português português: Transformative Consumer Research (TCR) in the evolution of consumer behavior

Abstract

Este ensaio teórico tem como objetivo apresentar estudos sobre a relação da pesquisa transformativa do consumidor na evolução do comportamento do consumidor. Como método este estudo caracteriza-se como artigo teórico exploratório/descritivo, com pesquisa documental e bibliográfica. Para o embasamento teórico dos estudos sobre comportamento do consumidor e pesquisa transformativa do consumidor foram escolhidos os textos utilizados na Web Of Science de janeiro a junho 2022. A análise foi realizada fazendo uma discussão sobre a relação entre os temas comportamento do consumidor e pesquisa transformativa do consumidor. Os dados evidenciam que, apesar do campo apresentar diversas teorias, o paradigma positivista continua ser o preponderante. Porém, observa-se estudos que se enquadram em outras correntes epistemológicas como a pluralidade de teorias e métodos, nos quais vêm a Pesquisa Transformativa do Consumidor-TCR na pós-modernidade. Conclui-se, portanto, que objetivo foi atingido, no entanto, ainda precisam de mais estudos sobre a TCR e o comportamento do consumidor, gerando perspectivas futuras sobre as temáticas. Palavras-Chave: Comportamento do Consumidor. Pesquisa Transformativa do Consumidor. Epistemologia.   Abstract: This theoretical essay aims to present studies on the relationship between transformative consumer research and the evolution of consumer behavior. As a method, this study is characterized as an exploratory/descriptive theoretical article, with documentary and bibliographical research. For the theoretical basis of studies on consumer behavior and transformative consumer research, the texts used in the Web Of Science January–June 2022 were chosen. The analysis was carried out by discussing the relationship between the themes of consumer behavior and transformative consumer research. The data show that, despite the field presenting several theories, the positivist paradigm continues to be the predominant one. However, there are studies that fit into other epistemological currents such as the plurality of theories and methods, in which the Transformative Consumer Research-TCR in post-modernity. It is concluded, therefore, that the objective was achieved, however, further studies on TCR and consumer behavior are still needed, generating future perspectives on the themes. Keywords: Consumer Behavior. Transformative Consumer Research. Epistemology.This theoretical essay aims to present studies on the relationship between transformative consumer research and the evolution of consumer behavior. As a method, this study is characterized as an exploratory/descriptive theoretical article, with documentary and bibliographical research. For the theoretical basis of studies on consumer behavior and transformative consumer research, the texts used in the Web Of Science were chosen. The analysis was carried out by discussing the relationship between the themes of consumer behavior and transformative consumer research. The data show that, despite the field presenting several theories, the positivist paradigm continues to be the predominant one. However, there are studies that fit into other epistemological currents such as the plurality of theories and methods, in which the Transformative Consumer Research-TCR in post-modernity. It is concluded, therefore, that the objective was achieved, however, further studies on TCR and consumer behavior are still needed, generating future perspectives on the themes.Este ensayo teórico tiene como objetivo presentar estudios sobre la relación entre la investigación transformadora del consumidor y la evolución del comportamiento del consumidor. Como método, este estudio se caracteriza por ser un artículo teórico exploratorio/descriptivo, con investigación documental y bibliográfica. Para la base teórica de los estudios sobre el comportamiento del consumidor y la investigación del consumidor transformador, se eligieron los textos utilizados en Web Of Science. El análisis se llevó a cabo discutiendo la relación entre los temas del comportamiento del consumidor y la investigación transformadora del consumidor. Los datos muestran que, a pesar de que el campo presenta varias teorías, el paradigma positivista sigue siendo el predominante. Sin embargo, existen estudios que se encuadran en otras corrientes epistemológicas como la pluralidad de teorías y métodos, en los que destaca la Investigación Transformativa del Consumidor-TCR en la posmodernidad. Se concluye, por tanto, que el objetivo fue alcanzado, sin embargo, aún son necesarios más estudios sobre TCR y comportamiento del consumidor, generando perspectivas futuras sobre los temas