Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour

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ID: 86620
2013
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Abstract
The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.
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hoppe2013consumerrevista Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Hoppe, Alexia;Vieira, Luciana Marques;Barcellos, Marcia Dutra de;
Journal revista de economia e sociologia rural
Year 2013
DOI
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URL
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-20032013000100004&lng=en&tlng=en
Keywords
Information technology Agriculture (General) environmental effects of industries and plants renewable energy sources environmental sciences nutrition. foods and food supply plant culture forestry political science political science (general) agricultural industries

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