A influência do risco percebido na intenção de consumo de suplementos alimentares
DOI:
https://doi.org/10.5902/1983465984653Palavras-chave:
Suplementos alimentares, Risco percebido, Intenção de consumo, Saúde públicaResumo
Finalidade: O objetivo geral deste estudo foi verificar a relação entre a intenção de consumo de suplementos alimentares com o risco percebido, desdobrado em risco percebido em relação à saúde e risco percebido em relação ao desempenho do produto.
Design/metodologia/abordagem: Foi realizada uma pesquisa descritiva-quantitativa a partir de um survey online, por meio de um questionário estruturado com base nas escalas de Laroche et al. (2005) e DelVecchio e Smith (2005). A análise dos dados foi efetuada por meio da análise de regressão linear múltipla. Do total de questionários respondidos, 207 foram considerados válidos.
Descobertas: O resultado do estudo aponta significância estatística para as hipóteses da pesquisa, confirmando que quanto menor o risco percebido associado à compra de suplementos alimentares em relação ao desempenho do produto e aos danos à saúde, maior a intenção de consumo pelos indivíduos dessa categoria de produto.
Originalidade/valor: A confirmação do papel do risco no processo de decisão do consumidor leva a observação de que nem sempre essa percepção de risco está fundamentada em informações confiáveis, por exemplo, a partir da orientação de nutricionistas e médicos. Assim, apenas a apresentação na comunicação da eficácia do produto e o quão benéfico pode ser a saúde humana, protagonizados por agentes sem conhecimento técnico, podem não ser suficientes para que os riscos reais em consumir tais produtos sejam negligenciados.
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