Consumo politizado e comportamento do consumidor: os efeitos do boicote e buycott
DOI:
https://doi.org/10.34630/tth.v6i1.7306Palavras-chave:
Consumo Politizado, Boicote, Buycott, Comportamento do Consumidor, Lealdade à marca, Intenção de compraResumo
Num contexto marcado pela crescente consciencialização social e pela democratização do acesso à informação, o comportamento do consumidor tem vindo a incorporar, de forma progressiva, valores éticos, sociais e políticos nos processos de decisão de compra. Neste artigo, analisa-se o impacto do consumo politizado, por meio de boicotes e buycotts na intenção de compra e na lealdade à marca, com base numa revisão crítica da literatura. O estudo conclui que os boicotes tendem a repercutir efeitos negativos na relação consumidor-marca, enquanto os buycotts desenvolvem vínculos mais duradouros. Neste contexto, destaca-se o papel de fatores psicológicos e da segmentação de consumidores na extensão destes comportamentos, contribuindo para uma melhor compreensão das implicações estratégicas para o marketing.
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