Proposal of a measurement scale for innovation in commerce oriented toward sustainability
DOI:
https://doi.org/10.18046/j.estger.2023.169.6175Keywords:
SOCI, innovation, sustainability, scale development, retailingAbstract
This study aimed to propose a scale for assessing the concept of innovation in commerce oriented toward sustainability focusing on consumer perspectives. To achieve this objective, an exploratory-descriptive quantitative research was conducted on a sample of 510 customers of general food retail stores. Based on a principal component analysis, a multidimensional measure emerges, comprising six factors: three referring to innovation and three linked to sustainability, affirming the validity of the concept. This highlights the significance of selecting the appropriate elements of innovation and sustainability that retailers should collectively consider to achieve the multiplicative effects suggested by this concept.
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