Consumer behavior of organic foods based on the relationship between attributes-consequences-values
DOI:
https://doi.org/10.33448/rsd-v11i6.29173Keywords:
Purchase process stages; Organic market; Laddering; Content analysis.Abstract
The global organic food market has been growing considerably year by year. In Brazil, the production of organic food, free of agrochemicals, grows at a rate of 20% per year. Thus, understanding how consumers perceive the Attributes, Consequences (benefits) and Values (A-C-V) in relation to these foods is crucial for a better positioning of enterprises in terms of the market they operate. Thus, the present work aims to study the behavior of consumers of organic foods based on the relationships between the Attributes-Consequences-Values (A-C-V) and the Stages of the Purchase Process (EPP). For this, an in-depth analysis of the content of testimonials from consumers of organic food and of scientific works was carried out to identify some of the main aspects that reflect the A-C-V of the organic food consumer. Finally, a framework was proposed that aims to illustrate and contextualize the main thematic elements of this research (A-C-V) and their relationship with the Stages of the Purchasing Process (SPP). As for the methodology, it is a qualitative research with an exploratory and descriptive nature. The research results made it possible to verify that the A-C-V triad, in a way, influences the consumer of organic foods, more specifically regarding their intention to buy, the realization of the purchase and the willingness to make future purchases. It was also possible to synthesize several aspects inherent to organic food and organize them in a framework. The framework made it possible to verify interactions between the variables, making it clearer the different ways that A-C-V can affect the SPP of organic food consumers.
References
Bardin, L. (2011). Análise de conteúdo. Edições 70.
Barrena, R., García, T., & Sánchez, M. (2017). The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology. Agrekon, 56(2), 173-190.
Brucks, M. (2015). An Experimental Methodology to Assess the Influence of Prior Knowledge on Information Search. In Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference (pp. 87-89), Cham: Springer.
Caetano, M. (2017). Segmento de orgânicos cresce, mas ainda enfrenta desafios. DCI Diário Comércio Indústria & Serviços. https://www.dci.com.br/2.252/segmento-de-organicos-cresce-mas-ainda-enfrenta-desafios-1.643223
Campos, D. F., Dietrich, L. O., & Loureiro, O. I. (2017). O Modelo Simplificado do Processo de Decisão de Compra–PDC: pesquisa exploratória com indivíduos, economicamente ativos, entre 20 e 29 anos de idade, residentes na Região Bragantina no Estado de São Paulo. Momentum, 1(8), 131-158.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
Chu, H (2017). Consumer Guilt, Online Resale, and Purchase Intention. In: Marketing at the Confluence between Entertainment and Analytics (pp. 855-860). Cham: Springer.
Costa, M. A. B., Bataghin, F. A., & Spinola, L. B. P. (2015). Consumo de produtos orgânicos e análise do perfil de consumidores: survey na cidade de São Carlos–SP. Revista de Administração da UEG, 6(2), 72.
David, M. L., & Guivant, J. S. (2020). Além dos supermercados: novas estratégias no mundo dos alimentos orgânicos no Brasil. Política & Sociedade, 19(44), 87-116.
Engel, J. F.; Blackwell, R. D. & Miniard, P. W. (1986). Consumer Behavior. (5a ed.), Dryden Press.
Fabbrizzi, S., Marinelli, N., Menghini, S., & Casini, L. (2017). Why do you drink? A means-end approach to the motivations of young alcohol consumers. British Food Journal. 19(8), 1854-1869).
Farias, F. D., Eberle, L., Milan, G. S., De Toni, D., & Eckert, A. (2019). Determinants of Organic Food Repurchase Intention from the Perspective of Brazilian Consumers. Journal of Food Products Marketing, 25(9), 921-943.
Figueiró, P. S., Batistella-Junior, Z., Silva, V. D., Saldanha, C., & Slongo, L. A. (2012). Motivações e valores determinantes para o consumo de alimentos orgânicos. In: Anais do Encontro Nacional da Anpad, Rio de Janeiro: Brasil.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading: Addison-Wesley.
Gandia, R. M., Sugano, J. Y., Boas, L. H. D. B. V., & Mesquita, D. L. (2018). Beverage capsule consumption: A laddering study. British Food Journal, 120(6), 1250-1263.
Grunert, K. G., & Bech-Larsen, T. (2005). Explaining choice option attractiveness by beliefs elicited by the laddering method. Journal of economic psychology, 26(2), 223-241.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of marketing, 46(2), 60-72.
Hartmann, M.; Liu, M. C. (2017). Consumo de produtos orgânicos no Brasil: Primeira pesquisa nacional sobre o consumo de orgânicos. Organis e Market Analysis, 1-57.
Huang, L., Mou, J., See-To, E. W., & Kim, J. (2019). Consumer perceived value preferences for mobile marketing in China: A mixed method approach. Journal of Retailing and Consumer Services, 48, 70-86.
Ikeda, A. A., Campomar, M. C., & Chamie, B. C. (2014). Laddering: revelando a coleta e interpretação dos dados. Revista Brasileira de Marketing, 13(4), 49-66.
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404.
Jacoby, J., Chestnut, R. W., Weigl, K. C., & Fisher, W. (1976). Pre-purchase information acquisition: Description of a process methodology, research paradigm, and pilot investigation. Advances in Consumer Research. 3, 306-314.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
Jankavski, A. (2019). Dados e Ideias. Outros problemas no futuro. Revista Exame. de https://exame.abril.com.br/revista-exame/outros-problemas-no-futuro.
Kerr, G., & Kelly, L. (2019). Travel insurance: the attributes, consequences, and values of using travel insurance as a risk-reduction strategy. Journal of Travel & Tourism Marketing, 36(2), 191-203.
Kim, Y. H., & Kim, Y. K. (2018). Organic food consumption: application of means-end theory. Health Behavior and Policy Review, 5(2), 33-45.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330.
Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food quality and preference, 39, 259-267.
Lee, J., & Cho, M. (2019). New insights into socially responsible consumers: The role of personal values. International Journal of Consumer Studies, 43(2), 123-133.
Lima, S. K., Galiza, M., Valadares, A., & Alves, F. (2020). Produção e consumo de produtos orgânicos no mundo e no Brasil. Texto para discussão / Instituto de Pesquisa Econômica Aplicada. Brasília. 2538, 1-52.
Lin, C. F., Fu, C. S., & Chen, Y. T. (2019). Exploring customer perceptions toward different service volumes: An integration of means–end chain and balance theories. Food Quality and Preference, 73, 86-96.
Lin, J., Guo, J., Turel, O., & Liu, S. (2020). Purchasing organic food with social commerce: An integrated food-technology consumption values perspective. International Journal of Information Management, 51, 102033.
Lopes, E. L., & Da Silva, D. (2011). Modelos integrativos do comportamento do consumidor: uma revisão teórica. Revista Brasileira de Marketing, 10(3), 03-23.
Lourenço, A. V., Schneider, S., & Gazolla, M. (2017). A agricultura orgânica no Brasil: um perfil a partir do censo agropecuário 2006. Extensão Rural, 24(1), 42-61.
Malhotra, N. K.; Nunan, N. & Birks, D. (2017). Marketing research: an applied approach. (5a ed.), Pearson Education.
Mays, N. & Pope, C. (2019). Quality in Qualitative Research. Qualitative Research in Health Care, p. 211–233,.
McNeil, M. (2019). U.S.organic sales break through $50 billion mark in 2018. Organic Trade Association. https://ota.com/news/press-releases/20699
Meireles, B. O., Debastiani, S. M., Bertolini, G. R. F., & Johann, J. A. (2016). Perfil socioeconômico dos consumidores de restaurantes em relação à valorização de produtos orgânicos: uma análise comparativa. Revista de Gestão Ambiental e Sustentabilidade, 5(1), 33-44.
Moraes, M. L., Guilherme, D. O, Fernades, F. M. B, Casagrande, V. M. G., Melo, A. M. S. V., De Paiva, A. S., & Cereda, M. P. (2015). Analise do perfil dos consumidores de produtos orgânicos de Campo Grande, Mato Grosso do Sul. Cadernos de Agroecologia, 9(4).
Moura, C. C. M., Pires, C. V., Madeira, A. P. C., & Macedo, M. C. C. (2020). Perfil de consumidores de alimentos orgânicos. Research, Society and Development, 9(9), e257997395.
Munkácsi, N. (2018). The The Role of Knowledge-based Consumption in the Consumers’ Purchase Decisions of Heating Products. Periodica Polytechnica Social and Management Sciences, 26(2), 137-148.
Ngobo, P. V. (2011). What drives household choice of organic products in grocery stores? Journal of retailing, 87(1), 90-100.
Nielsen, Company. Estudo Global: Produtos Premium. INSIGHTS. http://www.nielsen.com/br/pt/insights/reports/2017/Estudo-global-produtos-premium.html.
Nigam, D. A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
Nunkoo, R. & Ramkissoon, H. (2009). Applying the means-end chain theory and the laddering technique to the study of host attitudes to tourism. Journal of Sustainable Tourism, 17(3), 337-355.
Oliveira, A. S., Souki, G. Q., Gandia, R. M., & Boas, L. H. D. B. V. (2020). Coffee in capsules consumers’ behaviour: a quantitative study on attributes, consequences and values. British Food Journal, 123(1), 191-208.
Pilař, L., Stanislavská, L. K., Rojík, S., Kvasnička, R., Poláková, J., & Gresham, G. (2018). Customer experience with organic food: global view. Emirates Journal of Food and Agriculture, 30(11). 918-926.
Pimenta, M. L. (2008). Bases de segmentação por valores: um estudo sobre o mercado consumidor de orgânicos da cidade de Uberlândia. Teoria e Evidência Econômica, 31, 142-165.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of advertising research, 28(1), 11-31.
Reynolds, T. J., & Gutman, J. (2001). Laddering theory, method, analysis, and interpretation. In T. J. Reynolds & J. C. Olson (Eds.), Understanding consumer decision making: The means-end approach to marketing and advertising strategy (p. 25–62). Lawrence Erlbaum Associates Publishers.
Rokeach, M. J. (1973). The Nature of Human Values. New York: The Free Press.
Sarda, L., & Singh, J. (2020). Personal values and the purchase of mass media entertainment services in rural India. Applied Marketing Analytics, 5(4), 371-386.
Schenini, P. C., Schmitt, V., da Silva, F. A., & Pereira, M. F. (2015). Marketing Verde como uma abordagem estratégica frente ao novo perfil de consumo. Caderno Profissional de Marketing-UNIMEP, 2(2), 12-24.
Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1), 2307-0919.
Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017). Consumer behavior: Buying, having, and being. Boston, MA: Pearson.
Valli, V., Stahl, F., Montaguti, E., & Simonson, I. (2018). The compromise effect in post-purchase consumption behavior. European Advances in Consumer Research, 11, 289-298.
Vilas Boas, L. H. D. B., de Souza Sette, R., & de Brito, M. J. (2006). Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria da cadeia de meios e fins. Organizações Rurais & Agroindustriais, 8(1), 25-39.
Vilas Boas, L. H. D. B., Pimenta, M. L., & de Souza Sette, R. (2008). Percepções no consumo de alimentos orgânicos em supermercados: a influência de valores individuais como determinante de compra. Organizações Rurais & Agroindustriais, 10(2), 264-278.
Witell, L., Holmlund, M., & Gustafsson, A. (2020). Guest editorial: a new dawn for qualitative service research. Journal of Services Marketing. 34(1), 1-7.
Zagata, L. (2014). Towards conscientious food consumption: exploring the values of C zech organic food consumers. International Journal of Consumer Studies, 38(3), 243-250.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Alessandro Silva de Oliveira; Matheus Alberto Rodrigues Silva; Luiz Henrique de Barros Vilas Boas; Richardson Coimbra Borges; Francisco de Assis da Silva Medeiros; Lucas Oliveira Nacif
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
