Equilíbrio de Vida Pessoal e Espiritual Durante a COVID-19: Segmentação e Suas Relações com Materialismo, Frugalidade, Bem-Estar e Emoções Positivas

Autores

  • Jussara Cucato Escola Superior de Propaganda e Marketing - ESPM, São Paulo
  • Flávio Santino Bizarrias Universidade Nove de Julho - UNINOVE, São Paulo
  • Jussara Goulart da Silva Universidade Federal de Uberlândia -UFU, Minas Gerais
  • Marlette Cassia Oliveira Ferreira Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo

DOI:

https://doi.org/10.37497/sdgs.v3igoals.3

Palavras-chave:

COVID-19, Emoções Positivas, Bem-estar, Materialismo, Frugalidade, Espiritualidade

Resumo

Objetivo: O objetivo deste estudo é analisar as relações entre consumo material, ou frugal, e a congruência entre vida pessoal e espiritual, mediado pela busca de bem-estar, gerando uma proposta de segmentação.

Método: Modelagem de Equações Estruturais e testes de regressão foram usados para análise de mediação e moderação, complementados pela Análise de Classe Latente para segmentação de amostras.

Resultados: Os resultados indicaram que o bem-estar e as emoções positivas permitem uma mediação moderada, possibilitando aos consumidores conciliar objetivos frugal e material com uma vida equilibrada, individual e espiritualmente. A segmentação proposta identificou três grupos distintos com base na congruência entre vida prática e espiritual.

Conclusões: O estudo destaca a importância das emoções positivas durante crises, como a pandemia de COVID-19, para o equilíbrio de vida. Os achados sugerem que o bem-estar e as emoções positivas podem ajudar a reconciliar estilos de vida frugal e materialista, contribuindo para o equilíbrio entre a vida pessoal e espiritual.

Biografia do Autor

Jussara Cucato , Escola Superior de Propaganda e Marketing - ESPM, São Paulo

PhD student in Business Administration at Escola Superior de Propaganda e Marketing - ESPM. Master in Business Administration from the Postgraduate Program in Business Administration at Universidade Nove de Julho - UNINOVE, with emphasis on Marketing, and training at the Institut d'administration des Entreprises de Grenoble, IAE GRENOBLE, France. Bachelor of Business Administration from the same IES. He graduated in Teaching in Administration from FEA/USP. He studies consumer behavior, marketing strategies, digital marketing, international marketing and service marketing.

Flávio Santino Bizarrias, Universidade Nove de Julho - UNINOVE, São Paulo

Professor and Researcher at the Postgraduate Program in Project Management (PPGP) at Universidade Nove de Julho, stricto sensu, professor of higher education at Universidade Nove de Julho. I also work as a business consultant, applying scientific knowledge to the challenges of organizations. Post-doctorate in International Marketing from ESPM-SP. Research interests are consumer behavior, brands, dual attitudes and project marketing. 

Jussara Goulart da Silva, Universidade Federal de Uberlândia -UFU, Minas Gerais

PhD in Business Administration from Universidade Nove de Julho (UNINOVE). He holds a Bachelor's degree in General Business Administration from the Educational Institute of Assis (IEDA), a Specialist in Marketing Management from the Eurípides Soares da Rocha Foundation (UNIVEM) and a Master's in Administration from the Federal University of Paraná (UFPR). She is currently coordinator and professor at the Federal University of Uberlândia (UFU) in the Administration course at the Faculty of Administration, Accounting Sciences, Production Engineering and Social Service (FACES), working in the Marketing area. She is a collaborating professor at the Graduate Program in Administration (stricto-sensu) at the Federal University of Uberlândia (UFU) in the master's degree in Administration. She is an associate editor of BJMkt (Brazilian Journal of Marketing).

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo

 PhD in Business Administration from Universidade Nove de Julho (UNINOVE). Interdisciplinary Master in Administration, Communication and Education. Bachelor of Social Communication Qualification in Publicity and Propaganda; Bachelor in General Administration; Degree in Pedagogy. Today she is a professor at the Federal Institute of Education, Science and Technology of São Paulo - Caraguatatuba. He has experience in the area of ​​Administration, with an emphasis on Administration and Marketing, working mainly on the following topics: marketing, crowding, tourism, retail

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Publicado

2022-05-21

Como Citar

Cucato , J., Bizarrias, F. S., Goulart da Silva, J., & Ferreira, M. C. O. (2022). Equilíbrio de Vida Pessoal e Espiritual Durante a COVID-19: Segmentação e Suas Relações com Materialismo, Frugalidade, Bem-Estar e Emoções Positivas. SDGs Studies Review , 3(goals), e0417. https://doi.org/10.37497/sdgs.v3igoals.3

Edição

v. 3 (2022): Jan./Dec. (Continuous Publication)

Seção

Articles

Licença

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.