Dissonância cognitiva e consumo sustentável: uma revisão sistemática da literatura

Adilson Mueller, Cláudio Damacena, Felipe Vidor Vaz

Resumo


O estudo da teoria da dissonância cognitiva relacionada ao consumo sustentável é relativamente escasso. Nesse sentido, este artigo busca identificar e descrever as diferentes formas utilizadas pelas pessoas para lidar com a inconsistência entre atitudes e comportamentos relacionadas ao consumo sustentável. Para atender ao objetivo da pesquisa, utilizou-se o método da revisão sistemática da literatura. Os resultados evidenciam que as pessoas tendem a lidar com a tensão gerada pela dissonância cognitiva em relação ao consumo sustentável por meio do comprometimento, influência social, feedback, informações sobre produtos sustentáveis, negação e supressão de culpa, compensação, justificação, normas morais, benefícios percebidos versus custos/barreiras e semelhança comportamental. Esses achados aprofundam o entendimento de que substituir, esquecer ou adquirir novas cognições resolvem a dissonância e especificam detalhadamente um conjunto de justificativas presentes no comportamento do consumidor ao lidar com o fenômeno.

Palavras-chave


Dissonância cognitiva; Consumo sustentável; Comportamento do consumidor

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Referências


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DOI: https://doi.org/10.20397/2177-6652/2018.v18i1.1221

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