A influência do argumento de cocriação nas intenções comportamentais de consumidoras da geração Z

Abstract

Generation Z consists of young people who were born in the 1990s already in the world of technological innovations, having different behaviors from previous generations. Because of this, they present new challenges in relation to the marketing actions taken by companies, which are increasingly looking for ways to attract this public. Since co-creation may be an example of a marketing action that serves this purpose, this study aims to analyze the influence of the co-creation argument on the behavioral intentions of consumers of generation Z. For this analysis, some approaches on what is co-creation – and what is not co-creation, also addressing the issue of social identity and how it influences the intention of consumer buying, focusing on young consumers of the generation Z. The study was carried out in two stages, one exploratory, but quantitative, to better investigate the context and identify the brand and the object related to the study group. The main step was experimental, in which a study was carried out exposing three ads of lipstick in distinct scenarios (without co-creation, with non-similar co-creation and similar co-creation). Even the sample having a high identification with the college student audience, the respondents did not have a high involvement with the lipstick. The results show that the skepticism towards the creators – especially in the scenario of similar co-creation – made the evaluation of the product and the willingness to pay were less favorable when compared to the lipstick exposed in the scenario without co-creation, made exclusively by the company.