Valores de consumo, consumo de status e compra de garrafas térmicas: Qual a relação com as características demográficas?

Abstract

Consumer values reflect the potential of a product to satisfy consumers' desires, playing a central role in their social lives. Currently, there is a concern for sustainable consumption, with the replacement of plastic products in the market, seeking to reduce waste. An example of this substitution is the thermos. However, the purchase of thermoses can also be seen as a symbol of social status, representing recognition and prestige in society. This study aimed to reflect on how consumption values and status consumption relate to the purchase of thermoses for personal use considering sociodemographic characteristics. To carry out this study, the online survey method was used, with a descriptive character and a qualitative cross-sectional approach, with the participation of 236 respondents and the analysis of quantitative data was carried out by extracting the standard deviation and the mean of the results obtained, using an Excel spreadsheet. It was found that social status stood out as one of the most predominant factors for the consumption of the product in question, which is associated with social identification, which makes people belong to a certain group. Finally, it was concluded that, regardless of the target audience to which the research was carried out, as well as different economic conditions, the environmental value stood out as the common factor, when considering that people brought the product to the market.