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          Volume 10, Number 2, May/August 2008 >

Please use this identifier to cite or link to this item: http://purl.umn.edu/60715

Title: PERCEPÇÕES NO CONSUMO DE ALIMENTOS ORGÂNICOS EM SUPERMERCADOS: A INFLUÊNCIA DE VALORES INDIVIDUAIS COMO DETERMINANTE DE COMPRA
Other Titles: Perceptions on the consumption of organic food in supermarkets: the influence of individual values as a purchase determinant
Authors: Boas, Luiz Henrique de Barros Vilas
Pimenta, Marcio Lopes
Sette, Ricardo de Souza
Authors (Email): Vilas Boas, Luiz Henrique de Barros (lhvilasboas@fagen.ufu.br)
Pimenta, Marcio Lopes (pimenta.mp@gmail.com)
Sette, Ricardo de Souza (ricsouza@ufla.br)
Keywords: organic food. Consumer behavior. Retail. Values. Means end chain. Laddering
Issue Date: 2008-05-05
Abstract: The growth of the world’s organic food market in the last ten years has been raising the demand for studies related to this theme. Supermarkets have been proving themselves relevant actors in the distribution of these products in Brazil and in the external market. This paper aims to describe the characteristics of the consumer behavior of organic fruits and vegetables in the city of Uberlândia in the state of Minas Gerais. More specifically, it aims to evidence this behavior through the enchainment of attributes, consequences (benefits that these attributes provide) and the consumers’ personal values. 30 in-depth interviews were done using the laddering qualitative technique, which is based on the means end chain theory. The results show, emphatically, the consumers’ awareness regarding individual well being and its maintenance in the long run through quality of life and a healthy lifestyle, classified as individual values according to the Schwartz scale. Finally, we present these consumers’ dominant perceptions from the enchainment between the attributes, consequences and values obtained in the research.
URI: http://purl.umn.edu/60715
Institution/Association: Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations>Volume 10, Number 2, May/August 2008
Total Pages: 15
From Page: 264
To Page: 278
Collections:Volume 10, Number 2, May/August 2008

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