Ser ou não ter, eis a questão: um estudo sobre anticonsumo e estilos de vida

Abstract

Promote an agenda that aims to reduce consumption in societies is a difficult task because it goes against the paradigm of social dominance orientation and consumerist. This study aims to analyze the influence of Materialism in Anticonsumption lifestyles (Tightwadism, Voluntary Simplicity and Frugality) and the moderating role of Self-control and Long-Term Orientation in undergraduate students in the area of Administration. The research is quantitative and descriptive due to its objectives. It is a field research with the use of correlation analysis and multiple linear regression. The results confirmed the negative correlation between Materialism and Tightwadism and Materialism and Voluntary Simplicity. However, Materialism and Frugality not obtained the expected significance for the establishment of a relationship. It was found that the Voluntary Simplicity does not have a significant relationship with the Long Term Orientation nor the Self-Control but, in contrast, the study demonstrated a positive relationship of Frugality and Tightwadism with both moderating variables. The Long Term Orientation has significant moderating effect on the influence of Materialism in Voluntary Simplicity, which, again, only the Long Term Orientation significantly influences the relationship between Materialism and Frugality. Finally, it was found that individuals with greater Long Term Orientation are more tightwads. From the study seized, it is expected to meet a new consumer profile, which has its own values, as well as a different way of perceiving the world and the relationships that permeate it. It is expected also to establish new conjectures research due to the variety of the results presented and validated.