Por la belleza consciente: las razones ocultas detrás de la preferencia del consumidor por la cosmética vegana
DOI:
https://doi.org/10.5007/2175-8077.2024.e80384%20Palabras clave:
Teoría de la conducta planificada, Veganismo, Cosméticos veganos, Comportamiento del consumidor, Intención de compraResumen
Objetivo: Comprender el comportamiento de los consumidores veganos en relación a la intención de compra de cosméticos de origen vegetal, utilizando la Teoría del Comportamiento Planificado (TCP).
Metodología/enfoque: Realización de entrevistas semiestructuradas con diez mujeres veganas de diferentes estados de Brasil. Posteriormente, se realizó una investigación cualitativa y descriptiva, seguida del Análisis de Significado Central (ANS).
Originalidad/relevancia: La originalidad de este estudio radica en la aplicación de la TCP al contexto específico del comportamiento de compra de cosméticos veganos, llenando un vacío en la literatura académica. Además, la investigación destaca la creciente importancia del veganismo y la sostenibilidad en el mercado de productos de beleza.
Principales resultados: Los resultados revelaron la presencia de los tres factores principales que influyen en el comportamiento del consumidor vegano en la intención de compra: actitud, normas subjetivas y control conductual percibido. Estos factores afectan la decisión de comprar productos veganos.
Contribuciones teóricas: Las aportaciones teóricas de este estudio incluyen confirmar la relevancia del TPB en la comprensión del comportamiento del consumidor vegano, así como identificar el predominio de la actitud sobre las normas subjetivas y el control conductual percibido en la intención de compra de cosméticos veganos.
Contribución a la gestión: Este estudio aporta ideas para mejorar las estrategias de marketing dirigidas a los consumidores veganos. Al reconocer la importancia de las cuestiones éticas, medioambientales y de salud del veganismo, las organizaciones pueden desarrollar productos que se alineen con los valores de este público, promoviendo la sostenibilidad y la responsabilidad social.
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