Transformações mercadológicas: análise do consumidor vegano e não vegano na comunicação

Abstract

The digital revolution brought about by the internet has led people to change their purchasing behavior and to observe marketing communication in a unique way. Thus, digital media have become an important tool in the search for information. Increased access to information through social media platforms, or through marketing campaigns within them, has given greater visibility to social and environmental issues and, consequently, the transformations they can generate in the world. Among these movements, it is worth highlighting veganism, a lifestyle with greater emphasis in the 21st century. Therefore, this study sought to analyze the most appropriate communication strategies for engaging vegan consumers. To achieve this objective, the study was supported by two theories: Theory of Basic Human Values ​​and the Theory of Norm Activation, both presented by Shalom H. Schwartz. In order to meet the proposed objective, the methodological procedures were guided by an exploratory and qualitative research, carried out with 12 participants, six vegans and six non-vegans. The study indicated that personal values ​​and moral standards are relevant criteria for analyzing the effectiveness of rational and emotional marketing communication. Furthermore, through the research proposals it was possible to clarify that emotional appeal communication has a positive relationship with collective benefit, altruism and the adoption of veganism when linked to animal empathy and environmental issues. On the other hand, rational appeal communication has a positive relationship with self-benefit and the adoption of veganism when focused on health issues. Regarding basic human values, the vegan public was classified in the sphere of self-transcendence, conservation and openness to change, and was not guided solely by the sphere of self-promotion. On the other hand, the non-vegan public is inserted in the sphere of self-transcendence, conservation and self-promotion, not being connected to the values ​​of openness to change.