Consumo não saudável : uma análise dos antecedentes do consumo de emagrecedores por mulheres

Abstract

In recent years, healthy habits and health care concern has received attention in mar-keting research, because this topics have a important relation with consume. This study ana-lyzed the antecedents of intention to use slimming products. Consume slimming products are an unhealthy way to lose weight and a risk to consumer health. To achieve this goal, was exe-cuted a research in two stages: quantitative phase, which tested a model of antecedents and moderators of the intention to use slimming products by survey, cross-sectional, with conven-ience sample (n= 206) and results analysis with the PLS-PM technique. The second step was a qualitative phase with the objective of understand possible reasons of self-esteem, impulsivity and age did not moderate the relations like a theoretical prediction. Interviews were conducted with 12 users of slimming products that were analyzed with content analysis technique and generated an alternative model. The main results indicated the body dissatisfaction, appear-ance concern and health care concern are antecedents of the intention to use slimming prod-ucts. Self-esteem, impulsivity and age can not be considered moderators of the relations like a theoretical prediction and product dissatisfaction is a potential antecedent of intent to use slimming products.