CONSUMO ÉTICO
A INFLUÊNCIA DA ESPIRITUALIDADE SOBRE A INTENÇÃO DE COMPRA DOS CONSUMIDORES
Palavras-chave:
Consumo ético, Altruísmo, Espiritualidade, Utilitarismo
Resumo
O consumo é um ato que pode englobar não apenas necessidades utilitaristas ou hedonistas, mas pode representar um ato que reforce o valor da vida e os sentimentos que transcendem o imaterial. O objetivo desse artigo é examinar o papel moderador da espiritualidade na relação entre as variáveis independentes de Altruísmo e Utilitarismo e a escala de intenção de consumo ético. Para tanto, fez-se uma pesquisa quantitativa, do tipo Survey, cuja análise foi feita por Modelagem de Equações Estruturais (MEE). As evidências indicaram que a variável moderadora espiritualidade não apresenta efeito significativo e positivo na relação entre Altruísmo e Intenção de Consumo Ético e Utilitarismo e Intenção de Consumo Ético. A influência do altruísmo na intenção de consumo ético não se evidenciou. Portanto, esses resultados vão de encontro à literatura, o que requer que mais estudos sejam realizados seja ampliando a população-alvo seja aplicando esse estudo em outros contextos.
Referências
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Amaldoss, W., & Jain, S. Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42(1), 30-42, 2005.
Ayoun, B., Rowe, L. and Yassine, F. “Is workplace spirituality associated with business ethics?”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 5, pp. 938-957, 2015.
Auletta, Nunzia; Dakduk, Silvana. Bienestar del consumidor: un recorrido por la salud, el hedonismo, la espiritualidad y las relaciones. Debates IESA, v. 18, n. 2, 2013.
Barnett, C., Cloke, P., Clarke, N., & Malpass, A. Consuming Ethics: Articulating the Subjects and Spaces of Ethical Consumption. Antipode, 37(1), 23–45. doi:10.1111/j.0066-4812.2005.00472.x, 2005.
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Baskin, Ernest et al. Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving. Journal of Consumer Research, v. 41, n. 1, p. 169-182, 2014
Belk, Russel W. “Three Scales to Measure Constructs Related to Materialism: Reliability, Validity, and Relationships to Measures of Happiness", in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT: Association for Consumer Research, Pages: 291-297, 1984.
Burroughs, James E.; Rindfleisch, Aric. What welfare. On the definition and domain of transformative consumer research and the foundational role of materialism. Transformative consumer research for personal and collective well-being, p. 249-266, 2012.
Chairy, C. “Spirituality, self transcendence, and green purchase intention in college students”, Procedia-Social and Behavioral Sciences, Vol. 57, pp. 243-246, 2012.
Chun, K.H., Hong, Y.G., Yoon, Y.A. & Song, I.S. Good Consumption and Ethical Consumption. Sigma Press, Seoul, 2010.
Cloke, P. Deliver us from evil? Prospects for living ethically and acting politically in human geography. Progress in Human Geography, 26:587–604, 2002.
Creyer, E.H. “The influence of firm behavior on purchase intention: do consumers really care about business ethics?”, Journal of Consumer Marketing, Vol. 14 No. 6, pp. 421-432, 1997.
Curasi, C.F., Price, L.L. and Arnould, E.J. “How individuals’ cherished possessions become families’ inalienable wealth”, Journal of Consumer Research, Vol. 31 No. 3, pp. 609-631, 2004.
Faria, Juliana Bernardes de; Seidl, Eliane Maria Fleury. Religiosidade e enfrentamento em contextos de saúde e doença: revisão da literatura. Psicologia: reflexão e crítica, v. 18, n. 3, p. 381-389, 2005.
Fisher, John W.; Francis, Leslie J.; Johnson, Peter. Assessing spiritual health via four domains of spiritual wellbeing: The SH4DI. Pastoral psychology, v. 49, n. 2, p. 133-145, 2000.
Forman, Robert K. C. Grassroots Spirituality: What it is, Why it is Here, Where it is Going. Charlottesville, VA: Imprint Academic, 2004.
Foster, Richard J. Streams of living water: Celebrating the great traditions of Christian faith. San Francisco, CA: Harper, 1998
Fuller, Robert C. Spiritual, but not Religious: Understanding Unchurched America. Oxford: Oxford UP, 2001.
Giacalone, Robert A.; Jurkiewicz, Carole L. Right from wrong: The influence of spirituality on perceptions of unethical business activities. Journal of business Ethics, v. 46, n. 1, p. 85-97, 2003.
Griskevicius, V., Tybur, J. M., Sundie, J. M., Cialdini, R. B., Miller, G. F., & Kenrick, D. T. Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals. Journal of Personality and Social Psychology, 93(1), 85–102. https://doi.org/10.1037/0022-3514.93.1.85, 2007.
HAIR, Joseph F. et al. Multivariate data analysis. Upper Saddle River, NJ: Prentice hall, 1998.
Kennedy, E.J. and Lawton, L. “Religiousness and business ethics”, Journal of Business Ethics, Vol. 17 No. 2, pp. 163-175, 1998.
Karakas, F. Spirituality and performance in organizations: A literature review. Journal of business ethics, v. 94, n. 1, p. 89-106, 2010.
Kurland, Nancy B. Ethical intentions and the theories of reasoned action and planned behavior. Journal of applied social psychology, v. 25, n. 4, p. 297-313, 1995.
Laran, Juliano. Goal management in sequential choices: Consumer choices for others are more indulgent than personal choices. Journal of Consumer Research, v. 37, n. 2, p. 304-314, 2010.
Lau, Kimberly J. New age capitalism: making money East of Eden. University of Pennsylvania Press, 2015.
Leal, Sandra. A influência da espiritualidade: nos estilos de decisão de compra do consumidor. Tese de Doutorado. Escola Superior do Porto.Portugal, 2015.
Lee, Dong-Jin et al. (2002). Developing a subjective measure of consumer well-being. Journal of Macromarketing, v. 22, n. 2, p. 158-169, 2002.
Lim, E. A. C., & Ang, S. H. (2008). Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(3), 225–232. doi:10.1016/j.jbusres.2007.06.004, 2008.
Maner, Jon K.; Gailliot, Matthew T. Altruism and egoism: Prosocial motivations for helping depend on relationship context. European Journal of Social Psychology, v. 37, n. 2, p. 347-358, 2007.
Mick, David Glen et al. Ed. Transformative consumer research for personal and collective well-being. Routledge, 2012.
Mzoughi, N. Farmers adoption of integrated crop protection and organic farming: Do moral and social concerns matter?. Ecological Economics, 70(8), 1536-1545, 2011.
Nardella,C. (2014). Studying Religion and Marketing. An Introduction
(doi:10.2383/79475), Sociologica, Fascicolo 3, settembre-dicembre, 2014.
Pandey, A., Gupta, R.K. and Arora, A.P. “Spiritual climate of business organizations and its impact on customers’ experience”, Journal of business Ethics, Vol. 88, No. 2, pp. 313-345, 2009.
Rodriguez-Rad, Carlos J.; Ramos-Hidalgo, Encarnacion. "Spirituality, consumer ethics, and sustainability: the mediating role of moral identity", Journal of Consumer Marketing, Vol. 35 Issue: 1, pp.51-63, https://doi.org/10.1108/JCM-12-2016-2035, 2018.
Schultz, G., Pedrozo, E. A., & Nascimento, L. F. M. As cadeias produtivas de alimentos orgânicos do Município de Porto Alegre/RS frente à evolução das demandas do mercado: lógica de produção e/ou de distribuição. In Congresso Internacional de Economia e Gestão de Negócios Agroalimentares (Vol. 3), 2001.
Shaw, D., Shiu, E., & Clarke, I. The contribution of ethical obligation and self-identity to the theory of planned behaviour: An exploration of ethical consumers. Journal of marketing management, 16(8), 879-894, 2000.
Oh, J., & Yoon, S. Theory-based approach to factors affecting ethical consumption. International Journal of Consumer Studies 38, 278–288, 2014.
Parsian, N., & Dunning, T. Developing and validating a questionnaire to measure spirituality: psychometric process. Global Journal of Health Science, 1(1), 2-11, 2009.
Roof, Wade Clark. Spiritual Marketplace. Princeton, NJ: Princeton UP, 1999.
Rucker, D. D., & Galinsky, A. D. Conspicuous consumption versus utilitarian ideals: How different levelsof power shape consumer behavior. Journal of Experimental Social Psychology, 45, 549–555, 2009.
Sampaio, C. H., Sanzi, G., Slongo, L. A., & Perin, M. G. Fatores visuais de design e sua influência nos valores de compra do consumidor. Revista de Administração de Empresas (RAE), São Paulo, v. 49, n. 4, p. 373-386, 2009.
Santini, O.; Ladeira, W. J. & Sampaio, C. H. Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness. International Journal of Tourism Research, 20(3), 277-285, 2018.
Sardana, D., Gupta, N., & Sharma, P. Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands. International Journal of Consumer Studies.doi:10.1111/ijcs.12467, 2018.
Souza, M. A., & Santos, L.B. Validação da Escala de Consumo Ético para Amostras Brasileiras. Sociedade, Contabilidade e Gestão, Rio de Janeiro, v. 5, n. 2, 2010.
Spínola, A. L. Consumo sustentável: o alto custo dos produtos que consumimos. Revista de Direito Ambiental. São Paulo, v. 6, n. 24, p. 209-216, 2001.
Stillman, T. F., Fincham, F. D., Vohs, K. D., Lambert, N. M., & Phillips, C. A. The material and immaterial in conflict: Spirituality reduces conspicuous consumption. Journal of Economic Psychology, 33, 1–7, 2012.
Swimberghe, K.R., Sharma, D. and Flurry, L.W.
Does a consumer’s religion really matter in the buyer–seller
dyad? An empirical study examining the relationship
between consumer religious commitment, Christian
conservatism and the ethical judgment of a seller’s
controversial business decision. Journal of Business Ethics,
Vol. 102 No. 4, pp. 581-598, 2011.
Veblen, T. (1994). The Theory of the Leisure Class. London: Routledge, 1994.
Vitell, S.J. et al. “Spirituality, moral identity,and consumer ethics: a multi-cultural study”. Journal of Business Ethics, Vol. 1, pp. 1-14, 2015.
Vitell,S.J.; Singh,J.J.and Paolillo.“Consumers’ethical beliefs: the roles of money, religiosity and attitude toward business”.Journal of Business Ethics. Vol.73, No.4,
pp. 369-379, 2007.
Vitell,S.J.; Keith,M.and Mathur, M.“Antecedentstothe justification of norm violating behavior among business practitioners”, Journal of Business Ethics, Vol. 101 No. 1,
pp. 163-173, 2011.
Vitell, S.J., King, R.A., Howie, K., Toti, J.F.A., Hidalgo, E.R. and Yacout, O. Spirituality, moral identity, and consumer ethics: a multi-cultural study”, Journal of Business Ethics, Vol. 1, pp. 1-14, 2015.
Voss KE, Eric RS, Grohmann B. Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research 40(August): 310–20, 2003.
Walker, L.J. and Pitts, R.C. “Naturalistic conceptionsof moral maturity”. Developmental Psychology, Vol. 34 No. 3,
p. 403, 1998.
Weaver, G. R.and Agle,B.R.“Religiosity and ethical behavior organizations: a symbolic interactionist perspective”, Academy of Management Review, Vol. 27 No. 1,
pp. 77-97, 2002.
Williams, D. R.; Sternthal, M. J. Spirituality, religion and health: evidence and research directions. Medical Journal of Australia, v. 186, n. 10, p. S47-S50, 2007.
Amaldoss, W., & Jain, S. Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42(1), 30-42, 2005.
Ayoun, B., Rowe, L. and Yassine, F. “Is workplace spirituality associated with business ethics?”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 5, pp. 938-957, 2015.
Auletta, Nunzia; Dakduk, Silvana. Bienestar del consumidor: un recorrido por la salud, el hedonismo, la espiritualidad y las relaciones. Debates IESA, v. 18, n. 2, 2013.
Barnett, C., Cloke, P., Clarke, N., & Malpass, A. Consuming Ethics: Articulating the Subjects and Spaces of Ethical Consumption. Antipode, 37(1), 23–45. doi:10.1111/j.0066-4812.2005.00472.x, 2005.
74, 2005.
Baskin, Ernest et al. Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving. Journal of Consumer Research, v. 41, n. 1, p. 169-182, 2014
Belk, Russel W. “Three Scales to Measure Constructs Related to Materialism: Reliability, Validity, and Relationships to Measures of Happiness", in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT: Association for Consumer Research, Pages: 291-297, 1984.
Burroughs, James E.; Rindfleisch, Aric. What welfare. On the definition and domain of transformative consumer research and the foundational role of materialism. Transformative consumer research for personal and collective well-being, p. 249-266, 2012.
Chairy, C. “Spirituality, self transcendence, and green purchase intention in college students”, Procedia-Social and Behavioral Sciences, Vol. 57, pp. 243-246, 2012.
Chun, K.H., Hong, Y.G., Yoon, Y.A. & Song, I.S. Good Consumption and Ethical Consumption. Sigma Press, Seoul, 2010.
Cloke, P. Deliver us from evil? Prospects for living ethically and acting politically in human geography. Progress in Human Geography, 26:587–604, 2002.
Creyer, E.H. “The influence of firm behavior on purchase intention: do consumers really care about business ethics?”, Journal of Consumer Marketing, Vol. 14 No. 6, pp. 421-432, 1997.
Curasi, C.F., Price, L.L. and Arnould, E.J. “How individuals’ cherished possessions become families’ inalienable wealth”, Journal of Consumer Research, Vol. 31 No. 3, pp. 609-631, 2004.
Faria, Juliana Bernardes de; Seidl, Eliane Maria Fleury. Religiosidade e enfrentamento em contextos de saúde e doença: revisão da literatura. Psicologia: reflexão e crítica, v. 18, n. 3, p. 381-389, 2005.
Fisher, John W.; Francis, Leslie J.; Johnson, Peter. Assessing spiritual health via four domains of spiritual wellbeing: The SH4DI. Pastoral psychology, v. 49, n. 2, p. 133-145, 2000.
Forman, Robert K. C. Grassroots Spirituality: What it is, Why it is Here, Where it is Going. Charlottesville, VA: Imprint Academic, 2004.
Foster, Richard J. Streams of living water: Celebrating the great traditions of Christian faith. San Francisco, CA: Harper, 1998
Fuller, Robert C. Spiritual, but not Religious: Understanding Unchurched America. Oxford: Oxford UP, 2001.
Giacalone, Robert A.; Jurkiewicz, Carole L. Right from wrong: The influence of spirituality on perceptions of unethical business activities. Journal of business Ethics, v. 46, n. 1, p. 85-97, 2003.
Griskevicius, V., Tybur, J. M., Sundie, J. M., Cialdini, R. B., Miller, G. F., & Kenrick, D. T. Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals. Journal of Personality and Social Psychology, 93(1), 85–102. https://doi.org/10.1037/0022-3514.93.1.85, 2007.
HAIR, Joseph F. et al. Multivariate data analysis. Upper Saddle River, NJ: Prentice hall, 1998.
Kennedy, E.J. and Lawton, L. “Religiousness and business ethics”, Journal of Business Ethics, Vol. 17 No. 2, pp. 163-175, 1998.
Karakas, F. Spirituality and performance in organizations: A literature review. Journal of business ethics, v. 94, n. 1, p. 89-106, 2010.
Kurland, Nancy B. Ethical intentions and the theories of reasoned action and planned behavior. Journal of applied social psychology, v. 25, n. 4, p. 297-313, 1995.
Laran, Juliano. Goal management in sequential choices: Consumer choices for others are more indulgent than personal choices. Journal of Consumer Research, v. 37, n. 2, p. 304-314, 2010.
Lau, Kimberly J. New age capitalism: making money East of Eden. University of Pennsylvania Press, 2015.
Leal, Sandra. A influência da espiritualidade: nos estilos de decisão de compra do consumidor. Tese de Doutorado. Escola Superior do Porto.Portugal, 2015.
Lee, Dong-Jin et al. (2002). Developing a subjective measure of consumer well-being. Journal of Macromarketing, v. 22, n. 2, p. 158-169, 2002.
Lim, E. A. C., & Ang, S. H. (2008). Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(3), 225–232. doi:10.1016/j.jbusres.2007.06.004, 2008.
Maner, Jon K.; Gailliot, Matthew T. Altruism and egoism: Prosocial motivations for helping depend on relationship context. European Journal of Social Psychology, v. 37, n. 2, p. 347-358, 2007.
Mick, David Glen et al. Ed. Transformative consumer research for personal and collective well-being. Routledge, 2012.
Mzoughi, N. Farmers adoption of integrated crop protection and organic farming: Do moral and social concerns matter?. Ecological Economics, 70(8), 1536-1545, 2011.
Nardella,C. (2014). Studying Religion and Marketing. An Introduction
(doi:10.2383/79475), Sociologica, Fascicolo 3, settembre-dicembre, 2014.
Pandey, A., Gupta, R.K. and Arora, A.P. “Spiritual climate of business organizations and its impact on customers’ experience”, Journal of business Ethics, Vol. 88, No. 2, pp. 313-345, 2009.
Rodriguez-Rad, Carlos J.; Ramos-Hidalgo, Encarnacion. "Spirituality, consumer ethics, and sustainability: the mediating role of moral identity", Journal of Consumer Marketing, Vol. 35 Issue: 1, pp.51-63, https://doi.org/10.1108/JCM-12-2016-2035, 2018.
Schultz, G., Pedrozo, E. A., & Nascimento, L. F. M. As cadeias produtivas de alimentos orgânicos do Município de Porto Alegre/RS frente à evolução das demandas do mercado: lógica de produção e/ou de distribuição. In Congresso Internacional de Economia e Gestão de Negócios Agroalimentares (Vol. 3), 2001.
Shaw, D., Shiu, E., & Clarke, I. The contribution of ethical obligation and self-identity to the theory of planned behaviour: An exploration of ethical consumers. Journal of marketing management, 16(8), 879-894, 2000.
Oh, J., & Yoon, S. Theory-based approach to factors affecting ethical consumption. International Journal of Consumer Studies 38, 278–288, 2014.
Parsian, N., & Dunning, T. Developing and validating a questionnaire to measure spirituality: psychometric process. Global Journal of Health Science, 1(1), 2-11, 2009.
Roof, Wade Clark. Spiritual Marketplace. Princeton, NJ: Princeton UP, 1999.
Rucker, D. D., & Galinsky, A. D. Conspicuous consumption versus utilitarian ideals: How different levelsof power shape consumer behavior. Journal of Experimental Social Psychology, 45, 549–555, 2009.
Sampaio, C. H., Sanzi, G., Slongo, L. A., & Perin, M. G. Fatores visuais de design e sua influência nos valores de compra do consumidor. Revista de Administração de Empresas (RAE), São Paulo, v. 49, n. 4, p. 373-386, 2009.
Santini, O.; Ladeira, W. J. & Sampaio, C. H. Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness. International Journal of Tourism Research, 20(3), 277-285, 2018.
Sardana, D., Gupta, N., & Sharma, P. Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands. International Journal of Consumer Studies.doi:10.1111/ijcs.12467, 2018.
Souza, M. A., & Santos, L.B. Validação da Escala de Consumo Ético para Amostras Brasileiras. Sociedade, Contabilidade e Gestão, Rio de Janeiro, v. 5, n. 2, 2010.
Spínola, A. L. Consumo sustentável: o alto custo dos produtos que consumimos. Revista de Direito Ambiental. São Paulo, v. 6, n. 24, p. 209-216, 2001.
Stillman, T. F., Fincham, F. D., Vohs, K. D., Lambert, N. M., & Phillips, C. A. The material and immaterial in conflict: Spirituality reduces conspicuous consumption. Journal of Economic Psychology, 33, 1–7, 2012.
Swimberghe, K.R., Sharma, D. and Flurry, L.W.
Does a consumer’s religion really matter in the buyer–seller
dyad? An empirical study examining the relationship
between consumer religious commitment, Christian
conservatism and the ethical judgment of a seller’s
controversial business decision. Journal of Business Ethics,
Vol. 102 No. 4, pp. 581-598, 2011.
Veblen, T. (1994). The Theory of the Leisure Class. London: Routledge, 1994.
Vitell, S.J. et al. “Spirituality, moral identity,and consumer ethics: a multi-cultural study”. Journal of Business Ethics, Vol. 1, pp. 1-14, 2015.
Vitell,S.J.; Singh,J.J.and Paolillo.“Consumers’ethical beliefs: the roles of money, religiosity and attitude toward business”.Journal of Business Ethics. Vol.73, No.4,
pp. 369-379, 2007.
Vitell,S.J.; Keith,M.and Mathur, M.“Antecedentstothe justification of norm violating behavior among business practitioners”, Journal of Business Ethics, Vol. 101 No. 1,
pp. 163-173, 2011.
Vitell, S.J., King, R.A., Howie, K., Toti, J.F.A., Hidalgo, E.R. and Yacout, O. Spirituality, moral identity, and consumer ethics: a multi-cultural study”, Journal of Business Ethics, Vol. 1, pp. 1-14, 2015.
Voss KE, Eric RS, Grohmann B. Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research 40(August): 310–20, 2003.
Walker, L.J. and Pitts, R.C. “Naturalistic conceptionsof moral maturity”. Developmental Psychology, Vol. 34 No. 3,
p. 403, 1998.
Weaver, G. R.and Agle,B.R.“Religiosity and ethical behavior organizations: a symbolic interactionist perspective”, Academy of Management Review, Vol. 27 No. 1,
pp. 77-97, 2002.
Williams, D. R.; Sternthal, M. J. Spirituality, religion and health: evidence and research directions. Medical Journal of Australia, v. 186, n. 10, p. S47-S50, 2007.
Publicado
2021-07-01
Como Citar
ROSA, J. S. DA; DURANT, F. Z.; HIDALGO, G. CONSUMO ÉTICO. Anais do Simpósio Sul-Mato-Grossense de Administração , v. 4, n. 4, p. 285-301, 1 jul. 2021.
Seção
Artigos - Marketing
