Recognizing the growing global emphasis on environmental awareness and sustainability in construction, the study delves into the factors influencing consumers' decisions when purchasing sustainable buildings in the Serra Gaúcha region. The research employs a quantitative approach, utilizing surveys and multivariate statistical analysis, including Structural Equation Modeling, to examine the relationships between various constructs. The findings of the study underscore the positive impact of sustainability characteristics and environmental awareness on consumers' willingness to pay for sustainable features. Additionally, it reveals that environmental awareness affects both value for money and purchase attitude, while purchase attitude itself significantly influences purchase intention. Interestingly, the study reveals a negative impact of environmental awareness on purchase attitude, indicating a complex interplay between these variables. Moreover, the research highlights the mediating role of purchase attitude in the relationship between environmental awareness and purchase intention. It also identifies that consumer income and generation play a moderating role, affecting the relationships between value for money, purchase intention, and purchase attitude. A significant contribution of the research is its identification of consumer acceptance and demand for sustainable buildings, with consumers expressing a willingness to pay a premium of 6% to 15%. This willingness to pay surpasses the estimated premium cost of sustainable constructions, suggesting a favorable environment for investment in sustainable properties and unveiling untapped market opportunities. Ultimately, the study advances theoretical concepts in the field, while offering insights that can enhance profitability, return on investment, and competitiveness in the real estate sector, aligning it with the globally imperative trend of sustainability. [resumo fornecido pelo autor]