Intenção de compra e consumo de alimentos orgânicos: um estudo sobre as crenças, atributos e grupos de referência

Abstract

Consumers are increasingly aware and choosy about the types of food offered, in particular, factors such as quality, price, health and preservation of the natural environment. ln this context, the certified organic food has been a choice between types of food because it is designed under a cropping system based on agroecology and sustainable agriculture, which prohibits the use of pesticides, nature preserves without contaminating the land, the rivers, flora and fauna, and also causes a different relationship with the field worker, with policies that respect the labor laws. This research focused on the buying behavior/consumer consumption of organic food, seeking to answer the research question - What are the factors that determine significantly the intention to purchase/consumption of organic food and what the relationship of these factors with each other? That question led to the development of general purpose of the research, which was to propose and test a model to assess the impact of 1 variables affecting the intention to purchase/consumption of organic food from the ` perspective of the consumer of this type of food. ln this sense, the theoretical framework of , this research addresses two areas of knowledge: the school named marketing and consumer behavior studies on the behavior of consumers of organic food. Given its design, this research is classified as containing a descriptive exploratory phase, prevailing positivist philosophy. To meet the goals and hypotheses of this research was developed twostage methodology: a qualitative and quantitative one. Developed two focus groups in Juiz de Fora (MG) and a transverse survey with 560 consumers of organic food in Belo Horizonte (MG). After the construction of the adjusted scale to the purposes of this research, a model of buying behavior/consumption of organic food has been prepared based on the technique of structural equation modeling. It can be concluded that the only construct endogenous this proposed model, lntent to Purchase/Consumption, showed a correlation coefficient (R2) of 41%, indicating that 41% of their variations are explained by the constructs exogenous and the other 59% reflect other things that influence the intention to purchase/consumption, but were not addressed in the model. The R2 indicates a 41% predictive power of moderate to substantial, according to Chin (1998), which emphasizes that the construct is explained by only one or two variables, and the moderate value acceptable. Of the three exogenous constructs of the proposed model, only two showed statistically significant impact, that the constructs were belief and attribute. Both fillers were positive, and the impact of the construct attribute (standardized cargo 0.50, p value <1%) was higher than the impact of the construct belief (standardized cargo 0.20, p value <l%), being the closest one. The construct reference groups showed an impact of 0.05 (load close to zero, although positive), not exerting influences that impact on intention to purchase/consumption compared to other constructs. With respect to academic and managerial contributions stand out: the rescue of a theoretical date on consumer behavior of organic foods, and that retails actions can create advertising and sales promotion including a message of appreciation to the environment, the quality and availability of organic food. Among the studys limitations, it is noteworthy that the timing of the survey was limited and that more cities could have been surveyed glimpsing a comparison between them. As a suggestion for future research, while differentiating marketing strategy can be used in view of the various types of organic foods, pointing behaviors purchase/consumption by specific product (fresh and processed) enabling the improvement of the proposed model.