Determinantes da intenção de compra de alimentos orgânicos: uma análise de antecedentes e moderadores

Abstract

This research fits the research line "Organizational Strategies", more specifically in the subject of consumer behavior. The growing demand of consumers for sustainable products has impacted the transition from rampant consumption to more conscious consumption. In this context, a sector that has been gaining the attention of researchers is organic or agroecological foods. This dissertation aims to analyze the role of the antecedent variables (status signaling, attitude and confidence signaling) and moderators (social influence and concern for the environment) in the intentions of buying organic foods. Data collection was through a survey, obtaining 288 valid respondents. Data were analyzed using structural equation modeling. As main results, a strong relationship of status signaling and attitude in the intention of buying organic foods can be perceived, and partially the signage of confidence in the intention of buying organic foods. The moderating variables, social influence and concern for the environment also had a significant effect, confirming the importance of the reference group in the behavior of the organic food consumer. After analyzing the results, the study brings in its conclusion a brief synthesis about the proposed hypotheses, as well as the academic, managerial and limitation contributions of this research.