Consumidores de quadrinhos no Brasil: perfil e determinantes da intenção de consumo

Abstract

This study describes the profile and behavior of comic book consumers in Brazil, investigating consumption intention from the perspective of the Theory of Planned Behavior (TPB). It is a quantitative, descriptive study conducted through an online survey for data collection. The theoretical framework was based on reports, research, newspapers, and other documents about the Brazilian comic book market, as well as previous studies related to the topic, allowing for the definition of variables related to consumer profile and TPB. The results show that, among other aspects, the predominant profile is that of white men who prefer and consume comics of Japanese origin, whose consumption intention is motivated by self-image and attraction to or interest in the comic itself.