Compreendendo a percepção dos potenciais consumidores de carne cultivada usando associação livre de palavras
DOI:
https://doi.org/10.5585/remark.v21i5.18560Palavras-chave:
Carne cultivada, Representações sociais, Associação livre de palavras, Percepção do con-sumidorResumo
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.
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