Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/49689
Título: Os Traços Identitários dos Consumidores de Vinhos em Minas Gerais
Título(s) alternativo(s): The Identity Traits of Wine Consumers in Minas Gerais
Palavras-chave: Vnho - Consumo
Consumidores - Identidade
Wine - Consumption
Consumers - Identity
Data do documento: 2021
Editor: Universidade Federal de Pernambuco
Citação: CASTRO, A. L. de O. et al. Os Traços Identitários dos Consumidores de Vinhos em Minas Gerais. Consumer Behavior Review, Recife, v. 5, n. 2, p. 243-260, 2021. DOI: https://doi.org/10.51359/2526-7884.2021.248569.
Resumo: Wine is present in various periods in the history of mankind and its symbolic, cultural and social representation proves to be relevant for people to develop identity traits due to the consumption of the drink. This article aimed to identify and describe the identity traits of wine consumers in Minas Gerais, based on the principles of identity based on motivation (salience, association, relevance, verification and conflict) by Reed et al. (2012). Forty interviews were conducted with regular consumers of the drink in four cities in Minas Gerais. The results indicate that the identitary salience stems from the affirmation of the unique characteristics that shape their attitudes and reinforce this perception. The association takes place by retrieving memories of visited places and personal memories, as well as linking consumption to other activities or people. Relevance occurs according to the assessments of your actions based on the objective of consumption, in addition to the symbolic aspects involved. Verification takes into account identity validation when meeting established standards. The conflict occurs when multiple identities operate in the same context of consumption. It is concluded that wine consumption is an activity capable of forming identity traits in consumers, increasing engagement with the drink.
URI: http://repositorio.ufla.br/jspui/handle/1/49689
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