A Escolha do Consumidor de Serviços da Medicina Integrativa: uma análise dos influenciadores do uso e do bem-estar considerando a dimensão regional

Abstract

Integrative and Complementary Health Practices (PICS) are therapies that aim to stimulate natural health promotion mechanisms (Brasil, 2018). In this area, professionals have changed their perception of the term 'patient', starting to perceive them as consumers of health services (Danaher & Gallan, 2016), bringing opportunities for studies in the field of consumer behavior (Galbraith et al., 2018). Furthermore, considering the aspect of the well-being of individuals who consume PICS, an opportunity is identified especially with the theoretical contribution of Transformative Consumer Research (TCR), in seeking to analyze the factors that can exert influence on this process, as well as the impact of consumers' relationship with these health services, providing access to the perceived results that these services provide for these individuals. Therefore, this research aims to identify and analyze factors that explain the consumption of integrative and complementary health practices. To make this possible, this thesis applies a sequential mixed method project composed of two phases. The first, of an exploratory and qualitative nature, involved the participation of five health professionals and 12 PICS consumers, in the context of Uberlândia and the region. This study allowed the identification of an influencing factor initially not identified in the literature: ‘openness to experience’. For the individuals interviewed, this element proved to be important in their realities. Furthermore, it was possible to corroborate the relationship between the use of PICS and the well-being of the people who consume them, bringing more strength to the proposed theoretical model. Finally, it was possible to notice that PICS consumers present active behaviors in order to transform their own realities through the incorporation of healthy habits, such as physical activity or meditation practices, for example. Along with this, these people begin a constant search for knowledge about their own health condition, which leads to greater levels of confidence in making health-related decisions. The second stage, of a quantitative and descriptive nature, was carried out through the application of an online survey, which included the participation of 226 respondents, consumers of the following interactive practices: acupuncture, homeopathy and reiki. The propositions of the qualitative study were incorporated into the model, which was tested according to the relationships identified in the literature. The results of the second study made it possible to infer that they showed that some factors are more likely to influence the consumption of integrative practices, namely: personal characteristics such as curiosity and openness to new experiences; health conditions, such as anxiety disorders, feelings of distress and chronic pain; external factors that concern the context and environment in which the person is inserted, such as their family nucleus, as well as the places they frequent and the friends they spend time with. Finally, a relationship was noticed between the use of PICS and well-being, generating a commitment to the use of this approach due to the benefits perceived both at an individual level (in terms of balance and reduction of anxiety) and at a broader level, improving relationships at work or with people closest to you. The research presents relevant theoretical implications, as it identifies and tests relationships between important variables related to the consumption of integrative and complementary practices, as well as their relationship with the perceived well-being of consumers who use these services. With an analysis of the subjective well-being of research participants, we seek to understand the factors that influence the use of PICS, aiming to provide content so that both service entities and consumers relate in order to generate mutual well-being. The results can provide possibilities for a commitment to applying precepts related to health promotion and incorporating healthier habits into the daily lives of these consumers. From a social point of view, the study contributes by highlighting the importance of considering the benefits perceived by consumers when consuming this specific health service, which are PICS. This means there can be better communications with this audience.