Consumo saudável: uma análise do comportamento do consumidor no contexto dos alimentos orgânicos.

• Ano de defesa: 2016
• Autor(a) principal: Brandão, Wanderberg Alves
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Consumo saudável; Healthy consumption; Disposição a pagar; Marketing e sociedade; Willingness to pay; Marketing and Society; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/8280

The responsible consumption and healthy consumption aims to balance the relationship between all stakeholders involved in an exchange ratio. In this research will be discussed aspects of sustainability, responsibility and the benefits associated with promoting the consumption of organic food. The main purpose is to analyze the factors that influence attitudes, purchase intent and willingness to pay of consumers for organic foods. The methodological procedures involved the construction of a structured questionnaire with items validated in previous studies of scales and adapted to the context of the research; the data were subjected to an exploratory analysis and, as a result, the structural equation modeling to test the theoretical model of the research was conducted, as well as other modeling techniques to test additional hypotheses of the research, such as beta regression, the quantile regression and simple linear regression. The results indicated that concern about health and food safety are two variables that significantly contribute to the formation of attitudes favorable to buying organic foods and that this in turn influences the purchase intention of the people. Positive attitudes in general, also influence the willingness to pay more for healthy food.