Sustentabilidade centrada no cliente em plataformas peer-to-peer
DOI:
https://doi.org/10.12712/rpca.v.193.68395Abstract
Este estudo investiga como os benefícios econômicos, sociais e ambientais percebidos influenciam as atitudes e intenções comportamentais de consumidores em plataformas Peer-to-Peer (P2P) em São Paulo, Brasil. Com abordagem quantitativa e 499 respondentes, os dados foram analisados por meio da modelagem de equações estruturais PLS-SEM. Os resultados mostram que os benefícios econômicos impactam fortemente as atitudes, que por sua vez influenciam a intenção de uso. O estudo contribui ao integrar sustentabilidade centrada no consumidor e oferece insights sobre como essas plataformas podem promover o desenvolvimento urbano sustentável em economias emergentes.
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