Pandemia de COVID-19: trilhas para pesquisas futuras em marketing envolvendo o papel regulatório do consumo pró-social
DOI:
https://doi.org/10.5585/remark.v19i3.17103Palabras clave:
Covid-19, Pandemia, Comportamento do consumidor. Comportamento pró-social, Bem-estar.Resumen
Objetivo: Uma das estratégias adotadas por diversos países (i.e., China, Estados Unidos e Brasil) para contenção da pandemia de Covid-19 consiste na recomendação de distanciamento social para a população. Esse tipo de situação pode gerar emoções negativas, como medo e ansiedade, podendo afetar até mesmo o bem-estar e a esperança dos indivíduos e consequentemente os seus comportamentos de consumo. O presente trabalho tem como objetivo, portanto, o consumo pró-social como ferramenta para auxiliar a diminuição dos efeitos emocionais negativos causados pelo distanciamento social.
Método: O estudo constitui-se de uma combinação da revisão sistemática de literatura com o desenvolvimento de um modelo conceitual teórico que identifica lacunas e apresenta proposições de pesquisa que possam direcionar futuros estudos.
Originalidade: A literatura existente caracteriza o consumo pró-social como proveniente de emoções positivas. O presente trabalho propõe-se a explicar como o consumo pró-social pode gerar bem-estar mesmo em situações associadas a estados emocionais negativos.
Contribuições: O modelo conceitual teórico desenvolvido por este estudo explica o papel do consumo pró-social como comportamento que reduz os efeitos negativos das emoções negativas causadas pelo distanciamento social e promove o bem-estar dos consumidores durante a crise da Covid-19. O entendimento desses mecanismos é benéfico para os consumidores, para o setor público e para o setor privado, estes dois os quais poderão adotar estratégias nesse sentido, estimulando o consumo pró-social e o aumento do bem-estar, bem como impulsionando vendas e aumentando o valor percebido da marca, no caso do último.
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