SER OU NÃO TER, EIS A QUESTÃO: UM ESTUDO SOBRE MATERIALISMO E ESTILO DE VIDA

Abstract

The role of consumption culture has been increasingly questioned as a societies' vector of happiness and well-being. The idea of renouncing the market codes imposed to the community gains emphasis in favor of the adoption of values of internal and external harmony with the environment. Thus, through a quantitative study, of bibliographical and field research order, this study sought to evaluate the impact of Materialism in Voluntary Simplicity - one of the lifestyles of Anti-consumerism - and the moderating role of Self-control and Long-Term Orientation in Bsc. students. The survey results showed a negative correlation between Voluntary Simplicity and Materialism, denying exaggerated desire of goods and possessions and overvaluation of consumption. It was suggested that Voluntary Simplicity does not have a significant relationship with Self-control or the Long Term Orientation. From the findings, it is possible to define a initial expansion of the understanding of the individual holder of one (or more) new consumption behavior profile that sees differently the world and the relationships that permeates it. It is expected that the work will stimulate future studies, allowing more complex analyzes on the behavior of Anti-consumerism and will broad the debate on the topic among Marketing scholars.