Giving up for a Greater Good: A Systematic Review Exploring Sacrifice in Sustainable Consumer Behavior

Agatha Moura; Salomão Alencar de Farias

doi:10.20397/2177-6652/2026.v26i3.3212

Autores

Agatha Moura Universidade Federal de Pernambuco https://orcid.org/0000-0003-0480-5028
Salomão Alencar de Farias UFPE https://orcid.org/0000-0001-5415-2606

DOI:

https://doi.org/10.20397/2177-6652/2026.v26i3.3212

Palavras-chave:

Consumer Behavior; Sacrifice; Sustainable Consumption; Pro-Environmental Behavior; Consumer Sacrifice.

Resumo

Objetivo: Este estudo tem como objetivo investigar o papel do sacrifício no comportamento sustentável do consumidor, sintetizando a literatura existente sobre o tema e explorando como o sacrifício pode ser percebido como uma barreira ou um catalisador na adoção de práticas sustentáveis.

Metodologia: Foi realizada uma Revisão Sistemática da Literatura (RSL), com base no protocolo SPAR-4-SLR, abrangendo artigos revisados por pares publicados entre 2011 e 2023. A seleção seguiu critérios rigorosos de inclusão, aplicando filtros por base de dados, idioma, escopo temático e qualidade científica.

Originalidade: O estudo preenche uma lacuna relevante na literatura ao abordar o conceito de sacrifício como elemento central do consumo sustentável, distinguindo entre diferentes tipos de sacrifício (por redução e comportamental), e discutindo suas implicações teóricas e práticas, algo ainda pouco explorado de forma sistemática.

Principais resultados: A maioria dos estudos analisa o sacrifício como parte inerente do consumo sustentável. Evidenciou-se que a percepção do sacrifício está associada a fatores como valores pessoais, nível de escolaridade, bem-estar subjetivo, normas sociais e senso de pertencimento. A forma como o sacrifício é enquadrado impacta diretamente a disposição para adotar comportamentos sustentáveis.

Contribuições teóricas: O trabalho amplia a compreensão conceitual do sacrifício no consumo sustentável, propõe uma tipologia conceitual, identifica perfis de consumidores dispostos a sacrificar e sugere uma agenda de pesquisa futura com proposições teóricas e questões investigativas.

Palavras-chave: Comportamento do consumidor; Sacrifício; Consumo sustentável; Comportamento Pró-ambiental; Sacrifício do consumidor.

Biografia do Autor

Agatha Moura, Universidade Federal de Pernambuco

doutoranda

Salomão Alencar de Farias, UFPE

Salomão De Farias é Bacharel Em Administração de Empresas pela Universidade Estadual do Ceará (1987), mestre em Administração pela Universidade Federal da Paraíba (1991) e doutor em Administração pela Universidade de São Paulo (1998). Atualmente é Visiting Professor no Instituto de Negócios Internacionais do College of Business da Georgia State University. Professor associado da Universidade Federal de Pernambuco em licença sabática. Tem experiência na área de Administração, com ênfase em Mercadologia, atuando principalmente nos seguintes temas: comportamento do consumidor e negócios internacionais. Foi bolsista Fulbright Scholar in Residence em 2014, Mais recentemente, foi coordenador do PROPAD/UFPE, membro do comite de area do CNPq, editor da BAR, membro do comite cientifico de Marketing da ANPAD, parecerista CAPES, CNPQ e FACEPE

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