Compreendendo a percepção dos potenciais consumidores de carne cultivada usando associação livre de palavras

Maurílio Barbosa de Oliveira da Silva, Christiano França da Cunha

Resumo


Objetivo:  O estudo busca compreender a atual percepção de potenciais consumidores sobre a carne cultivada e quais dimensões afetam essa percepção.

Método: Um total de 751 consumidores brasileiros concluíram a tarefa de associação de palavras com carne cultivada. As palavras desencadeadas foram sistematizadas e analisadas com o auxílio do software IRAMUTEQ e sob a ótica da teoria das Representações Sociais.

Originalidade: O estudo amplia teórica e empiricamente o entendimento sobre o potencial da carne cultivada e identifica as influências que poderão atuar na decisão de consumir ou não este produto.

Resultados: As evocações dos participantes induzem complexas e por vezes antagônicas representações. Embora 75% dos questionados declararem interesse em experimentar a carne cultivada, os verbetes mais recorrentes expressam um gosto pelo avanço tecnológico, do mesmo modo que mantém um receio por aquilo que consideram não natural. Sustentabilidade e benefícios para saúde foram citados como pontos positivos.

Contribuições: Devido a carência de trabalhos empíricos que versem sobre o assunto no contexto brasileiro e a proximidade do lançamento desse produto no mercado, o presente estudo aprofunda os conhecimentos existente e dá suporte empírico para estudos subsequentes.


Palavras-chave


Carne cultivada; Representações sociais; Associação livre de palavras; Percepção do con-sumidor

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v21i5.18560

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