validation of uniqueness consumption in an urban tribe

What is it about?

This paper presents a study for revalidation and adjustment of an instrument for data collection on uniqueness through consumption – CNFU (Consumer Need for Uniqueness)– applied to the Brazilian context within a group of people who use bicycles not only as a means of transportation (like a car) but as a symbolic means to represent their individuality, distinction and nonconformity with the “automobile society”. These individuals are part of an urban tribe that grows concurrently to both the increased number of cars in major cities and the consequent traffic problems in the urban space.

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Why is it important?

The data collection occurred through the application of 230 questionnaires via Facebook,as well as during public gatherings of cyclists in Porto Alegre, and 199 out of these questionnaires were considered valid. Data analysis was performed using factor analysis, which reduced the number of variables of the original model, generating a data collection instrument adjusted to the studied reality