Jogo justo: o materialismo e a responsabilidade social do consumidor no consumo de videogames piratas

• Autor(a) principal: Leite, Anderson Ramom do Amaral
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFPB
• Texto Completo: https://repositorio.ufpb.br/jspui/handle/tede/3821
• topic: Comportamento ético do consumidor; Responsabilidade social do consumidor; Materialismo; Pirataria de jogos de videogames; Ethical behavior of the consumer; Social responsibility of the consumer; Materialism; Counterfeit of videogames; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The present study aimed at understanding the behavior of individuals and groups in society in a context where social rules and/or legal matters are not clearly set: ethical consumption. If in relation to organizations ethical stance has been increasingly demanded by society in general, including rules related to corporate social responsibility, for consumers, the other actor in the process of buying, the demand for a responsible behavior is not yet a reality. We believe that marketing can contribute as a tool in understanding consumer behavior at the moment of deciding to purchase counterfeit products. This will occur by spreading ethical problems (as well as others that are understood by the social responsibility of the consumer) to be considered, leading to the awakening of the individual perception of the existence of the ethical dilemma in purchasing counterfeit videogames, as well as to the awareness of the many consequences for society in general, thus promoting actions that can be taken either by the companies involved in the sectors by the government or by society itself in order to find a balance in this process. Taking the above into consideration, this research is justified and becomes relevant due to the fact that it focused on understanding those issues. The analysis of the ethical behavior of consumers in relation to counterfeit videogames used materialism and ethical consumption (encompassed by the social responsibility of the consumer - SRCons) as references. Based upon this set of issues, the following research goal was proposed: to evaluate the social responsibility of the consumer and the degree of materialism in relation to the consumption of counterfeit videogames. A literature review was conducted where ethics issues were considered from a macro to a micro perspective by relating it to the marketing discipline. Then SRCons were discussed, which explored the possible dimensions of the construct components (altruistic behavior, environmentally sustainable behavior, activist behavior or engaged consumer, and ethical behavior or honest consumer). The scope of materialism as a motivator of behavior was also studied, since this construct is negatively related to collective as well as to ethical behavior. A brief background of the videogame market and its domestic supply chain was described in order to clarify its dynamics and therefore finally treat the case of counterfeit in the market of videogames. This process culminated in a proposal for a reinterpretation of that phenomenon based on the constructs of SRCons and Materialism. To enable the measurement of these constructs previously known and applied scales were used. The sample consisted of 225 consumers of videogames. Overall, the results indicated that SRCons and materialism do not influence consumer behavior in relation to counterfeit videogames, either in their intention, practice or in favorability. However, ethical behavior or honest consumer was the only dimension that slightly influenced it (statistically significant). At last a few considerations were woven, which answered the research problem and established objectives, containing the main results and their practical and theoretical implications, and recommendations for possible future research concerning the topic were made.