Motivações e envolvimento dos consumidores de alimentos orgânicos no Brasil

Abstract

The objective of this study was to analyze the profile, motivations, and involvement of organic food consumers in Brazil. To this end, this general objective was derived in four specific ones: 1) to characterize the general profile of the consumers of organic foods; 2) to investigate the main reasons and the motivational dimensions for the consumption of organic food; 3) to measure the level and identify the dimensions of consumer involvement of organic; And 4) identify the determining characteristics for the high involvement. The theoretical framework included aspects of consumer behavior, motivation and involvement, where the literature review included studies on the profile, motivations for consumption and organic consumer involvement. Regarding methodological procedures, this study is classified as both quantitative and descriptive in nature and objective, respectively, as well as having a unique transverse and observational character. Through an online survey, a sample of 412 Brazilians was obtained. For the operationalization of the research objectives, univariate statistical techniques, such as descriptive statistics, and multivariate analysis, using the techniques of Confirmatory Factor Analysis (CFA), Exploratory Factor Analysis (EFA) and Logistic Regression (LR) were used. The results suggest that the consumer is willing to pay between 10% and 20% more for the organic product, and the unavailability, that is, the variation in supply, is a more relevant obstacle to the purchase than the price itself. Regarding the reasons for consumption, health, social function, local production, absence of agrochemicals, respect for the environment and taste are prominent aspects in the choice of organic products; The admiration of people who consume, on the other hand, would not be relevant as a motivating factor. It was also identified that, when deciding on organic consumption, the consumer's motivational process considers two dimensions related to individualistic benefits and collectivistic benefits plus private health, motivated mainly by the second reason. Regarding the involvement, it was concluded that there are four dimensions: pleasure and relevance, identification with the product, relevance of choice and complexity in the choice of food. And, as determinant characteristics for the high involvement it was identified that the chances of involvement increase: provision for goodwill; Health motivation and collectivists; Greater regularity in purchases and greater habit of buying in restaurants or at fairs; Age and inhibition of purchase due to insufficient availability. On the other hand they reduce the chances of an individual being highly involved the greater the inhibitions by the absence of diversity and the appearance of the food. The study contributes to the literature by revealing that the consumer's choice of organic is mainly based on selfish and altruistic orientations and the more involved consumers rescue the "ecological trip" lifestyle suggested by Guivant (2003) Motivated by organic ideology, more altruistic, having a more mature age profile, more frequent in fairs, shops and specialized restaurants.