Bueno, bonito y barato.

Conseguir un buen producto a precio bajo es un logro.

Conseguir dos, en lugar de uno, es un logro.

Situarse en el espacio de la ventaja frente a un tercero es un logro.

¿Son estos logros la constatación de la satisfacción para el consumidor?

Los criterios de valoración que utilizamos en la sociedad de consumo actual no son elegidos desde la libertad del consumidor, ni tan siquiera lo es la ponderación de los mismos en el peso de la decisión. El paradigma del consumo utiliza la relación precio/cantidad como ordinaria. Se podría afirmar, como reflexión ante el comportamiento del consumidor que, la cantidad marca el nivel de satisfacción. Cuando se eleva el paradigma introducimos un segundo parámetro, la calidad. El concepto de calidad que se utiliza queda normalmente restringido a la calidad de las materias primas utilizadas para su ejecución, o en el peor de los casos, al reconocimiento social de cierta materia prima o marca de la misma.

Un paradigma tal, introduce al consumidor en una espiral de consumo por la cantidad donde el único freno es la capacidad de compra, incluso en ocasiones, asumiendo deudas.

Los consumidores debemos ser responsables, debemos perseguir el cambio en el paradigma del consumo. Los consumidores nos debemos empeñar en no engañarnos. La cantidad sólo resuelve la necesidad cuando se parte de la nada o de muy poco. En el resto de los casos, la búsqueda de la cantidad no aporta más satisfacción en el consumo.

La carencia de información reduce nuestra capacidad de elección. Necesitamos información para saber cómo afecta nuestra elección a nuestro pueblo o ciudad, a nuestros montes y mares, a nuestros vecinos, al futuro de nuestros hijos,… Añadir parámetros en nuestra elección nos facilita alcanzar niveles de satisfacción mayores.

Hablar de más parámetros de elección para poder elegir libremente no significa hacer compleja la decisión. No hablamos de que sean muchos ni complicados:

  • igualdad: género y social
  • medio ambiente/ecológico
  • soberanía del territorio/desarrollo local
  • solidaridad
  • calidad de las materias y del trabajo
  • precio

El precio tiene que dejar de ser el elemento de decisión para ser uno más de los parámetros, perdiendo peso en la decisión conforme la renta se aleja de la pobreza.

El cambio del paradigma del consumo potencia la aplicación racional de los recursos para la satisfacción de las necesidades reduciendo el volumen del consumo necesario como consecuencia directa.

La reducción del consumo libera al consumidor de una espiral sin sentido que genera dependencia e insatisfacción.

Raúl Contreras y Núria González

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