Da intenção ao comportamento de compra real: fatores que influenciam o consumo de alimentos orgânicos no Brasil

Abstract

This study aimed to analyze the most relevant behavioral factors in the literature that influence the consumer behavior in Brazil in terms of the intention to buy and buy organic foods. The research is aligned with a series of efforts already developed internationally and proposes to be a contribution to study the consumer behavior of organic foods. From the literature review, the constructs that supported the hypotheses of the study were chosen. The research instrument was virtually applied, which resulted in a final sample of 351 Brazilian respondents. Afterwards, the data were submitted to the procedures of measurement of the scales, followed by the extraction of descriptive measures and bivariate association, and finally, a structural equations modeling, to investigate the hypotheses enunciated seeking greater safety regarding the relationship between the constructs . As central results, it was verified that health awareness is the main factor influencing the purchase intention, followed by food security and availability. The assumptions that confidence in organic food certification by government agencies and personal confidence in local producers and sellers influence the intent and actual purchase of organic foods have not been confirmed. We also verified that the intention positively affects the actual purchase.