Financial Perceptions of Sustainable Innovation: Linking Management Decisions to Consumer Purchase Intention

This paper addresses the critical challenge of accelerating the adoption of sustainable innovations by examining the interdependence between managerial credibility and consumer pragmatism. The aim of the study was to investigate how perceived trust in management influences purchase intention, specifically analysing both the mediating role of financial perceptions and the moderating effect of digital literacy. The study had a quantitative approach, with data being collected from 408 Romanian respondents. The statistical analysis was performed using JASP software (version 0.96.0.0), applying both multiple and simple linear regression as well as a mediation analysis (SEM). The results indicate that both perceived trust in management and the perception of innovation as an investment directly stimulate purchase intention such that that credible management can convince consumers of the financial benefits. However, even though digital literacy plays a fundamental role in consumers’ lives, it does not affect the relationship between managers’ credibility and the willingness to buy sustainable products. The paper concludes that for sustainable innovations to be financially successful, organisations must move beyond the green labelling and focus on building genuine strategic credibility. Therefore, these findings offer valuable insights for both managers and policymakers in their efforts to support the transition to a more sustainable market.