Empty Nest Couples: Lifestyles and Typology

摘要

Lifestyle is a construct that makes it easier to understand consumers' behaviour, since it involves ways of life and results from past experiences, as well as from personal features based on current situations. It influences the consumption habits of individuals and their families. Accordingly, the aim of the current article is to analyze the lifestyle of individuals who belong to the empty nest couple group. The participants were Brazilian and chosen according to their activities, interests and opinions. Thus, we adopted the exploratory and descriptive design, and followed qualitative and quantitative aspects. According to the results, there are many lifestyles and they can be divided in three groups: the elitist, the politicized and the popular one. Elitists prioritize education and the consumption of cultural and organic products. The politicized group is aware of its political rights and duties. The popular group practices common habits such as playing soccer, watching TV shows and eating industrialized food.