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Anticonsumismo no marketing digital: Influência na reputação da marca
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Resumo(s)
Nos últimos anos, o crescente ativismo das marcas no contexto digital, aliado à crescente exigência dos consumidores por práticas éticas, tem impulsionado novas estratégias de posicionamento organizacional. Entre estas, destaca-se o anticonsumismo como forma de ativismo de marca, desafiando a lógica tradicional de incentivo ao consumo e procura demonstrar coerência com valores como sustentabilidade e responsabilidade social.
Esta investigação procura compreender como os consumidores avaliam a autenticidade do posicionamento anticonsumista adotado por marcas no ambiente digital e analisar de que modo essa perceção afeta a reputação da marca e, por consequência, atitudes como a lealdade, a recomendação positiva e a predisposição para pagar um valor superior.
Para tal, foi desenvolvido um modelo conceptual suportado por revisão da literatura recente, e aplicado um inquérito por questionário com escalas adaptadas de estudos anteriores. O questionário foi distribuído junto de consumidores portugueses e os dados recolhidos analisados com recurso a métodos estatísticos, como análise descritiva, regressão linear e mediação, permitindo testar empiricamente as hipóteses formuladas.
Este estudo pretende contribuir para o debate em torno do ativismo de marca e a sua autenticidade, oferecendo implicações teóricas e práticas relevantes tanto para a academia como para os profissionais de marketing. A validação do modelo permitirá compreender de que forma o anticonsumismo pode ser uma ferramenta estratégica na construção de reputação e fidelização de consumidores, desde que percebido como genuíno.
In recent years, the growing activism of brands in the digital context, combined with increasing consumer demands for ethical practices, has driven the emergence of new organizational positioning strategies. Among these, anti-consumption stands out as a form of brand activism that challenges the traditional logic of promoting consumption and seeks to align with values such as sustainability and social responsibility. This research aims to understand how consumers evaluate the authenticity of the anti-consumption positioning adopted by brands in digital environments and to analyze how this perception affects brand reputation and, consequently, behaviors such as loyalty, positive word-of-mouth, and willingness to pay a premium price. To achieve this, a conceptual model was developed based on a review of recent literature, and a survey was conducted using a questionnaire with scales adapted from previous studies. The questionnaire was distributed among Portuguese consumers, and the collected data were analyzed using statistical methods such as descriptive analysis, linear regression, and mediation analysis, allowing for empirical testing of the proposed hypotheses. This study aims to contribute to the debate on brand activism and its authenticity, offering both theoretical and practical implications for academia and marketing professionals. The model's validation will provide insights into how anti-consumption can serve as a strategic tool in building brand reputation and consumer loyalty, provided it is perceived as genuine.
In recent years, the growing activism of brands in the digital context, combined with increasing consumer demands for ethical practices, has driven the emergence of new organizational positioning strategies. Among these, anti-consumption stands out as a form of brand activism that challenges the traditional logic of promoting consumption and seeks to align with values such as sustainability and social responsibility. This research aims to understand how consumers evaluate the authenticity of the anti-consumption positioning adopted by brands in digital environments and to analyze how this perception affects brand reputation and, consequently, behaviors such as loyalty, positive word-of-mouth, and willingness to pay a premium price. To achieve this, a conceptual model was developed based on a review of recent literature, and a survey was conducted using a questionnaire with scales adapted from previous studies. The questionnaire was distributed among Portuguese consumers, and the collected data were analyzed using statistical methods such as descriptive analysis, linear regression, and mediation analysis, allowing for empirical testing of the proposed hypotheses. This study aims to contribute to the debate on brand activism and its authenticity, offering both theoretical and practical implications for academia and marketing professionals. The model's validation will provide insights into how anti-consumption can serve as a strategic tool in building brand reputation and consumer loyalty, provided it is perceived as genuine.
Descrição
Palavras-chave
Anticonsumismo Marketing digital Reputação da marca Autenticidade Ativismo de marca Lealdade Anti-consumerism Digital Marketing Brand Reputation Brand Authenticity Brand Activism Loyalty