Segmentação baseada no equilíbrio de vida pessoal e espiritual durante a covid-19, e suas relações com materialismo, frugalidade, bem-estar e emoções positivas

Jussara Cucato; Flávio Santino Bizarrias; Jussara Goulart Silva; Marlette Cássia de Oliveira Ferreira

doi:10.24883/IberoamericanIC.v12i.2022.e0417

Autores

Jussara Cucato Escola Superior de Propaganda e Marketing - ESPM https://orcid.org/0000-0002-2805-5789
Flávio Santino Bizarrias Universidade Nove de Julho - UNINOVE, São Paulo https://orcid.org/0000-0001-5574-7820
Jussara Goulart Silva Universidade Federal de Uberlândia -UFU, Minas Gerais https://orcid.org/0000-0003-1499-4811
Marlette Cássia de Oliveira Ferreira Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo https://orcid.org/0000-0002-9506-9785

DOI:

https://doi.org/10.24883/IberoamericanIC.v12i.2022.e0417

Palavras-chave:

Covid-19, Emoções positivas, Bem-estar, Materialismo, Espiritualidade

Resumo

Objetivo: o objetivo deste estudo é analisar as relações entre consumo material, ou frugal e a congruência entre vida pessoal e espiritual, mediado pela busca de bem-estar, gerando uma proposta de segmentação.

Metodologia/abordagem: Modelagem de Equações Estruturaise testes de regressão foram usados para análise de mediação e moderação, complementados pela Análise de Classe Latente para segmentação de amostras.

Originalidade/Relevância: O estudo investiga de forma pioneira as relações de consumo material, frugal e de bem-estar, bem como o papel indireto das emoções positivas com a congruência entre a vida pessoal e espiritual, para propor uma segmentação dos consumidores em uma situação de crise. Principais conclusões: Os resultados indicaram que o bem-estar e as emoções positivas permitem uma mediação moderada, permitindo aos consumidores conciliar objetivos frugal e material com uma vida equilibrada, individual e espiritualmente. A segmentação proposta identificou três grupos distintos com base na congruência entre vida prática e espiritual.

Contribuições teóricas/metodológicas: O estudo avança a compreensão de perfis heterogêneos de consumidores em situações de crise, propondo aos profissionais e formuladores de políticas conhecer melhor o perfil dos consumidores em uma crise de saúde. Metodologicamente, o estudo combina modelagem de equações estruturais, análise de mediação e moderação e análise de classe latente para atingir o objetivo do estudo.

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