O artigo apresenta e discute resultados de uma pesquisa empírica, realizada por meio de survey on line, que investiga a relação entre materialismo e outros aspectos importantes no consumo de joias junto a amostra de consumidores. Na revisão da literatura, priorizaram-se discussões atinentes à questão da cultura material e aos pontos considerados relevantes no consumo de joias. Os dados obtidos de 216 questionários válidos foram analisados por meio de técnicas estatísticas como análise de regressão e análise de cluster. Os resultados sinalizaram que existem evidências estatísticas quanto à relação entre o construto materialismo e os construtos valor, significados, características e influências no consumo de joias, o que parece estar de acordo com a literatura relacionada à cultura material.
Palavras
Material Culture and Materialism: Exploring Values, Meanings, the Features and Influences Consumption of JewelryThis paper presents and discusses results from an empirical study with a sample of consumers whose aim was to investigate the relationship between materialism and other important aspects of jewelry consumption. In the literature review, question of material culture and relevant points in the jewelry consumption were prioritized. An online survey was implemented to achieve the results. There was a return of 216 valid questionnaires. Data were analyzed using statistical techniques such as regression analysis, cluster analysis and test t. The results showed that there is statistical evidence regarding the relationship between materialism construct and the constructs value, meanings, characteristics and influences the consumption of jewelry, which seems to be in agreement with the literature related to material culture.