Segmentation Based on Personal and Spiritual Life Balance During Covid-19, and Its Relations with Materialism, Frugality, Well-Being, and Positive Emotions

Jussara Cucato; Flávio Santino Bizarrias; Jussara Goulart da Silva; Marlette Cassia Oliveira Ferreira

doi:10.37497/2965-730X.SDGsReview.v2.n00sdg.pe01569

Authors

Jussara Cucato Escola Superior de Propaganda e Marketing - ESPM, São Paulo https://orcid.org/0000-0002-2805-5789
Flávio Santino Bizarrias Universidade Nove de Julho - UNINOVE, São Paulo https://orcid.org/0000-0001-5574-7820
Jussara Goulart da Silva Universidade Federal de Uberlândia -UFU, Minas Gerais https://orcid.org/0000-0003-1499-4811
Marlette Cassia Oliveira Ferreira Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo https://orcid.org/0000-0002-9506-9785

DOI:

https://doi.org/10.37497/2965-730X.SDGsReview.v2.n00sdg.pe01569

Keywords:

Covid-19, Positive emotions, Well-being, Materialism, Frugality, Spirituality

Abstract

Purpose: The objective of this study is to analyze the relationships between material, or frugal, consumption and the congruence between personal and spiritual life, mediated by the search for well-being, generating a segmentation proposal.

Methodology/approach: Structural Equation Modeling and regression tests were used for mediation and moderation analysis, complemented by Latent Class Analysis for sample segmentation

Originality/Relevance: The study pioneeringly investigates material, frugal, and wellness consumption relationships, as well as the indirect role of positive emotions with the congruence between personal and spiritual life, to propose a segmentation of consumers in a crisis situation.

Key findings: The results indicated that well-being and positive emotions allow for moderate mediation, enabling consumers to reconcile both frugal and material goals with a balanced life, individually and spiritually. The proposed segmentation identified three distinct groups based on congruence between practical and spiritual life.

Theoretical/methodological contributions: The study advances the understanding of heterogeneous consumer profiles in crisis situations, proposing to practitioners and policymakers to better know the profile of consumers in a health crisis. Methodologically the study combines structural equation modeling, mediation and moderation analysis, and latent class analysis to reach the study’s objective.

Downloads

Download data is not yet available.

Author Biographies

Jussara Cucato , Escola Superior de Propaganda e Marketing - ESPM, São Paulo

PhD student in Business Administration at Escola Superior de Propaganda e Marketing - ESPM. Master in Business Administration from the Postgraduate Program in Business Administration at Universidade Nove de Julho - UNINOVE, with emphasis on Marketing, and training at the Institut d'administration des Entreprises de Grenoble, IAE GRENOBLE, France. Bachelor of Business Administration from the same IES. He graduated in Teaching in Administration from FEA/USP. He studies consumer behavior, marketing strategies, digital marketing, international marketing and service marketing.

Flávio Santino Bizarrias, Universidade Nove de Julho - UNINOVE, São Paulo

Professor and Researcher at the Postgraduate Program in Project Management (PPGP) at Universidade Nove de Julho, stricto sensu, professor of higher education at Universidade Nove de Julho. I also work as a business consultant, applying scientific knowledge to the challenges of organizations. Post-doctorate in International Marketing from ESPM-SP. Research interests are consumer behavior, brands, dual attitudes and project marketing.

Jussara Goulart da Silva, Universidade Federal de Uberlândia -UFU, Minas Gerais

PhD in Business Administration from Universidade Nove de Julho (UNINOVE). He holds a Bachelor's degree in General Business Administration from the Educational Institute of Assis (IEDA), a Specialist in Marketing Management from the Eurípides Soares da Rocha Foundation (UNIVEM) and a Master's in Administration from the Federal University of Paraná (UFPR). She is currently coordinator and professor at the Federal University of Uberlândia (UFU) in the Administration course at the Faculty of Administration, Accounting Sciences, Production Engineering and Social Service (FACES), working in the Marketing area. She is a collaborating professor at the Graduate Program in Administration (stricto-sensu) at the Federal University of Uberlândia (UFU) in the master's degree in Administration. She is an associate editor of BJMkt (Brazilian Journal of Marketing).

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFECT, São Paulo

PhD in Business Administration from Universidade Nove de Julho (UNINOVE). Interdisciplinary Master in Administration, Communication and Education. Bachelor of Social Communication Qualification in Publicity and Propaganda; Bachelor in General Administration; Degree in Pedagogy. Today she is a professor at the Federal Institute of Education, Science and Technology of São Paulo - Caraguatatuba. He has experience in the area of Administration, with an emphasis on Administration and Marketing, working mainly on the following topics: marketing, crowding, tourism, retail

References

Almeida, F., Santos, J. D., & Monteiro, J. A. (2020). The challenges and opportunities in the digitalization of companies in a post-COVID-19 World. IEEE Engineering Management Review, 48(3), 97-103. DOI: https://doi.org/10.1109/EMR.2020.3013206

Balle, A., Soares de Oliveira, V. ., & Oliveira, M. (2022). Knowledge Sharing Behavior in Young Working College Students: A Perspective During Covid-19. Future Studies Research Journal: Trends and Strategies, 14(1), e0651. https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.651 DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.651

Belk, R. W. (1985). Materialism: Trait Aspects of Living in the Material World. Journal of Consumer Research, 12(3), 265. https://doi.org/10.1086/208515 DOI: https://doi.org/10.1086/208515

Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139. https://doi.org/10.1086/209154 DOI: https://doi.org/10.1086/209154

Castilhos, B. (2009). Frugalidade, Avaliação De Preços E Classes Sociais No Varejo De Calçados. Revista Alcance, 16(2), 162–180. https://doi.org/10.14210/alcance.v16n2.p162-180

Cohen, S. R., Mount, B. M., Strobel, M. G., & Bui, F. (1995). The McGill Quality of Life Questionnaire: a measure of quality of life appropriate for people with advanced disease. A preliminary study of validity and acceptability. Palliative medicine, 9(3), 207-219. DOI: https://doi.org/10.1177/026921639500900306

Cucato, J., Bizarrias, F., Figueiredo, J., & Strehlau, V. (2022). Empowerment of Marginalized Consumers Through Social Capital: Proposal of A Model And Profiles. Future Studies Research Journal: Trends and Strategies, 14(1), e0623. https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623 DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623

Cunha, D., Silva, J. T., & Relvas, A. P. (2014). Avaliação familiar: funcionamento e intervenção vol. 1 (1a edição). https://doi.org/http://dx.doi.org/10.14195/978-989-26-0839-6_4 DOI: https://doi.org/10.14195/978-989-26-0839-6_4

Davvetas, V., Ulqinaku, A., & Abi, G. S. (2022). Local Impact of Global Crises, Institutional Trust, and Consumer Well-Being: Evidence from the COVID-19 Pandemic. Journal of International Marketing, 30(2), 73-101. DOI: https://doi.org/10.1177/1069031X211022688

Davis, B., McLendon, J., Freeman, M., Hill, N., Loberg, J., Lester, T., & Huber, C. (1996). Satir and congruence: A response. Journal of Couples Therapy, 6(3-4), 143-148. DOI: https://doi.org/10.1300/J036v06n03_17

Di Crosta, A., Ceccato, I., Marchetti, D., La Malva, P., Maiella, R., Cannito, L., ... & Di Domenico, A. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PloS one, 16(8), e0256095. DOI: https://doi.org/10.1371/journal.pone.0256095

Diener, E., Inglehart, R., & Tay, L. (2013). Theory and validity of life satisfaction scales. Social Indicators Research, 112(3), 497-527. https://doi.org/10.1007/s11205-012-0076-y DOI: https://doi.org/10.1007/s11205-012-0076-y

Diener, E. D., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The satisfaction with life scale. Journal of personality assessment, 49(1), 71-75. DOI: https://doi.org/10.1207/s15327752jpa4901_13

Eger, L., Komárková, L., Egerová, D., & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, 102542. DOI: https://doi.org/10.1016/j.jretconser.2021.102542

El Hedhli, K., Zourrig, H., & Chebat, J. C. (2016). Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity. Journal of Retailing and Consumer Services, 31, 1-13. DOI: https://doi.org/10.1016/j.jretconser.2016.03.002

Goldsmith, R. E., & Flynn, L. R. (2015). The Etiology of Frugal Spending: A Partial Replication and Extension. Comprehensive Psychology, 4, 09.20.CP.4.4. https://doi.org/10.2466/09.20.cp.4.4 DOI: https://doi.org/10.2466/09.20.CP.4.4

Hair, J. F.; Hult, G. T. M.; Ringle, C.; Sarstedt, M. A. Primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Los Angeles, 2014.

Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. Guilford Press, New York.

Jin, X., Bao, J., & Tang, C. (2022). Profiling and evaluating Chinese consumers regarding post-COVID-19 travel. Current Issues in Tourism, 25(5), 745-763. DOI: https://doi.org/10.1080/13683500.2021.1874313

Kang, J., Martinez, C. M. J., & Johnson, C. (2021). Minimalism as a sustainable lifestyle: Its behavioral representations and contributions to emotional well-being. Sustainable Production and Consumption, 27, 802-813. DOI: https://doi.org/10.1016/j.spc.2021.02.001

Keane, M., & Neal, T. (2021). Consumer panic in the COVID-19 pandemic. Journal of econometrics, 220(1), 86-105. DOI: https://doi.org/10.1016/j.jeconom.2020.07.045

La Ferle, C., Muralidharan, S., & Roth-Cohen, O. (2022). Exploring the differential effects of religious and spiritual cues in online advertising: a study of us christians and the nonreligious during COVID-19. Journal of Advertising, 51(1), 95-106. DOI: https://doi.org/10.1080/00913367.2021.2015728

Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the Tight and Frugal: Theory and Measurement. Journal of Consumer Research, 26(1), 85–98. https://doi.org/10.1086/209552 DOI: https://doi.org/10.1086/209552

Lee, B. K. (2002). Congruence in Satir's Model: Its spiritual and religious significance. Contemporary Family Therapy: An International Journal, 24, 57-78. DOI: https://doi.org/10.1023/A:1014321621829

Lee, N., & Hooley, G. (2005). The evolution of “classical mythology” within marketing measure development. European Journal of Marketing, 39(3/4), 365-385. DOI: https://doi.org/10.1108/03090560510581827

Mehta, S., Saxena, T., & Purohit, N. (2020). The new consumer behaviour paradigm amid COVID-19: permanent or transient? Journal of health management, 22(2), 291-301. DOI: https://doi.org/10.1177/0972063420940834

Oliver, M. A., & Kramarczyk, J. (2018). An Idea Opposed to Another Idea Is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity. ACR North American Advances, 46, 730–731.

Ponchio, M. C., & Aranha, F. (2008). Materialism as a predictor variable of low income consumer behavior when entering into installment plan agreements. Journal of Consumer Behaviour, 7(1), 21–34. https://doi.org/10.1002/cb.234 DOI: https://doi.org/10.1002/cb.234

Prentice, C., Quach, S., & Thaichon, P. (2022). Antecedents and consequences of panic buying: The case of COVID‐19. International Journal of Consumer Studies, 46(1), 132-146. DOI: https://doi.org/10.1111/ijcs.12649

Rassuli, K. M., & Hollander, S. C. (1986). Desire-Induced, Innate, Insatiable? Journal of Macromarketing, 6(2), 4–24. https://doi.org/10.1177/027614678600600205 DOI: https://doi.org/10.1177/027614678600600205

Richins, M.L. (2004). The Material Values Scale: Measurement Properties and Development of a Short Form. Journal of Consumer Research, 31(1), 209–219. https://doi.org/10.1086/383436 DOI: https://doi.org/10.1086/383436

Richins, M.L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303–316. https://doi.org/10.1086/209304 DOI: https://doi.org/10.1086/209304

Ringle, C. M., Da Silva, D., & de Souza Bido, D. (2014). Modelagem de equações estruturais com utilização do SmartPLS. Revista brasileira de marketing, 13(2), 56-73.. DOI: https://doi.org/10.5585/remark.v13i2.2717

Roe, B. E., Bender, K., & Qi, D. (2021). The impact of COVID‐19 on consumer food waste. Applied Economic Perspectives and Policy, 43(1), 401-411. DOI: https://doi.org/10.1002/aepp.13079

Rogers, C. Tornar se Pessoa (7ª ed.). Lisboa: Moraes, 1985.

Roth-Cohen, O., Muralidharan, S., & La Ferle, C. (2022). The Importance of Spiritual Consumption, Religious Expression and Subjective Well-Being among Christians in the US during COVID-19. Journal of religion and health, 61(2), 1719-1733. DOI: https://doi.org/10.1007/s10943-022-01509-5

Satir, V., & Bitter, J. (1991). The therapist and family therapy: Satir's human validation process model. Family therapy and counseling, 13-45.

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of business research, 117, 280-283. DOI: https://doi.org/10.1016/j.jbusres.2020.05.059

Sheng, X., Ketron, S. C., & Wan, Y. (2022). Identifying consumer segments based on COVID‐19 pandemic perceptions and responses. Journal of Consumer Affairs, 56(1), 34-67. DOI: https://doi.org/10.1111/joca.12413

Shin, D. C., & Johnson, D. M. (1978). Avowed happiness as an overall assessment of the quality of life. Social indicators research, 5(1), 475-492. DOI: https://doi.org/10.1007/BF00352944

Svajdova, L. (2021). Consumer behaviour during pandemic of COVID-19. Journal of International Business Research and Marketing, 6(3), 34-37. DOI: https://doi.org/10.18775/jibrm.1849-8558.2015.63.3005

Tellini, L., Urdan, A. T., Monken, S. F., Bizarrias, F. S., & Brandão, M. M. (2019). The Impacts of Health Care Evaluations on the Well-Being of Low-incomers. Revista de Administração Contemporânea, 23(3), 351–372. https://doi.org/10.1590/1982-7849rac2019170355 DOI: https://doi.org/10.1590/1982-7849rac2019170355

Takamitsu, H. T., & Gobbo Junior, J. A. (2019). See Now Buy Now: Challenges and Opportunities in Developing New Sustainable Fashion Products from the Luxury Market in the Age of Social Media. Future Studies Research Journal: Trends and Strategies, 11(2), 197–215. https://doi.org/10.24023/FutureJournal/2175-5825/2019.v11i2.389 DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2019.v11i2.389

Tornare, E., Cuisinier, F., Czajkowski, N. O., & Pons, F. (2017). Impact of induced joy on literacy in children: does the nature of the task make a difference? Cognition and Emotion, 31(3), 500–510. https://doi.org/10.1080/02699931.2015.1132682 DOI: https://doi.org/10.1080/02699931.2015.1132682

Wang, Q., Yang, X., Song, P., & Sia, C. L. (2014). Consumer segmentation analysis of multichannel and multistage consumption: A latent class MNL approach. Journal of Electronic Commerce Research, 15(4), 339–358.

Zwanka, R. J., & Buff, C. (2021). COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 33(1), 58-67. DOI: https://doi.org/10.1080/08961530.2020.1771646