Comportamento do consumidor e o mercado de habitação: o impacto dos desastres climáticos ocorridos no Rio Grande do Sul nas escolhas por soluções residenciais resilientes e sustentáveis

Abstract

The climate disasters that occurred in Rio Grande do Sul in May 2024 highlighted urban and housing vulnerabilities in the face of climate change. In this context, there is a growing need to understand how such events influence consumer perceptions and behavior in the housing market. This study aimed to investigate how climate disasters affect consumer behavior when choosing resilient and sustainable residential solutions at the moment of purchasing a property. The methodology adopted included a literature review and field research with a mixed-method approach, applied in nature and exploratory in character, using a case study method in the cities of Porto Alegre and Caxias do Sul, Rio Grande do Sul (Brazil), both affected by intense and prolonged periods of rainfall in May 2024. Instruments such as document analysis, semi-structured interviews with civil construction professionals, and online questionnaires administered to local residents were employed.The results indicate that issues related to resilience and sustainability are considered important by most consumers, with average ratings above 4.6 on a scale of 1 to 5 for both criteria in both regions analyzed. It was observed that climate conditions and the specific impacts of the disasters in each region directly influenced the priorities expressed by consumers. In Porto Alegre, where higher temperatures are predominant, criteria such as insulation and thermal comfort stood out, while in Caxias do Sul, a region with mountainous climate and terrain, factors such as rainwater harvesting and structural safety were more highly valued. Thus, the research contributes to understanding the impacts of extreme climate events on consumer behavior and highlights the importance of joint action among public authorities, the private sector, civil construction professionals, and the population in building a more resilient, sustainable, and well-prepared housing market for future challenges. [resumo fornecido pelo autor]