Validity evidence of a scale on LGBTQphobia in consumer relations in Brazil.

Gularte Cardoso, Janaína; Antunes da Rocha, Rudimar

Goal: This article presents the validation of a scale to analyze discrimination perceived by LGBTQ customers in Brazil and the emotional results of the discriminatory process. The objective of the research was to develop and test this scale with the target audience. Methodology/approach: Quantitative, online survey, with non-probabilistic sampling with 210 participants. Originality/relevance: Expands studies in marketing, consumer behavior, and marketing and society on the topics of sexual diversity and discrimination in consumer relations. Main findings: Empirical evidence indicates that the scale is effective in explaining the phenomenon and indicates the prominence of subtle discrimination. Furthermore, the indicator with the greatest intensity of discrimination is included in the level of service construct: inferior service because I identify as LGBTQ. It is not possible to state that discrimination predicts frustration and helplessness, but these issues are correlated. Theoretical Contributions: This study sought to fill a gap in the literature on marketing and consumer behavior, validating an instrument to assess discrimination perceived by LGBTQ customers in consumer relations, a segment little explored in Brazil. Management contributions: In addition to the social and humanitarian importance implicit in the research, the results can serve public and private organizations in the process of developing public policies and actions to prevent and combat discrimination.

CONSUMER behavior; SEX discrimination; CUSTOMER relations; PERCEIVED discrimination; SEXUAL diversity

Revista de Ciências da Administração, 2024, Vol 26, Issue 66, p1

1516-3865

Academic Journal

10.5007/2175-8077.2024.e80415