Systematic Overview of Gender in Consumer Research: Foundations and Future Paths
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DOI:
https://doi.org/10.23925/2178-0080.2022v24i2.53168Palavras-chave:
gênero, pesquisa de consumo, revisão da literaturaResumo
Este artigo tem como objetivo resumir sistematicamente a literatura disponível sobre gênero e pesquisa de consumo para avaliar seus fundamentos e o estado da arte desses trabalhos. A revisão da literatura utilizou a base de dados Scopus com aplicação de análise bibliométrica e de conteúdo. A análise de conteúdo dos artigos mais citados mostrou predominância de estudos quantitativos. Apesar do crescente interesse pelo tema, os pesquisadores ainda focam o gênero como uma variável independente e não uma categoria de análise. Portanto, é necessário entender a complexidade e as particularidades desse fenômeno. Os pesquisadores de consumidores precisam se concentrar no gênero em uma perspectiva mais ampla, investigando como as práticas de mercado ajudam a criar ambientes de gênero que ajudam a perpetuar as suas disparidades. Discutimos ainda novas direções para futuras pesquisas e desafios que a pandemia do COVID-19 trouxe para a vida do consumidor em relação ao gênero.
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