Ética corporativa e preço justo percebido, o binômio estratégico para o consumo responsável
DOI:
https://doi.org/10.18046/j.estger.2021.160.4098Palavras-chave:
responsabilidade corporativa ética, preço justo, consumidoresResumo
A responsabilidade corporativa ética eleva a percepção de justiça nos preços dos produtos adquiridos. O objetivo deste artigo foi confirmar essa premissa como um preditor da intenção de recompra socialmente responsável. Analisaram-se as percepções de 153 consumidores com poder aquisitivo restrito, que declararam adquirir produtos de empresas com responsabilidade ética. O efeito do preço justo percebido foi demonstrado em mediação completa para explicar as intenções de recompra socialmente responsáveis.
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