A intenção de brasileiros e de portugueses de ficar em casa durante a pandemia de COVID-
DOI:
https://doi.org/10.5585/remark.v21i3.19462Palavras-chave:
Marketing, Comportamento do Consumidor, Teoria do Comportamento PlanejadoResumo
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.
Downloads
Referências
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In: Kuhl J. & Beckmann J. (Ed.s), Action control. Springer, Berlin, 11-39.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Baker, A. M., Donthu, N., & Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225-239. https://doi.org/10.1509/jmr.14.0099
Barrio, J. M. (2020). Como Portugal mantém o coronavírus mais controlado que países europeus mais ricos. Retrieved from https://brasil.elpais.com/internacional/2020-04-12/como-portugal-mantem-o-coronavirus-mais-controlado-que-paises-europeus-mais-ricos.html.
Baumsteiger, R., & Siegel, J.T. (2019). Measuring prosociality: The development of a prosocial behavioral intentions scale. Journal of personality assessment, 101(3), 305-314. https://doi.org/10.1080/00223891.2017.1411918
Burnkrant, R.E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 2(3), 206-215. https://doi.org/10.1086/208633
Byrne, B.M. (2013). Structural equation modeling with Mplus: Basic concepts, applications, and programming. Routledge.
Campos, J.A.D.B., Carlotto, M.S., & Marôco, J. (2013). Copenhagen Burnout Inventory-student version: adaptation and transcultural validation for Portugal and Brazil. Psicologia: Reflexão e Crítica, 26(1), 87-97. https://doi.org/10.1590/S0102-79722013000100010
Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., Nardone, G., & Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Quality and Preference, 76, 1-9. https://doi.org/10.1016/j.foodqual.2019.03.006
Carroll, B.A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
Chua, A. Y., & Banerjee, S. (2018). Intentions to trust and share online health rumors: An experiment with medical professionals. Computers in Human Behavior, 87, 1-9. https://doi.org/10.1016/j.chb.2018.05.021
Côrtes, P.L., Dias, A.G., Fernandes, M.E.D.S.T., Pamplona, J., & Vieira, M. (2016). Comportamento ambiental: estudo comparativo entre estudantes brasileiros e portugueses. Ambiente & Sociedade, 19(3), 113-134. https://doi.org/10.1590/1809-4422ASOC139099V1932016
Eisenberg, N. (2013). The development of prosocial behavior. Academic Press.
Falanga, R., & Lüchmann, L. H. H. (2020). Participatory budgets in Brazil and Portugal: Comparing patterns of dissemination. Policy Studies, 41(6), 603-622. https://doi.org/10.1080/01442872.2019.1577373
Feldman-Bianco, B. (2001). Brazilians in Portugal, Portuguese in Brazil: constructions of sameness and difference. Identities Global Studies in Culture and Power, 8(4), 607-650. https://doi.org/10.1080/1070289X.2001.9962710
Félix Neto, Conceição-Pinto, M., & Furnham, A. (2012). Sex and culture similarities and differences in long-term partner preferences. Journal of Relationships Research, 3, 57-66. https://doi.org/10.1017/jrr.2012.4
Fielding, K.S., Terry, D.J., Masser, B.M., Bordia, P, & Hogg, M.A. (2005). Explaining landholders' decisions about riparian zone management: The role of behavioural, normative, and control beliefs. Journal of environmental management, 77(1), 12-21. https://doi.org/10.1016/j.jenvman.2005.03.002
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley, Reading, MA.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
Gabriel, U., & Greve, W. (2003). The psychology of fear of crime. Conceptual and methodological perspectives. British Journal of Criminology, 43(3), 600-614. https://doi.org/10.1093/bjc/43.3.600
Garay, L., Font, X., & Corrons, A. (2019). Sustainability-oriented innovation in tourism: An analysis based on the decomposed theory of planned behavior. Journal of Travel Research, 58(4), 622-636. https://doi.org/10.1177/0047287518771215
Gibson, L. P., Magnan, R. E., Kramer, E. B., & Bryan, A. D. (2021). Theory of Planned Behavior Analysis of Social Distancing During the COVID-19 Pandemic: Focusing on the Intention–Behavior Gap. Annals of Behavioral Medicine, 55(8), 805-812. https://doi.org/10.1093/abm/kaab041
Gondim, S.M.G., Álvaro-Estramiana, J.L., Pereira, C.R., Camino, L., Torres, A.R., Garrido-Luque, A., Techio E.M., Barreiros, J.A., Lorente-Clemares, R., & Alonso-Flores, P.E. (2018). Intergroup emotions, perceived threats and hostility against foreigners: Comparing Brazil, Portugal, and Spain. Trends in Psychology, 26(1), 167-182. https://doi.org/10.9788/TP2018.1-07
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2009). Multivariate data analysis. Pearson.
Haryanto, J.O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020-4032. https://doi.org/10.1016/j.jbusres.2016.06.013
Horng, S.M., Lee, Y.Y., & Wu, C.L. (2016). A study of the paying behavior for subscribing social network sites. Computer Communications, 73(1), 282-290. https://doi.org/10.1016/j.comcom.2015.08.014
Jayanti, R.K., & Burns, A.C. (1998). The antecedents of preventive health care behavior: An empirical study. Journal of the academy of marketing science, 26(1), 6-15. https://doi.org/10.1177/0092070398261002
Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior. International Journal of Hospitality Management, 34(9), 255-262. https://doi.org/10.1016/j.ijhm.2013.04.004
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132
Lascu, D.N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12. https://doi.org/10.1080/10696679.1999.11501836
Lima, L. (2020). Coronavírus: 5 estratégias de países que estão conseguindo conter o contágio. Retrieved from https://www.bbc.com/portuguese/internacional-51937888.
Mannetti, L., Pierro, A., & Livi, S. (2004). Recycling: Planned and self-expressive behavior. Journal of environmental psychology, 24(2), 227-236. https://doi.org/10.1016/j.jenvp.2004.01.002
Marôco, J. (2010). Análise de equações estruturais: Fundamentos teóricos, software & aplicações, ReportNumber, Lda.
Mishra, A., & Samu, S. (2021). Impact of fake news on social image perceptions and consumers’ behavioral intentions. Journal of Consumer Marketing, 38(6), 601-613. https://doi.org/10.1108/JCM-05-2020-3857
Morren, M., & Grinstein, A. (2021). The cross-cultural challenges of integrating personal norms into the Theory of Planned Behavior: A meta-analytic structural equation modeling (MASEM) approach. Journal of Environmental Psychology, 75, 101593. https://doi.org/10.1016/j.jenvp.2021.101593
Mussen, P., & Eisenberg, N. (1977). Roots of caring, sharing, and helping: The development of pro-social behavior in children. WH Freeman.
Nagaraj, S. (2020). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59(3), 1-8. https://doi.org/10.1016/j.jretconser.2020.102423
Our world in data. (2021). Coronavirus (COVID-19) Deaths. Retrieved from https://ourworldindata.org/covid-deaths.
Park, J., Ahn, J., & Yoo, W. S. (2017). The effects of price and health consciousness and satisfaction on the medical tourism experience. Journal of Healthcare Management, 62(6), 405-417. https://doi.org/10.1097/JHM-D-16-00016
Photcharoen, C., Chung, R., & Sann, R. (2020). Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products. International Business Research, 13(8), 100-106. https://doi.org/10.5539/ibr.v13n8p100
Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., & Seneta, J. A. (2020). Factors affecting perceived effectiveness of COVID-19 prevention measures among Filipinos during enhanced community quarantine in Luzon, Philippines: Integrating Protection Motivation Theory and extended Theory of Planned Behavior. International journal of infectious diseases, 99, 312-323. https://doi.org/10.1016/j.ijid.2020.07.074
Primmer, E., & Karppinen, H. (2010). Professional judgment in non-industrial private forestry: Forester attitudes and social norms influencing biodiversity conservation. Forest Policy and Economics, 12(2), 136-146. https://doi.org/10.1016/j.forpol.2009.09.007
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38. https://doi.org/10.1509/jppm.30.1.31
Pu, B., Zhang, L., Tang, Z., & Qiu, Y. (2020). The relationship between health consciousness and home-based exercise in China during the COVID-19 pandemic. International journal of environmental research and public health, 17(16), 5693. https://doi.org/10.3390/ijerph17165693
Rippé, C. B., Weisfeld-Spolter, S., Yurova, Y., & Kemp, A. (2021). Pandemic Pedagogy for the New Normal: Fostering Perceived Control During COVID-19. Journal of Marketing Education, 43(2), 260-276. https://doi.org/10.1177/0273475320987287
Severo, E. A., De Guimarães, J. C. F., & Dellarmelin, M. L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of Cleaner Production, 286, 124947. https://doi.org/10.1016/j.jclepro.2020.124947
Spash, C.L., Urama, K., Burton, R., Kenyon, W., Shannon, P., & Hill, G. (2009). Motives behind willingness to pay for improving biodiversity in a water ecosystem: Economics, ethics and social psychology. Ecological Economics, 68(4), 955-964. https://doi.org/10.1016/j.ecolecon.2006.09.013
Sumaedi, S., Bakti, I. G. M. Y., Rakhmawati, T., Widianti, T., Astrini, N. J., Damayanti, S., Massijaya, M. A., & Jati, R. K. (2020). Factors influencing intention to follow the “stay at home” policy during the COVID-19 pandemic. International Journal of Health Governance, 26(1), 13-27. https://doi.org/10.1108/IJHG-05-2020-0046
Taylor, S., & Todd, P. (1995b). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International journal of research in marketing, 12(2), 137-155. https://doi.org/10.1016/0167-8116(94)00019-K
Taylor, S., & Todd, P.A. (1995a). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176. https://doi.org/10.1287/isre.6.2.144
Toledo, L.F. (2020). Isolamento social caiu em 25 de 27 estados entre março e abril. Retrieved from https://www.cnnbrasil.com.br/nacional/2020/04/24/isolamento-social-caiu-em-25-de-27-estados-entre-marco-e-abril.
Tsai, J.M., Hung, S.W., & Yang, T.T. (2020). In pursuit of goodwill? The cross-level effects of social enterprise consumer behaviours. Journal of Business Research, 109(4), 350-361. https://doi.org/10.1016/j.jbusres.2019.11.051
Turino, F., Filippon, J., Sodré, F., & Siqueira, C. E. (2021). Reinventing Privatization: A Political Economic Analysis of the Social Health Organizations in Brazil. International Journal of Health Services, 51(1), 90-100. https://doi.org/10.1177/0020731420961286
Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Vitorino, L. M., Sousa, L. M. M., Trzesniak, C., Valentim, O. M. S., Yoshinari Júnior, G. H., José, H. M. G., & Lucchetti, G. (2021). Mental health, quality of life and optimism during the covid-19 pandemic: a comparison between Brazil and Portugal. Quality of Life Research, 1-13. https://doi.org/10.1007/s11136-021-03031-9
Wang, X., Chao, F., Yu, G., & Zhang, K. (2022). Factors influencing fake news rebuttal acceptance during the COVID-19 pandemic and the moderating effect of cognitive ability. Computers in Human Behavior, 130, 1-23. https://doi.org/10.1016/j.chb.2021.107174
Wang, Y., John, D.R., & Griskevicious, V. (2020). Does the devil wear Prada? Luxury product experiences can affect prosocial behavior. International Journal of Research in Marketing, In press. https://doi.org/10.1016/j.ijresmar.2020.04.001
White, K., Habib, R., & Hardisty, D.J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49. https://doi.org/10.1177/0022242919825649
World Health Organization (WHO). (2020). Coronavirus disease (COVID-19) advice for the public. Retrieved from https://www.who.int/emergencies/diseases/novel-coronavirus-2019/advice-for-public.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96(1), 122-128. https://doi.org/10.1016/j.appet.2015.09.017
Yousafzai, S.Y., Foxall, G.R., & Pallister, J.G. (2010). Explaining internet banking behavior: theory of reasoned action, theory of planned behavior, or technology acceptance model?. Journal of applied social psychology, 40(5), 1172-1202. https://doi.org/10.1111/j.1559-1816.2010.00615.x
Zheng, L., Miao, M., & Gan, Y. (2020). Perceived control buffers the effects of the COVID‐19 pandemic on general health and life satisfaction: The mediating role of psychological distance. Applied Psychology: Health and Well‐Being, 12(4), 1095-1114. https://doi.org/10.1111/aphw.12232
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2022 Lucas Lopes Ferreira Souza, José Sarto Freire Castelo, Arnaldo Fernandes de Matos Coelho
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Resumo 811
- PDF (English) 463
