Effect of organic food-related lifestyle towards attitude and purchase intention of organic food: evidence from Brazil

Bruna Ferreira Jungles; Sheila Farias Alves Garcia; Dirceu Tornavoi de Carvalho; Sérgio Silva Braga Júnior; Dirceu da Silva

doi:10.5585/remark.v20i4.19192

Autores

Bruna Ferreira Jungles Universidade Estadual Paulista / FCAV- UNESP Pesquisadora do Grupo Ânima (CNPq) e Gerente de Operações - Lojas Renner https://orcid.org/0000-0002-8076-7732
Sheila Farias Alves Garcia Faculdade de Ciências Agrárias e Veterinárias - UNESP/FCAV Coordenadora do Grupo Ânima – Pesquisa e Extensão (CNPq) https://orcid.org/0000-0002-9326-7964
Dirceu Tornavoi de Carvalho Universidade de São Paulo, Faculdade de Economia Administração e Contabilidade de Ribeirão Preto - FEA/RP-USP https://orcid.org/0000-0002-1100-7115
Sérgio Silva Braga Júnior UNESP/FCE e UNESP/FCAV https://orcid.org/0000-0002-4979-1988
Dirceu da Silva Professor na Universidade de Campinas - UNICAMP https://orcid.org/0000-0003-3267-511X

DOI:

https://doi.org/10.5585/remark.v20i4.19192

Palavras-chave:

Comportamento do Consumidor, Atitude, Teoria do Comportamento Planejado, Estilo de Vida Relacionado à Alimentação, Modelagem de Equações Estruturais

Resumo

Objetivo: Analisar, no contexto brasileiro, o efeito do estilo de vida relacionado à alimentação orgânica na atitude e intenção de compra dos alimentos orgânicos.

Método: Foi desenvolvida uma estrutura conceitual, com um constructo de segunda ordem, o estilo de vida relacionado à alimentação orgânica (OFRL), para avaliar seu impacto na atitude e na intenção de compra, por meio de um survey online com 651 consumidores brasileiros (amostra não-probabilística). Para a análise dos dados, o método escolhido foi a Modelagem de Equações Estruturais, por mínimos quadrados parciais e modelos de caminhos (PLS-PM), utilizando-se o software SmartPLS 2.0.

Originalidade / Relevância: Este estudo amplia a literatura e fornece novos insights ao analisar as consequências do OFRL sobre a atitude e intenção de compra de alimentos orgânicos.

Resultados: O constructo OFRL é um bom preditor para a intenção de compra de alimentos orgânicos e apresenta forte relação com a atitude, que desempenha um papel mediador na relação OFRL-intenção de compra, melhorando o papel preditivo do estilo de vida relacionado aos alimentos orgânicos em relação à intenção de compra. O modelo explica 19% da variância de atitude e 51% da variância de intenção de compra.

Contribuições teórico-metodológicas: Do ponto de vista teórico, este trabalho inova ao propor um constructo de segunda ordem único, composto por variáveis latentes ligadas ao estilo de vida relacionado à alimentação orgânica (OFRL), para medir seu impacto na formação de atitude e intenção de compra em relação aos alimentos orgânicos.

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Biografia do Autor

Bruna Ferreira Jungles, Universidade Estadual Paulista / FCAV- UNESP Pesquisadora do Grupo Ânima (CNPq) e Gerente de Operações - Lojas Renner

Mestre em Administração pela Faculdade de Ciências Agrárias e Veterinárias

Sheila Farias Alves Garcia, Faculdade de Ciências Agrárias e Veterinárias - UNESP/FCAV Coordenadora do Grupo Ânima – Pesquisa e Extensão (CNPq)

Doutora em Administração pela Universidade de São Paulo, Faculdade de Economia Administração e Contabilidade de São Paulo – USP/FEA

Professora no Programa de Pós-Graduação em Administração da Universidade Estadual Paulista

Dirceu Tornavoi de Carvalho, Universidade de São Paulo, Faculdade de Economia Administração e Contabilidade de Ribeirão Preto - FEA/RP-USP

Professor Associado

Sérgio Silva Braga Júnior, UNESP/FCE e UNESP/FCAV

Doutor em Administração pela Universidade Nove de Julho (UNINOVE)

Livre-Docente pela Universidade Estadual Paulista - UNESP.

Professor no Programa de Pós-Graduação em Agronegócio e Desenvolvimento e do Programa de Pós-Graduação em Administração da Universidade Estadual Paulista

Dirceu da Silva, Professor na Universidade de Campinas - UNICAMP

Doutor em Educação pela Universidade de São Paulo - USP

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