Comportamento dos consumidores durante a pandemia de COVID-19: análise de classes latentes sobre atitudes de enfrentamento e hábitos de compra
DOI:
https://doi.org/10.18046/j.estger.2021.159.4433Palavras-chave:
COVID-19, atitudes de enfrentamento, mudança de hábitos de compra, análise de classes latentes, comportamento do consumidorResumo
A COVID-19 transformou a realidade mundial impondo restrições às 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 existência de grupos heterogêneos nas atitudes frente à 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 Equações Estruturais. Foram identificados três segmentos: ‘Céticos’ (36,7%), ‘Preocupados’ (50,1%) e ‘Indiferentes’ (13,22%). Os resultados apontam para uma diferenciação dos consumidores pelas atitudes em situações de risco percebido, papel das crenças e a consequente mudança no comportamento de compra, com implicações para o gerenciamento da saúde pública e empresarial.
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