ANALYSIS OF CONSUMERS' WILLINGNESS TO ADOPT SUSTAINABLE PRACTICES WHEN CHANGING AUTOMOTIVE LUBRICATING OILS

• Published in: Mix sustentável Vol. 10; no. 3
• Main Authors: Katia Cristina Bergamini Titao, Elaine Cristina Dantas Peixoto Mecês, Carina Langaro, Jerry Adriani Johann, Geysler Rogis Flor Bertolini
• Format: Journal Article
• Language: English
• Published: Universidade Federal de Santa Catarina (UFSC) 01-08-2024
• Subjects: Automotive services; Consumer behavior; Environmental awareness; Oil change; Sustainability
• EISSN: 2447-0899

The aim of this research was to verify consumers' willingness to pay more for a sustainable lube oil change service and the practical considerations involved in choosing the place to carry out the change. The methodology used was descriptive research with a quantitative approach and the data was collected using questionnaires applied to 162 participants in Catanduvas/PR which contained questions about motivation, consumption habits, evaluation of competition and acceptance of sustainable practices. The data was analyzed using statistical tests to validate the hypotheses formulated. The results presented an analysis of the factors influencing the adoption of a sustainable oil change service, using data from four blocks to understand consumer attitudes and preferences. The results highlighted awareness of the need for regular oil changes and the complexity involved in consumer choice. Competitor analysis highlighted the influence of reliability, service and recommendations. The concept test confirmed consumers' willingness to pay more for a sustainable service, highlighting their reluctance to change oil in inappropriate places. The findings demonstrate the feasibility of implementing sustainable actions, positively impacting the economy, technology, safety and the environment, in line with awareness and sustainability trends.