Transformação do mercado imobiliário nas grandes cidades: dos apartamentos pequenos ao surgimento dos microapartamentos

Pedro Paulo Santos Cavalcante; Siliane Ferrari; Keloane Mendes da Silva; Evandro luiz Lopes

doi:10.5585/2025.25812

Authors

Pedro Paulo Santos Cavalcante Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0009-0001-3374-8950
Siliane Ferrari Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0000-0003-3194-0882
Keloane Mendes da Silva Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0009-0006-5886-5105
Evandro luiz Lopes Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0000-0002-2780-4215

DOI:

https://doi.org/10.5585/2025.25812

Keywords:

Teoria das transições demográficas, Teoria do ciclo de vida familiar, Comportamento de consumo, Arranjos domiciliares e microapartamentos

Abstract

Objetivo do estudo: O objetivo deste estudo é analisar como as regulamentações municipais, em conjunto com as mudanças nos arranjos familiares, têm impulsionado o surgimento de apartamentos menores e microapartamentos nas grandes cidades, utilizando Londres, Nova York, São Francisco e São Paulo como estudos de caso.

Metodologia/abordagem: Foi realizada uma análise qualitativa das leis de zoneamento dessas quatro cidades, complementada por uma análise de conteúdo de reportagens e documentos midiáticos relevantes. A escolha deste método se justifica pela necessidade de entender as influências regulatórias e sociais que moldam a oferta habitacional, algo que só pode ser compreendido melhor por meio de uma análise contextual e interpretativa dos dados.

Principais resultados: Os resultados indicam que as regulamentações municipais, juntamente com os novos comportamentos de consumo, decorrente dos novos arranjos familiares, têm impulsionado o surgimento de apartamentos cada vez menores, resultando em microapartamentos. Este novo mercado se caracteriza principalmente por indivíduos que vivem sozinhos, casais sem filhos e um mercado emergente de pessoas da terceira idade.

Contribuições teóricas/metodológicas: Este estudo contribui para a Teoria das Transições Demográficas, do Ciclo de vida da família e do Comportamento do Consumidor, ao evidenciar como a proliferação de diferentes arranjos familiares estão criando novos comportamentos de consumo, que por sua vez estão remodelando a oferta habitacional nas grandes cidades.

Relevância/originalidade: A proliferação de micro e pequenos apartamentos não foi mapeada adequadamente por estudos anteriores. utilizamos a interseção entre as Teoria das Transições Demográficas, do Ciclo de Vida Familiar e do Comportamento do Consumidos com a Lei de Zoneamento de quatro cidades. Trazendo originalidade e relevância a este estudo.

Implicações para a gestão ou sociais: Ao final, os resultados têm implicações gerenciais relevantes para os profissionais do setor imobiliário e do setor público, fornecendo uma compreensão abrangente dos novos arranjos familiares, suas novas demandas e na elaboração de políticas habitacionais adequadas aos novos formatos domiciliares.

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The transformation of the real estate market in large cities: from small apartments to the rise of micro-apartments (English)

Author Biographies

Pedro Paulo Santos Cavalcante, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

I am a professor in the undergraduate courses of Economics and Foreign Trade at SENAC São Paulo. I am PhD student in Administration at ESPM (Brazil), where I received a CAPES scholarship. I have a Master's degree in Consumer Behavior from ESPM (Brazil), a Master's degree in Economics from the University of Buenos Aires (UBA - Argentina), a Specialist's degree in Finance from the Catholic University of Argentina (UCA - Argentina), a Bachelor's degree in Economics from the Federal University of Alagoas (UFAL - Brazil) and a Bachelor's degree in Foreign Trade from the Faculty of Technology of Alagoas (FAT - Brazil).

Siliane Ferrari, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Ph.D. Candidate in the Graduate Program in Business Administration at ESPM, with a research focus on Innovation and Strategy in International Management. Holds a Master’s degree in Business Administration from the Graduate Program in Business Administration at FURB, where she conducted research on family entrepreneurial education in the context of necessity entrepreneurship. Holds a Bachelor’s degree in Managerial Processes from Centro Universitário de Brusque (SC). Full CAPES scholarship recipient.

Keloane Mendes da Silva, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Bachelor’s degree in Social Communication with a major in Advertising and Publicity from the Federal University of Goiás, including two semesters of international academic exchange at the Polytechnic Institute of Bragança in Portugal. Post-graduate certificates in Marketing Management & Consumer Analysis (UFG) and People Management & Leadership (FGV). Completed a Professional Master’s in Consumer Behavior at ESPM, researching the motivations behind green-cosmetics consumption in Brazil. Brings 10+ years of experience in advertising, focusing on Strategic Planning, Digital Media, and Influencer Marketing. Key interests: Consumer Behavior, Digital Marketing, Conscious Consumption, Sustainability, and Strategy.

Evandro luiz Lopes, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Associate Professor in Marketing from the Federal University of São Paulo, Postdoctoral in Administration (Marketing) from the Center for Graduate Studies and Research in Administration (CEPEAD) at the Federal University of Minas Gerais (2016). Holds a Ph.D. in Administration (Marketing) from the Graduate Program in Administration (PPGA) at Universidade Nove de Julho (2010) and a Master’s degree in Administration (Marketing) from the same institution (2007). Between 2012 and 2019, he served as Scientific Editor of the Revista Brasileira de Marketing (ReMark) / Brazilian Journal of Marketing (2014-2019). Currently, he is an Associate Editor of the Revista de Administração Mackenzie (RAM), an Associate Editor of Electronic Commerce Research, and a member of the Editorial Board of the Marketing Strategy Journal. He has also been the Editor-in-Chief of Retail Management Review (RMR) since 2021. Presently, he is a Full Professor at ESPM – Escola Superior de Propaganda e Marketing, working in the Graduate Program in Administration (PPGA) (academic Master’s and Ph.D.) and the Graduate Program in Consumer Behavior (PPGCC) (professional Master’s and Ph.D.), teaching courses in Quantitative Methods and Experimental Design & Analysis. He also serves as an Adjunct Professor at EPPEN – Escola Paulista de Política, Economia e Negócios of the Federal University of São Paulo, teaching Consumer Behavior and Marketing Research. He coordinates research projects funded by CNPq, where he also holds a Research Productivity Grant, and serves as a reviewer for renowned academic journals. His research interests focus on purchase decision-making and brand evaluation within the context of consumer behavior.

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Transformação do mercado imobiliário nas grandes cidades: dos apartamentos pequenos ao surgimento dos microapartamentos

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Author Biographies

Pedro Paulo Santos Cavalcante, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Siliane Ferrari, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Keloane Mendes da Silva, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Evandro luiz Lopes, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

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