ORGANIC FOOD CONSUMER BEHAVIOR: an exploratory study based on the relationships between Attributes-Consequences-Values

um estudo exploratório baseado nas relações entre Atributos-Consequências-Valores

Abstract

A better understanding of how consumers perceive the Attributes, Consequences (benefits), and Values ​​(A-C-V) concerning organic foods, is crucial for better positioning of companies about the market in which they operate. Thus, this work aims to select some articles, national and international, that made use of the Laddering technique to research consumers of organic foods. Also, an in-depth analysis of the content of these works will be carried out to identify some of the main aspects that reflect the A-C-V of the consumer of organic foods. Finally, a framework is proposed that aims to illustrate and contextualize the main thematic elements of this research (A-C-V) and their relationship with the Purchase Process Stages (EPC). As for the methodology, this is qualitative and exploratory research. The results of the study made it possible to verify the influence that the A-C-V triad can have on the consumer of organic foods in terms of their intention to buy, in making the purchase, and in the willingness to make future purchases. It was also possible to synthesize various aspects of organic foods and organize them in a framework. The proposed framework made it possible to verify interactions between variables, making it brighter the different ways that A-C-V can affect the EPC of organic food consumers.