O efeito do status do consumo sustentável no engajamento e no boca a boca na categoria de consumo moderado pelo tipo de comunicação no ambiente online

Abstract

The status of sustainable consumption has emerged as a differentiation capable of generating demand for environmentally friendly products, which is why several studies have dedicated themselves to better understanding this positioning phenomenon in the context of sustainable consumption. Thus, this research sought to understand the effects of this status of sustainable consumption on engagement and, consequently, on word of mouth when moderated by the type of communication in the virtual environment (rational x emotional). To this end, three quantitative studies were developed, in which statistical techniques were applied using SPSS 23 and PROCESS 4.3 software to analyze the data obtained and achieve a greater understanding of the phenomenon studied. Among the findings of this research, the moderating effect of emotional communication on the relationship between status and engagement stands out, in addition to status with word of mouth. Furthermore, we identified that engagement acts as a mediator in the relationship between status and word of mouth. This study makes significant contributions to the literature and to marketers, offering insights into the most effective type of communication for sustainable products with high or low status appeal, as well as suggesting directions for future research.