Perfis maternos explicativos da intenção de compra de produtos de segunda mão para filhos

Abstract

Second-hand consumption has been growing in recent decades in Brazil and internationally. This growth results from economic issues, the increased discussion on sustainability, the expansion of sales channels, new technologies and communication possibilities brought by social networks, among other factors. This study specifically addresses the participation of mothers in this market, a phenomenon of increasing importance, that still lacks theorization. This empirical approach is justified by the increase in consumption of children's used products in Brazil, by the maternal representativeness in family consumption and by the lack of publications addressing second-hand specific consumer groups. Therefore, the aim of this study was to identify the maternal profiles that explain intention and non-intention to buy second-hand products for their children. With TPB and its three constructs (attitude, subjective norms, and perceived behavioral control) as its theorical axis, other constructs and demographic variables were added, which were selected in the literature for their greater explanatory potential for mothers, namely: past behavior, motivations (economic, hedonic, and critical), frugality, price consciousness, brand promotion, age, education, family income, participation in family income, and number of children. Data were collected through a questionnaire and the database of 1,177 responses was analyzed through coincidence analysis (cna), an innovative methodology which seeks configurational causal models. The results corroborate TPB and its parsimonious explanation of intention, but they show that its three constructs do not need to combine to explain them. Moreover, the results: (1) show the importance of past behavior for future intention, (2) reinforce the importance of demographic data in explanations, (3) reaffirm the primary role of economic motivations, and (4) show the complexity of combinations of the characteristics involved at the different degrees of intention among mothers. It is evident that, to understand consumers, one must consider not only the level at which the variables of interest influence results, but also how they combine to do so.