Dissonância cognitiva e consumo sustentável: uma revisão sistemática da literatura

Authors

  • Adilson Mueller Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS
  • Cláudio Damacena Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS
  • Felipe Vidor Vaz Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

DOI:

https://doi.org/10.20397/2177-6652/2018.v18i1.1221

Keywords:

Dissonância cognitiva, Consumo sustentável, Comportamento do consumidor

Abstract

O estudo da teoria da dissonância cognitiva relacionada ao consumo sustentável é relativamente escasso. Nesse sentido, este artigo busca identificar e descrever as diferentes formas utilizadas pelas pessoas para lidar com a inconsistência entre atitudes e comportamentos relacionadas ao consumo sustentável. Para atender ao objetivo da pesquisa, utilizou-se o método da revisão sistemática da literatura. Os resultados evidenciam que as pessoas tendem a lidar com a tensão gerada pela dissonância cognitiva em relação ao consumo sustentável por meio do comprometimento, influência social, feedback, informações sobre produtos sustentáveis, negação e supressão de culpa, compensação, justificação, normas morais, benefícios percebidos versus custos/barreiras e semelhança comportamental. Esses achados aprofundam o entendimento de que substituir, esquecer ou adquirir novas cognições resolvem a dissonância e especificam detalhadamente um conjunto de justificativas presentes no comportamento do consumidor ao lidar com o fenômeno.

Author Biographies

Adilson Mueller, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Mestrando no Programa de Pós-Graduação em Administração da Escola de Negócios da Pontifícia Universidade Católica do Rio Grande do Sul. Possui graduação em Filosofia (2007) e em Administração de Empresas (2017) pela PUCRS. É especialista em Gestão e Inteligência Competitiva pela Faculdade de Administração, Contabilidade e Economia - PUCRS (2011). Interesses de pesquisa: marketing; comportamento do consumidor; dissonância cognitiva e consumo sustentável.

Cláudio Damacena, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Pós-doutorado em Marketing na University Western of Australia. Doutorado em Ciências Econômicas e Empresariais naa Universidade de Córdoba (Espanha). Professor e pesquisador do PPGA da UNISINOS de 2000 a 2010. Professor da Área de Marketing do PPGAd da PUCRS desde 2011. Interesses de pesquisa: valores humanos e o comportamento de consumo; cocriação de valor em sistemas de serviço; dissonância cognitiva e consumo sustentável.

Felipe Vidor Vaz, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Graduando em Administração de Empresas pela Escola de Negócios da Pontifícia Universidade Católica do Rio Grande do Sul. Interesses em pesquisas no domínio do marketing, no campo do comportamento do consumidor, ligado à dissonância cognitiva.

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Published

2018-04-01

How to Cite

Mueller, A., Damacena, C., & Vaz, F. V. (2018). Dissonância cognitiva e consumo sustentável: uma revisão sistemática da literatura. Journal of Management & Technology, 18(1), 171–196. https://doi.org/10.20397/2177-6652/2018.v18i1.1221

Issue

Vol. 18 No. 1 (2018): Janeiro/Abril

Section

ARTIGO

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