Impacto do valor de uso, da sustentabilidade e do ambiente construído,na disposição a pagar por edificações residenciais sustentáveis

Abstract

The increase in population in urban centers is causing more and more problems for the environment: reduction of green areas, air and water pollution, climate change. This increase brings a greater need for residential property, stimulating the construction industry and making companies in the sector more competitive. It is therefore essential for the construction industry to become more sustainable by minimizing its impact on the environment, as well as to better understand the consumer's relationship with sustainability concepts so that companies can target their investments assertively and win customers. This research investigates the relationship between the dimensions of sustainability and the built environment with the dimensions of sustainable building consumer behavior: willingness to pay, purchase intention, use value and word of mouth. The research is quantitative-descriptive in nature using a survey, applied to multi-family buildings in a city in the Serra Gaucha region (105 apartments), resulting in 51 valid data points out of the 55 obtained. The Structural Equation Modeling (SEM) technique was used to analyze the data, method Partial Last Square using PLS-SEM software as a tool. The results obtained from the statistical analysis of the data collected showed that 4 of the 7 hypotheses formulated were confirmed. The Built Environment has use value in consumer perception, unlike Sustainability. Sustainability is a construct that has an impact on Willingness to Pay, unlike the Built Environment. Some indirect effects were noted, but it can be said that the low level of knowledge on the subject of sustainability negatively affects Willingness to Pay and Purchase Intention for sustainable properties. As far as theory is concerned, the study serves as a start and an indication for future research in an area that is still little explored in Brazil. From a managerial point of view, the research insights serve as a basis for construction companies to direct new strategies in the search for greater consumer engagement with the issue of sustainability. This greater engagement will consequently lead to greater word of mouth, purchase intent and a willingness to pay more for sustainable properties, ensuring greater profitability. [resumo fornecido pelo autor]