Detalhes bibliográficos
| Ano de defesa: |
2022 |
| Autor(a) principal: |
Muniz, Murilo Molina
 |
| Orientador(a): |
Almeida, Luciana Florêncio de |
| Banca de defesa: |
Sper, Eduardo,
Zalla, Souver |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/690
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Resumo: |
Front of package (FoP) nutritional label has gained prominence in recent years as part of countries' strategy to promote healthy food consumption. Brazil passed the new rule on FoP in October 2020 adopting the magnifying glass label (ML) design. Food industry and retail participants are eager to learn about consumer behavior towards the new changes in food packaging. The extent literature in FoP effects reveals the continuous need to study the consumer behavior facing changes in packaging strategies towards food literacy. In this context, the present research sought to verify the FoP effect on consumers' food purchase intention (H1) and the moderation effect of interest in health on the relationship between the FoP presence/absence and purchase intention (H2). Undergraduate and graduate students from the city of São Paulo (n=96) were randomized to one of two study scenarios and viewed images of yogurts with presence or absence of ML. They responded previous validated scales of general health interest (GHI) and purchase intention as well as demographic and social questions. The study showed that there is a positive effect regarding the absence ML on consumer’s purchase intention and additionally, the GHI has no significant effect in the Fop absence or presence. These findings expand the current knowledge on the recent ML adoption in the Brazilian food industry and consumer choice regarding ML design. Yet the consumer preference relied on the ML absence, the presence was not an element of distinguishment in health concern. In this sense, the findings might be considered by food producers and marketers aimed to enhance other attributes and claims that highlights flavor or indulgence. Additionally, the results pose salient challenges for food engineers to boost healthy ingredients amidst reducing fat, sugar and sodio components. |
