Efeito do estilo de vida relacionado à alimentação orgânica na atitude e intenção de compra de alimentos orgânicos: evidências do Brasil
DOI:
https://doi.org/10.5585/remark.v20i4.19192Palavras-chave:
Comportamento do Consumidor, Atitude, Teoria do Comportamento Planejado, Estilo de Vida Relacionado à Alimentação, Modelagem de Equações EstruturaisResumo
Objetivo: Analisar, no contexto brasileiro, o efeito do estilo de vida relacionado à alimentação orgânica na atitude e intenção de compra dos alimentos orgânicos.
Método: Foi desenvolvida uma estrutura conceitual, com um constructo de segunda ordem, o estilo de vida relacionado à alimentação orgânica (OFRL), para avaliar seu impacto na atitude e na intenção de compra, por meio de um survey online com 651 consumidores brasileiros (amostra não-probabilística). Para a análise dos dados, o método escolhido foi a Modelagem de Equações Estruturais, por mínimos quadrados parciais e modelos de caminhos (PLS-PM), utilizando-se o software SmartPLS 2.0.
Originalidade / Relevância: Este estudo amplia a literatura e fornece novos insights ao analisar as consequências do OFRL sobre a atitude e intenção de compra de alimentos orgânicos.
Resultados: O constructo OFRL é um bom preditor para a intenção de compra de alimentos orgânicos e apresenta forte relação com a atitude, que desempenha um papel mediador na relação OFRL-intenção de compra, melhorando o papel preditivo do estilo de vida relacionado aos alimentos orgânicos em relação à intenção de compra. O modelo explica 19% da variância de atitude e 51% da variância de intenção de compra.
Contribuições teórico-metodológicas: Do ponto de vista teórico, este trabalho inova ao propor um constructo de segunda ordem único, composto por variáveis latentes ligadas ao estilo de vida relacionado à alimentação orgânica (OFRL), para medir seu impacto na formação de atitude e intenção de compra em relação aos alimentos orgânicos.
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