O impacto do ceticismo do consumidor no valor percebido e na intenção de compra de alimentos orgânicos
DOI:
https://doi.org/10.5902/1983465985505Palavras-chave:
Ceticismo do consumidor, Valor percebido, Intenção de compra, Alimentos orgânicos e alternativos, Consumo sustentávelResumo
Objetivo: O objetivo deste artigo é avaliar o impacto do ceticismo do consumidor no valor percebido e na intenção de compra de alimentos orgânicos.
Desenho/metodologia/abordagem: Pesquisa realizada mediante questionário aplicado em uma amostra de 404 entrevistados brasileiros. A análise dos dados incluiu estatística descritiva e modelagem de equações estruturais por mínimos quadrados parciais.
Constatações: O estudo confirmou a relação negativa entre o ceticismo e o valor percebido dos alimentos orgânicos e a relação positiva entre o valor percebido e a intenção de compra. Em contraste, a relação negativa entre ceticismo e intenção de compra não foi evidenciada.
Implicações práticas: Ao entender o ceticismo, as marcas podem educar os consumidores, construir confiança, refinar propostas de valor e diferenciar seus produtos. Estratégias de comunicação eficazes podem demonstrar a qualidade e autenticidade e, simultaneamente, justificar os preços premium. Sugere-se aos criadores de políticas públicas a promoção de campanhas informativas para melhorar o conhecimento sobre saúde, meio ambiente e produção e consumo orgânicos.
Implicações sociais: Os resultados podem subsidiar a melhoria da qualidade de vida das pessoas através do consumo de alimentos saudáveis e ambientalmente corretos.
Originalidade: Este estudo pode ser considerado um dos primeiros a abordar a relação entre o ceticismo do consumidor, o valor percebido e a intenção de compra de alimentos orgânicos, apontando para a influência de fatores contextuais, como o ceticismo do consumidor no comportamento do consumidor.
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