Systematic Overview of Gender in Consumer Research: Foundations and Future Paths: en

Manoel Bastos Gomes Neto; Lucas Emmanuel Nascimento Silva; Rebeca da Rocha Grangeiro

doi:10.23925/2178-0080.2022v24i2.53168

Autores

Manoel Bastos Gomes Neto Universidade Federal do Cariri
Lucas Emmanuel Nascimento Silva
Rebeca da Rocha Grangeiro Universidade Federal do Cariri https://orcid.org/0000-0002-9292-2648

DOI:

https://doi.org/10.23925/2178-0080.2022v24i2.53168

Palavras-chave:

gênero, pesquisa de consumo, revisão da literatura

Resumo

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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Biografia do Autor

Lucas Emmanuel Nascimento Silva

Universidade Federal do Cariri

Rebeca da Rocha Grangeiro, Universidade Federal do Cariri

Professora Adjunta III da Universidade Federal do Cariri (desde 2009), lotada no Centro de Ciências Sociais Aplicadas.

Doutora em Psicologia Organizacional e do Trabalho pela Universidade Federal da Bahia (2015), com doutorado sanduíche na Université Paris-Descartes.

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