O público LGBTQ+ e a compra de produtos locais

Jordana Soares de Lira; Omero Galdino da Silva Júnior; João Henriques de Sousa Júnior

doi:10.23925/2178-0080.2022v24i2.53116

Authors

Jordana Soares de Lira Universidade Federal de Pernambuco
Omero Galdino da Silva Júnior Universidade Federal de Pernambuco
João Henriques de Sousa Júnior Universidade Federal de Santa Catarina

DOI:

https://doi.org/10.23925/2178-0080.2022v24i2.53116

Keywords:

consumer behavior, gay audience, local brands

Abstract

This study aimed to identify the factors that influence the buying behavior of local brands by the homoaffective consumer. This research has a descriptive quantitative character and uses non-probabilistic sampling. We collected data through an online survey. The data were analyzed using statistical software, enabling descriptive analyzes and the relationship between the variables. The results show that, although homoaffective consumers have a consumption behavior aimed at global brands, there is an intention to consume a local brand due to a socially responsible consumption posture, through which social aspects become more relevant and decisive, time of purchase.

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Author Biographies

Jordana Soares de Lira, Universidade Federal de Pernambuco

Mestra em Administração pelo Programa de Pós-Graduação em Gestão, Inovação e Consumo (PPGIC/UFPE), Bacharela em Administração (UFPE/CAA).

Omero Galdino da Silva Júnior, Universidade Federal de Pernambuco

Mestrando no Programa de Pós-Graduação em Gestão, Inovação e Consumo (PPGIC/UFPE)

João Henriques de Sousa Júnior, Universidade Federal de Santa Catarina

Doutorando em Administração (UFSC), Mestre em Administração (UFPE), Especialista em Gestão Pública (IFPE), Bacharel em Administração (UFPE).

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