O efeito país de origem e o comportamento de compra nas gerações Y e Z: um estudo experimental no contexto brasileiro

Abstract

This study aimed to analyze the influence of the country-of-origin effect on the purchasing behavior of Generations Y and Z in the Brazilian context. To achieve this, an experiment was conducted with 242 participants, distributed across six groups, who were exposed to fictitious chocolate packages associated with countries holding a positive image (Switzerland), a negative image (China), or no country information (control group). This quantitative research employed an experimental design, in which data were collected through a structured questionnaire and analyzed using statistical techniques, including ANOVA and multiple comparison tests, to identify significant differences between the groups. Three main constructs were evaluated: anticipated satisfaction, purchase intention, and willingness to pay. The results demonstrated that country of origin significantly influences consumers' perceptions and attitudes, manifesting predominantly in an asymmetric pattern?that is, with stronger negative effects when the origin is perceived unfavorably, rather than through the enhancement of a positive image. The association with China substantially reduced the mean scores of all analyzed constructs, whereas the mention of Switzerland did not produce statistically significant increases. The analyses also indicated similarity between the responses of Generations Y and Z. From a practical perspective, the study highlights that managing the image of origin should prioritize the mitigation of negative stereotypes and the strengthening of brand and product credibility, establishing this dimension as a strategic element for market positioning in competitive environments. [resumo fornecido pelo autor]