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Transformative Consumer Research (TCR) in the evolution of consumer behavior
DOI:
https://doi.org/10.33362/visao.v14i1.3682Keywords:
Comportamento do Consumidor, Pesquisa Transformativa do Consumidor, EpistemologiaAbstract
This theoretical essay aims to present studies on the relationship between transformative consumer research and the evolution of consumer behavior. As a method, this study is characterized as an exploratory/descriptive theoretical article, with documentary and bibliographical research. For the theoretical basis of studies on consumer behavior and transformative consumer research, the texts used in the Web Of Science were chosen. The analysis was carried out by discussing the relationship between the themes of consumer behavior and transformative consumer research. The data show that, despite the field presenting several theories, the positivist paradigm continues to be the predominant one. However, there are studies that fit into other epistemological currents such as the plurality of theories and methods, in which the Transformative Consumer Research-TCR in post-modernity. It is concluded, therefore, that the objective was achieved, however, further studies on TCR and consumer behavior are still needed, generating future perspectives on the themes.
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