Padrões de consumo de adultos jovens na cidade de México
DOI:
https://doi.org/10.32719/25506641.2022.12.10Palavras-chave:
Consumo sustentável, segmentação, comportamento do consumidor, padrões de consumo, análises de agrupamentoResumo
Por causa da compreensão aumentada dos consumidores sob o desafio ambiental, as últimas duas décadas viram um acrescentamento exponencial das pesquisas do consumo sustentável (CS), especialmente nos países mais desarrolhados. A maioria de estudos do tema se focalizaram na exploração, categorização e ou modelamento do fenômeno, e se desarrolharam ao redor dessas regiões. Não obstante, em mercados emergentes, os consumidores estão preocupados com a sustentabilidade e, consequentemente, é necessário incluir ela no rango do estudo. Assim, o estudo está focalizado na população de adultos jovens em Cidade de México para explorar os padrões de comportamento e critérios de segmentação em relação com CS. O estudo está baseado em uma análise com segmentação usando o algoritmo K-means, derivado de um questionário quantitativo de 248 sujeitos com idades entre 20 e 34 anos e habitantes de Cidade de México. A análise de agrupamento ajudou a identificar cinco grupos de padrões de CS, baseados em 4 fatores chave de CS: cultura, políticas públicas, problemas socioambientais, preferência de canais
alternativos, práticas sustentáveis não monetárias, consumo colaborativo e transporte sustentável. O valor de esse estudo exploratório inclui a provisão de nova informação sob as caraterísticas para determinar grupos diferenciados de consumidores baseados em CS nos adultos jovens de Cidade de México.
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