Ecological or Controlled? Building Discursively Conscious Consumers
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/11951 |
Resumo: | In a context in which consumption has been identified as largely responsible for the destruction of resources and the imbalance of the Earth's climate, consumers are being asked to take action. Thus a group of consumers concerned about the effects of their purchases in the outside world has appeared a group we shall call conscious consumers. This work aims to help understand the dominant discourses on conscious consumption, investigating how consumers discursively construct the conscious consumer, the motivations, the practices, and the difficulties. The research was based on a projective exercise inspired by Belk, Deninney and Eckhardt‟s (2005) study. Thirtyseven students at a private university located in the suburb of the city of Rio de Janeiro took part on this exercise. Respondents outlined two discursive constructions for the conscious consumer, constructed from a strong duality with what they called the unconscious consumer. Motivations, behavior changes, and difficulties faced by these consumers were discussed and inspired management applications and paths for future research. |
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Ecological or Controlled? Building Discursively Conscious ConsumersEcológicos ou Controlados? Construindo Discursivamente o Consumidor ConscienteConscious consumption; Conscious consumer; Projective techniques.Consumo consciente; Consumidor consciente; Técnica projetivaIn a context in which consumption has been identified as largely responsible for the destruction of resources and the imbalance of the Earth's climate, consumers are being asked to take action. Thus a group of consumers concerned about the effects of their purchases in the outside world has appeared a group we shall call conscious consumers. This work aims to help understand the dominant discourses on conscious consumption, investigating how consumers discursively construct the conscious consumer, the motivations, the practices, and the difficulties. The research was based on a projective exercise inspired by Belk, Deninney and Eckhardt‟s (2005) study. Thirtyseven students at a private university located in the suburb of the city of Rio de Janeiro took part on this exercise. Respondents outlined two discursive constructions for the conscious consumer, constructed from a strong duality with what they called the unconscious consumer. Motivations, behavior changes, and difficulties faced by these consumers were discussed and inspired management applications and paths for future research.Num contexto em que o consumo vem sendo apontado como um dos grandes responsveis pela destruio de recursos e pelo desequilbrio do clima terrestre, o consumidor vem sendo chamado para fazer a sua parte. Surge, ento, um grupo de consumidores preocupados com o efeito de suas compras no mundo exterior o que chamamos aqui de consumidores conscientes. Este trabalho procura auxiliar no entendimento dos discursos dominantes sobre o consumo consciente, investigando como o consumidor consciente, suas motivaes, suas prticas e suas dificuldades so discursivamente construdos pelos demais consumidores. A pesquisa baseou-se em um exerccio projetivo inspirado no estudo de Belk, Deninney e Eckhardt (2005) respondido por 37 alunos de uma universidade privada localizada no subrbio da cidade do Rio de Janeiro. Os respondentes delinearam duas construes discursivas do consumidor consciente, construdas a partir de uma forte dualidade com o que chamam de consumidor inconsciente. Motivaes, mudanas de comportamento e dificuldades enfrentadas por estes consumidores so discutidas e, com base nelas, so sugeridas aplicaes gerenciais e caminhos de pesquisa futura. DOI: 10.5585/remark.v11i2.2294Universidade Nove de Julho - Uninove2012-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1195110.5585/remark.v11i2.2294ReMark - Revista Brasileira de Marketing; v. 11, n. 2 (2012): maio - agosto; 18-422177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11951/5575Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBorelli, Fernanda ChagasHemais, Marcus WilcoxDias, Pedro Ivo Rogedo Costa2022-01-18T15:27:38Zoai:https://periodicos.uninove.br:article/11951Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:27:38REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Ecological or Controlled? Building Discursively Conscious Consumers Ecológicos ou Controlados? Construindo Discursivamente o Consumidor Consciente |
title |
Ecological or Controlled? Building Discursively Conscious Consumers |
spellingShingle |
Ecological or Controlled? Building Discursively Conscious Consumers Borelli, Fernanda Chagas Conscious consumption; Conscious consumer; Projective techniques. Consumo consciente; Consumidor consciente; Técnica projetiva |
title_short |
Ecological or Controlled? Building Discursively Conscious Consumers |
title_full |
Ecological or Controlled? Building Discursively Conscious Consumers |
title_fullStr |
Ecological or Controlled? Building Discursively Conscious Consumers |
title_full_unstemmed |
Ecological or Controlled? Building Discursively Conscious Consumers |
title_sort |
Ecological or Controlled? Building Discursively Conscious Consumers |
author |
Borelli, Fernanda Chagas |
author_facet |
Borelli, Fernanda Chagas Hemais, Marcus Wilcox Dias, Pedro Ivo Rogedo Costa |
author_role |
author |
author2 |
Hemais, Marcus Wilcox Dias, Pedro Ivo Rogedo Costa |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Borelli, Fernanda Chagas Hemais, Marcus Wilcox Dias, Pedro Ivo Rogedo Costa |
dc.subject.por.fl_str_mv |
Conscious consumption; Conscious consumer; Projective techniques. Consumo consciente; Consumidor consciente; Técnica projetiva |
topic |
Conscious consumption; Conscious consumer; Projective techniques. Consumo consciente; Consumidor consciente; Técnica projetiva |
description |
In a context in which consumption has been identified as largely responsible for the destruction of resources and the imbalance of the Earth's climate, consumers are being asked to take action. Thus a group of consumers concerned about the effects of their purchases in the outside world has appeared a group we shall call conscious consumers. This work aims to help understand the dominant discourses on conscious consumption, investigating how consumers discursively construct the conscious consumer, the motivations, the practices, and the difficulties. The research was based on a projective exercise inspired by Belk, Deninney and Eckhardt‟s (2005) study. Thirtyseven students at a private university located in the suburb of the city of Rio de Janeiro took part on this exercise. Respondents outlined two discursive constructions for the conscious consumer, constructed from a strong duality with what they called the unconscious consumer. Motivations, behavior changes, and difficulties faced by these consumers were discussed and inspired management applications and paths for future research. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-09-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11951 10.5585/remark.v11i2.2294 |
url |
https://periodicos.uninove.br/remark/article/view/11951 |
identifier_str_mv |
10.5585/remark.v11i2.2294 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11951/5575 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 11, n. 2 (2012): maio - agosto; 18-42 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642017386496 |