A influência do utilitarismo e do hedonismo no consumo de carne ovina: um estudo em região produtora do sul do Brasil

Sávio Costa Borges; Gustavo da Rosa Borges; João Garibaldi Almeida Viana

doi:10.5585/remark.v19i4.15671

Authors

Sávio Costa Borges Universidade Federal do Pampa https://orcid.org/0000-0002-3789-332X
Gustavo da Rosa Borges Universidade Federal do Pampa https://orcid.org/0000-0002-9869-376X
João Garibaldi Almeida Viana Universidade Federal do Pampa https://orcid.org/0000-0002-8400-3166

DOI:

https://doi.org/10.5585/remark.v19i4.15671

Keywords:

Agribusiness, Consumer behavior, Food marketing

Abstract

Objective: This present work seeks to analyze the influence of utilitarianism and hedonism on the consumption of lamb meat in a producing region of the state of Rio Grande do Sul, Brazil. Furthermore, we sought to build scenarios as a way to project the probability of increasing the consumption of lamb meat due to the hedonic and utilitarian behavior of consumers.

Method: This is an exploratory, descriptive study, with a quantitative approach. The method used was the Survey, through a structured questionnaire applied to a sample of 193 lamb meat consumers. The research instrument was composed of sociodemographic variables, frequency of lamb meat consumption, four variables referring to utilitarianism, and four variables related to hedonism. Data analysis was performed using descriptive statistics, and a logistic regression model.

Originality / Relevance: The originality of this paper focuses on the analysis of lamb meat consumption, - a theme that still lacks research in Brazil - focusing on the utilitarian and hedonic determinants of seasonality of consumption. In a practical way, this paper will contribute to a greater observance of the way people perceive consumption, and it may help brand managers to define strategies and actions aimed to the production and sales of lamb meat.

Results: The research evidence indicates that utilitarian and hedonic behaviors may contribute to a more frequent consumption of lamb meat, especially the hedonic variables, which presented a greater influence. This fact is due to the lamb meat being associated with taste and pleasure of the consumer's experience.

Theoretical / methodological contributions: As a scientific contribution, it shows that even products considered for basic consumption can provide hedonism, which demonstrates the possibility of adding value to basic necessities products.

Downloads

Download data is not yet available.

Author Biographies

Sávio Costa Borges, Universidade Federal do Pampa

Master in Administration

Federal University of Pampa – UNIPAMPA

Dom Pedrito, RS

Gustavo da Rosa Borges, Universidade Federal do Pampa

PhD in Business Administration

Adjunct professor - Federal University of Pampa – UNIPAMPA

Dom Pedrito, RS

João Garibaldi Almeida Viana, Universidade Federal do Pampa

PhD in Agribusiness

Associate professor - Federal University of Pampa – UNIPAMPA

Santana do Livramento, RS

References

Ashraf, R. U., Hou, F., & Ahmad, W. (2019). Understanding Continuance Intention to Use Social Media in China: The Roles of Personality Drivers, Hedonic Value, and Utilitarian Value. International Journal of Human–Computer Interaction, 35(13), 1216-1228.

Baba, Y., Kallas, Z., Costa-Font, M., Gil, J. M., & Realini, C. E. (2016). Impact of hedonic evaluation on consumers' preferences for beef attributes including its enrichment with n-3 and CLA fatty acids. Meat science, 111, 9-17.

Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.

Bakirtas, H., Bakirtas, I., &Çetin, M. A. (2015). Effects of Utilitarian and Hedonic Shopping Value and Consumer Satisfaction on Consumer Behavioral. Ege Akademik Bakis, 15(1), 91.

Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.

Carpenter, J. M., & Moore, M. (2009). Utilitarian and hedonic shopping value in the US discount sector. Journal of Retailing and Consumer Services, 16(1), 68-74.

Chang, I. C., Liu, C. C., & Chen, K. (2014). The effects of hedonic/utilitarian expectations and social influence on continuance intention to play online games. Internet Research, 24(1).

David Clarke, P., & Mortimer, G. (2013). Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret. Journal of Consumer Marketing, 30(6), 472-483.

Coimbra, F.A. (1997). Técnicas de criação de ovinos.2 ed. Guaíba: Agropecuária.

Davis, R., Lang, B., & Gautam, N. (2013). Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games. Internet Research, 23(2), 229-256.

De Andrade, J. C., Nalério, E. S., Giongo, C., de Barcellos, M. D., Ares, G., & Deliza, R. (2018). Consumer sensory and hedonic perception of lamb meat coppa under blind and informed conditions. Meat science, 137, 201-210.

De Ávila, V. S., Fruet, A. P. B., Barbieri, M., Bianchini, N. H., & Dörr, A. C. (2013). O retorno da ovinocultura ao cenário produtivo do Rio Grande do Sul. Revista Eletrônica em Gestão, Educação e Tecnologia Ambiental, 11(11), 2419-2426.

Elomba, M. N., & Yun, H. J. (2015). Utilitarianism and Hedonism with Theory of Planned Behavior: Examining Behavioral Intentions of Tourists. Journal of International Trade & Commerce, v. 11. n. 2, 129-142.

EMBRAPA. (2018). Pesquisa com consumidores: tem mercado. Revista da EMBRAPA Pecuária Sul, 9 (10), 5-7.

Gertner, D., & Diaz, A. N. (1999). Marketing na Internet e comportamento do consumidor: investigando a dicotomia hedonismo vs. utilitarismo na WWW. Revista de Administração Contemporânea, 3(3), 131-156.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2005). Análise multivariada de dados. Bookman Editora.

Harmsen, H.; Bove, K.; Grunert, K. G. (1996). Marketing problems and levels of market orientation: An investigation of managers' perceptions. In: 25th EMAC Conference.

Hausman, A. (2005). Hedonistic rationality: the duality of food consumption. ACR North American Advances.

Hirschman, E. C. (1982). Ethnic variation in hedonic consumption. The Journal of Social Psychology, 118(2), 225-234.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101

C. Hopkinson, G., & Pujari, D. (1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3/4), 273-294.

IBGE - Instituto Brasileiro de Geografia e estatística. Pesquisa Pecuária Municipal, 2015. Available at: <http://www2.sidra.ibge.gov.br/bda/tabela/protabl.asp?c=3939&z=t&o=24&i=P>. Acesso em 12 de Junho de 2017.

Kassarjian, H. H. (1982). The development of consumer behavior theory. ACR North American Advances.

Kim, B., & Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), 2311-2318.

Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling, 3rd edn Guilford Press. New York.

Kotler, P., Armstrong, G. Keller, K. L. (2006). Administração de marketing. São Paulo: Pearson.

Nasir, V. A., & Karakaya, F. (2014). Underlying motivations of organic food purchase intentions. Agribusiness, 30(3), 290-308.

OECD - Organisation for EconomicCo-operation and Development. Available in: <https://data.oecd.org/agroutput/meat-consumption.htm>. Accessed in 06/20/2018.

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of marketing research, 42(1), 43-53.

Ortúzar, J. D. D., & Willumsen, L. G. (2011). Modal split and direct demand models. Modelling Transport, Fourth Edition, 207-225.

Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management, 23(1), 87-94.

Portal Brasil: Mulheres são maioria da população e ocupam mais espaço no mercado de trabalho, 2015. Available at: <http://www.brasil.gov.br/cidadania-e-justica/2015/03/mulheres-sao-maioria-da-populacao-e-ocupam-mais-espaco-no-mercado-de-trabalho>. Acesso em 11 de maio de 2017.

Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.

Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432.

Sheth, J. N., Mittal, B., & Newman, B. I. (2001). Comportamento do cliente: indo além do comportamento do consumidor. Atlas.

Silva Sobrinho, A. G. (2001). Aspectos quantitativos e qualitativos da produção de carne ovina. Reunião Anual da Sociedade Brasileira de Zootecnia, 38, 425-446.

Silva, A. P. S. P., Santos, D. V., Kohek Jr, I., Machado, G., Hein, H. E., Vidor, A. C. M., & Corbellini, L. G. (2013). Ovinocultura do Rio Grande do Sul: descrição do sistema produtivo e dos principais aspectos sanitários e reprodutivos. Pesquisa Veterinária Brasileira, 33(12), 1453-1458.

Totawar, A. K., & Nambudiri, R. (2012, July). Mood and Self-Efficacy: The Moderating Effect of Hedonic and Utilitarian Motivation. In Academy of Management Proceedings (Vol. 2012, No. 1, p. 14260). Briarcliff Manor, NY 10510: Academy of Management.

Viana, J. G. A. (2008). Panorama geral da ovinocultura no mundo e no Brasil. Revista Ovinos, 4(12), 44-47.

Viana, J. G. A. (2015).A ovinocultura na história: ascensão, declínio e recuperação na fronteira Brasil-Uruguai. Sociedade e Desenvolvimento Rural, 9, (1), 29-61.

Viana, J. G. A., Revillion, J. P. P., & Silveira, V. C. P. (2013). Alternativa de estruturação da cadeia de valor da ovinocultura no Rio Grande do Sul. Revista Brasileira de Gestão e Desenvolvimento Regional, 9(1).

Viana, J. G. A., & Silveira, V. C. P. (2009). Cadeia produtiva da ovinocultura no Rio Grande do Sul: um estudo descritivo. Revista em Agronegócio e Meio Ambiente, 2(1), 9-20.

Wu, J., & Holsapple, C. (2014). Imaginal and emotional experiences in pleasure-oriented IT usage: A hedonic consumption perspective. Information & Management, 51(1), 80-92.