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/as

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

Palabras clave:

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

Resumen

Objetivo: Este estudio tiene como objetivo investigar el papel del sacrificio en el comportamiento sostenible del consumidor, sintetizando la literatura existente sobre el tema y explorando cómo el sacrificio puede percibirse como una barrera o un catalizador en la adopción de prácticas sostenibles.

Metodología: La investigación se realizó mediante una Revisión Sistemática de la Literatura (RSL), utilizando el protocolo SPAR-4-SLR. Se analizaron 23 artículos revisados por pares, publicados entre 2011 y 2023, seleccionados en bases de datos científicas de alta relevancia, aplicando criterios rigurosos de inclusión y exclusión.
Originalidad: El estudio llena un vacío teórico relevante al consolidar y profundizar la comprensión del sacrificio en el contexto del consumo sostenible, distinguiendo entre sacrificios por reducción y comportamentales, y ampliando el entendimiento de sus significados e implicaciones en el comportamiento del consumidor.
Principales resultados: El análisis revela que el sacrificio a menudo se asocia con valores individuales, sentido de pertenencia, bienestar subjetivo y percepción de co-beneficios. Cuando el sacrificio se alinea con valores personales o se presenta como generador de beneficios adicionales (como bienestar, salud o propósito), puede aumentar el compromiso con prácticas sostenibles.
Aportes teóricos: El estudio propone una tipología conceptual de los tipos de sacrificio, identifica perfiles de consumidores más propensos a sacrificar y sugiere proposiciones teóricas y preguntas de investigación para futuras investigaciones.
Palabras clave: Comportamiento del Consumidor; Sacrificio; Consumo Sostenible; Comportamiento Proambiental; Sacrificio del Consumidor.

Biografía del autor/a

Agatha Moura, Universidade Federal de Pernambuco

doutoranda

Salomão Alencar de Farias, UFPE

Salomão De Farias holds a Bachelor’s degree in Business Administration from the State University of Ceará (1987), a Master’s in Administration from the Federal University of Paraíba (1991), and a Ph.D. in Administration from the University of São Paulo (1998). He is currently a Visiting Professor at the Institute of International Business, College of Business, Georgia State University. An Associate Professor at the Federal University of Pernambuco (UFPE) on sabbatical leave, he specializes in Business Administration, with an emphasis on Marketing, focusing primarily on consumer behavior and international business.

A Fulbright Scholar in Residence (2014), he has held key academic roles, including Coordinator of PROPAD/UFPE, member of the CNPq (Brazilian National Council for Scientific Research) evaluation committee, Editor of BAR (Brazilian Administration Review), and member of the ANPAD (Brazilian Academy of Management) Marketing Division’s scientific committee. He has also served as a peer reviewer for CAPES, CNPq, and FACEPE.

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