What about alternative meat? The effect of neophobia and negative affect on the intention to buy meat substitutes

Caio Pedrinho da Silva; Elder Semprebon; Germano Glufke Reis

doi:10.5585/remark.v21i4.20166

Autores

Caio Pedrinho da Silva Universidade Federal do Paraná - UFPR http://orcid.org/0000-0002-4214-8527
Elder Semprebon Universidade Federal do Paraná - UFPR https://orcid.org/0000-0002-9201-3751
Germano Glufke Reis Universidade Federal do Paraná - UFPR https://orcid.org/0000-0001-8884-5734

DOI:

https://doi.org/10.5585/remark.v21i4.20166

Palavras-chave:

Afetos negativos, Carne cultivada, Carne à base de insetos, Carne à base de plantas, Neofobia

Resumo

Objetivo: Verificar a baixa intenção de compra dos substitutos da carne (carne cultivada, carne à base de plantas e carne à base de insetos) em comparação à carne convencional, tendo os afetos negativos como um mecanismo de explicação e neofobia como um intensificador desses efeitos.

Métodos: Para atingir o objetivo proposto, foi realizado um estudo experimental para compreender as relações entre os substitutos da carne convencional (carne cultivada, carne à base de plantas e à base de insetos) e a intenção de compra, o efeito mediador do afeto negativo (aversão, perigo e nojo) e o efeito moderador da neofobia.

Originalidade/Relevância: Ainda pouco se sabe a respeito da baixa aceitação de substitutos da carne convencional; portanto, este estudo apresenta um mecanismo de explicação ainda não testado para tal aceitação e um moderador de intensificação.

Resultados: Os afetos negativos explicam a baixa intenção em comprar a carne à base de inseto, e altos níveis de neofobia agem como moderador apenas na relação direta para todos os substitutos da carne.

Contribuições teóricas/metodológicas: Os resultados contribuem para compreender a influência do afeto negativo como mecanismo para explicar a baixa intenção em comprar substitutos da carne quando comparados à carne convencional, além do papel da neofobia neste contexto, bem como as comparações entre os tipos de carnes.

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Biografia do Autor

Caio Pedrinho da Silva, Universidade Federal do Paraná - UFPR

Mestre em Administração

Elder Semprebon, Universidade Federal do Paraná - UFPR

Doutor em Administração

Germano Glufke Reis, Universidade Federal do Paraná - UFPR

Doutor em Administração

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