Saudável, moral ou ecológico? Classes latentes no consumo de comida vegana
DOI:
https://doi.org/10.5585/remark.v22i2.21309Palavras-chave:
Veganos, Motivações, Envolvimento, Inibidores, Classes LatentesResumo
Objetivo: Identificar as diferentes classes de consumidores de comida vegana baseado em suas motivações, inibições e envolvimento com a dieta vegana.
Método: Foi realizada uma survey com 263 veganos e testado um modelo por meio de Modelagem de Equações Estruturais e Análise de Classe Latentes.
Resultados: A motivação pessoal mostrou-se um forte motivador dos hábitos alimentares, e o envolvimento influenciou significativamente a intenção de compra, conforme previsto. O estudo identificou duas classes de veganos: os Saudáveis e Ecológicos, sugerindo que o público vegano é mais heterogêneo do que é comumente conhecido.
Contribuições: A pesquisa ofereceu novas possibilidades a academia, trazendo mais informações sobre esse tipo de consumo. O estudo pode auxiliar os fornecedores de produtos veganos a conhecerem melhor os diferentes tipos de comportamentos dos seus consumidores.
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