Comportamento de consumo xenocentrista : a influência da cultura sob a perspectiva dos valores humanos

Abstract

The preference of consumers for the consumption of foreign products rather than those produced in their own country has been increasing significantly. The xenocentric consumers perceive this preference, motivated by the perception of inferiority of the national products and by the search of social aggrandizement, through the consumption of foreign products. It should be noted that this behavior is even more latent among wine consumers, since in Brazil, in 2017, about 40% of the total consumption of wines and sparkling wines was imported. The literature points out that culture, from the perspective of human values, can be a variable that can elucidate the understanding of this consumer preference. In this sense, the present dissertation, based on three studies, aimed to analyze the influence of culture, from the perspective of human values, on the behavior of xenocentrist consumption. For this, studies 1 and 2 aimed to validate the scale of consumer xenocentrism for the Brazilian context and study 3 evaluated the effect of the dimensions of Openness to change, Conservation, Self-enhancement and Self-transcendence on xenocentric consumption behavior. The results showed, initially, that the scale is reliable and valid for the Brazilian reality. In addition, it is also worth mentioning that the results of the predictive analysis indicated a positive relationship between C-XENSCALE and the probability of buying wines from Chile and Argentina, demonstrating that the xenocentrist consumption behavior explains the intentions of buying the wine because of its origins. It was also observed that the Openness to Change dimension positively influences xenocentric consumer behavior suggesting that consumers prefer to consume foreign wines in search of new experiences, for example. Consumers also believe that foreign wines are superior to national wines and that, by consuming them, improve their perceived social status. In addition, it was verified that the other dimensions do not have influence on this type of behavior. This result suggests that other aspects, other than cultural ones, may be influencing this behavior of xenocentric consumption.