A intenção de brasileiros e de portugueses de ficar em casa durante a pandemia de COVID-

Lucas Lopes Ferreira Souza, José Sarto Freire Castelo, Arnaldo Fernandes de Matos Coelho

Resumo


Objetivo: Analisar a influência de atitudes, normas sociais, controle percebido e boca a boca na intenção de ficar em casa, comparando Brasil e Portugal.

Método: Trata-se de um estudo descritivo transversal, com amostra de 426 brasileiros e 154 portugueses, sendo uma amostra não probabilística por conveniência. Foram utilizadas modelagem de equações estruturais e multigrupos para analisar o modelo.

Originalidade/Relevância: A crise humanitária relacionada ao surto de COVID-19 apresenta desafios sem precedentes, enfrentados diariamente por todos os elementos da comunidade – governos, empresas, organizações em geral e cidadãos. O meio mais eficaz encontrado até agora para reduzir a propagação e o contágio da doença é pedir às pessoas que fiquem em casa e mantenham o distanciamento social. Esta pesquisa usa a teoria do comportamento planejado decomposto para explicar a intenção comportamental como resultado de três variáveis: a atitude de uma pessoa em relação a esse comportamento; normas subjetivas; e a percepção do controle comportamental.

Resultados: O controle percebido é a principal variável que influencia a intenção de ficar em casa, tanto em Portugal como no Brasil. Além do controle percebido, o boca a boca também teve um efeito significativo. Para o Brasil, a atitude também influencia a intenção de ficar em casa e não foi encontrado efeito das normas sociais em nenhum dos países.

Contribuições teórico-metodológicas: Esta pesquisa contribui para a teoria do comportamento planejado – usando sua versão decomposta – ao analisar um estudo multigrupos entre dois países sobre a intenção das pessoas de ficar em casa.


Palavras-chave


Marketing; Comportamento do Consumidor; Teoria do Comportamento Planejado

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DOI: https://doi.org/10.5585/remark.v21i3.19462

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