Comportamento dos consumidores de vinhos: uma relação entre valores pessoais e identidade

Abstract

The consumer behavior of people who drink wine regularly, can tell about how they experience and characterize themselves in front of society. The academy has investigated these behaviors from the perspective of personal values and the formation of the individual identity. However, it is an absence of research that worked on both perspectives together. The objective of this article was to verify the relationship between personal values and the identity formation traits of wine consumers, considering the personal value constructs of Schwartz (1992, 2012) and the identity formation principles of Reed II et al (2012). The methodological approach was quantitative, using the techniques of multivariate analysis of clusters, discriminant and ANOVA. The results of the sample indicate that it is possible to establish different relations between the constructs present in the theory of personal values and the principles of identity formation in consumer behavior.