ATITUDES EM RELAÇÃO AO MATERIALISMO E A FELICIDADE DO CONSUMIDOR / ATTITUDES TOWARDS MATERIALISM AND CONSUMER HAPPINESS
Abstract
O desenvolvimento económico, a globalização e a busca da felicidade por parte do consumidor, têm sido apontados como os principais fatores associados ao consumo excessivo. Contraditório com o estilo de vista consumista que caracteriza as sociedades ocidentais contemporâneas, alguns consumidores estabelecem uma forma diferente de estar, recorrendo ao anticonsumo. Esta forma alternativa de encarar o mercado requer melhor compreensão, devido ao seu impacto nas políticas de marketing. O objetivo deste estudo consiste em discutir conceptualmente a relação entre o consumo e o anticonsumo e a sua influência no bem-estar e na felicidade do consumidor. Em segundo lugar, pretende-se desenvolver um modelo conceptual que explique a relação entre os conceitos de consumo, anticonsumo, materialismo e felicidade do consumidor. Tendo em vista os objetivos delineados, realiza-se uma revisão narrativa da literatura sobre anticonsumo e consumismo, com base na qual se constrói o modelo conceptual proposto. O modelo proposto adota a perspetiva hedónica ao considerar a felicidade como a avaliação subjetiva do bem-estar. Supõem-se que o consumo e o anticonsumo, quando moderados, podem contribuir para a felicidade do consumidor. Em oposição assume-se que formas extremas de consumismo e de anticonsumo apresentam efeitos negativos na avaliação subjetiva do bem-estar e felicidade pelo consumidor.
Economic development, globalization and the consumer's pursuit of happiness have been identified as the main factors associated with excessive consumption. Contradictory to the consumerist style of life that characterizes contemporary Western societies, some consumers establish a different way of life, resorting to anti-consumption. This alternative way of looking at the market requires better understanding, due to its impact on marketing policies. The aim of this study is to conceptually discuss the relationship between consumption and anti-consumption and their influence on consumer well-being and happiness. Second, we intend to develop a conceptual model that explains the relationship between the constructs of consumption, anti-consumption, materialism, and consumer happiness. In view of the objectives outlined, a narrative review of the literature on anti-consumption and consumerism is carried out, based on which the proposed conceptual model is constructed. The proposed model adopts the hedonic perspective by considering happiness as the subjective evaluation of well-being. It is assumed that consumption and anti-consumption, when moderated, can contribute to consumer happiness. In contrast, it is assumed that extreme forms of consumerism and anti-consumption have negative effects on the subjective evaluation of well-being and happiness by the consumer.
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DOI: http://dx.doi.org/10.46827/ejmms.v8i3.1559
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