ARTIGOS INOVAÇÃO NO COMPORTAMENTO DO CONSUMIDOR: RECOMPENSA ÀS EMPRESAS SOCIOAMBIENTALMENTE RESPONSÁVEIS

This article presents a quantitative research conducted with 462 ungraduated business administration students in region of greater Sao Paulo, to assess its consumer’s perception focuses on the innovative behavior and responsibility social and environmental. We make survey in area publications and a focus group with area experts and managers. In sequence we preceded the construction a Likert scale with 28 assertions. For the data analysis we used structural equation modeling method, trying to establish a causal assessment between two constructs importance and recognition by the consumers of correct social and environment enterprises. Five items were also measured socio-demographics of participants. As a result we obtained a value of the degree of adhesion between the two constructs of 0.86, indicating that there is a strong causal relationship. Therefore, this study allowed proving the existence of perception innovation in consumer behavior, which is the reward in the decision to buy, business social and environment responsibility.