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Comportamento dos consumidores durante a pandemia de COVID-19: análise de classes latentes sobre atitudes de enfrentamento e hábitos de compra

Author

Listed:
  • Marcelo Luiz Dias da Silva Gabriel
  • Sérgio Luiz do Amaral Moretti
  • Rejane Alexandrina Domingues Pereira do Prado
  • André Francisco Alcântara Fagundes

Abstract

A COVID-19 transformou a realidade mundial impondo restricoes as formas de viver, trabalhar e consumir. Poucos estudos anteriores a junho de 2020 abordaram seus impactos no comportamento dos consumidores. Esta pesquisa objetivou verificar a existencia de grupos heterogeneos nas atitudes frente a pandemia e seu efeito no comportamento de compra. A abordagem foi quantitativa, utilizando escalas testadas nos contextos da SARS e H1N1, adaptadas e validadas para o contexto brasileiro. Aplicou-se a Modelagem de Equacoes Estruturais. Foram identificados tres segmentos: ‘Céticos’ (36,7%), ‘Preocupados’ (50,1%) e ‘Indiferentes’ (13,22%). Os resultados apontam para uma diferenciacao dos consumidores pelas atitudes em situacoes de risco percebido, papel das crencas e a consequente mudanca no comportamento de compra, com implicacoes para o gerenciamento da saúde pública e empresarial

Suggested Citation

  • Marcelo Luiz Dias da Silva Gabriel & Sérgio Luiz do Amaral Moretti & Rejane Alexandrina Domingues Pereira do Prado & André Francisco Alcântara Fagundes, 2021. "Comportamento dos consumidores durante a pandemia de COVID-19: análise de classes latentes sobre atitudes de enfrentamento e hábitos de compra," Estudios Gerenciales, Universidad Icesi, vol. 37(159), pages 303-317, June.
    • Handle: RePEc:col:000129:019334
    DOI: 10.18046/j.estger.2021.159.4433
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    More about this item

    Keywords

    COVID-19; atitudes de enfrentamento; mudança de hábitos de compra; análise de classes latentes; comportamento do consumidor;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design

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