O Papel do Marketing no Bem-Estar do Consumidor: Analisando Dicotomias

Cleber Cervi, Daniel Knebel Baggio, Juliana da Fonseca Capsa Lima Sausen

Resumo


Frequentemente, as pessoas criticam as práticas do marketing por acreditarem que elas não são éticas e que não estimulam o bem-estar dos consumidores. A partir desta crítica, este artigo analisa como a disciplina de marketing tem tratado o tema do bem-estar do consumidor nos últimos anos. Através de uma reflexão teórica, este trabalho propõe uma comparação das dicotomias micro e macromarketing versus bem-estar econômico e bem-estar sustentável, sendo possível posicionar o papel do marketing em duas perspectivas diferentes e entender como o consumo influencia esse processo. Nota-se que essas perspectivas estão posicionadas em lógicas de consumo distintas e que a ideologia do consumo molda o entendimento dominante sobre bem-estar dos consumidores. O artigo apresenta a necessidade de uma postura dos pesquisadores de marketing no sentido de integrar as visões e os objetivos do micro e do macromarketing, oferecendo para a sociedade pesquisas que contemplem benefícios para as organizações e os consumidores.


Palavras-chave


Macromarketing; Micromarketing; Bem-Estar Econômico; Bem-Estar Sustentável; Consumo

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DOI: https://doi.org/10.18256/2237-7956.2020.v10i1.3602

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