ATITUDES E INTENÇÕES COMPORTAMENTAIS DE CONSUMIDORES DE ALIMENTOS ORGÂNICOS

um estudo exploratório e descritivo

Abstract

People are increasingly aware of their health, the risks posed by processed foods, obesity, longevity and environmental preservation. As a result, the search for organic food is growing every year. In this sense, understanding organic food consumer behavior regarding their pre-purchase evaluations, purchase intentions and electronic word-of-mouth becomes relevant for their production chain. Therefore, the objective of this work is to understand and describe the pre-purchase evaluation, purchase intention and electronic word-of-mouth (eWom) of organic food consumers. The research is quantitative and descriptive in nature. Thus, an opinion survey was carried out where a questionnaire was developed on an online Google Forms platform, which was self-administered. Among the research results, it was possible to demonstrate, through perceptual maps, the existence of three groups with high, medium and low intensity of agreement regarding pre-purchase evaluation, purchase intention and electronic word-of-mouth. Therefore, this study has the potential to offer academic contributions regarding the understanding of certain behavioral characteristics of organic food consumers who participated in this research.