Personal values that motivate the consumption of healthy yoghurts
DOI:
https://doi.org/10.5585/remark.v21i5.21463Keywords:
Marketing. Consumer behavior, Personal values, Healthy yogurtsAbstract
Objective: To understand the relationship between the product's characteristics, the consequences perceived through consumption and the personal values that act as guides in the consumption of yogurt considered healthy.
Methodology: Guided by Means-End Chain Theories and Basic Human Values, this study also made use of the Laddering technique and its methodological breakdowns. This qualitative study and descriptive objectives had the participation of 60 interviewed consumers.
Relevance/originality: The Theory of Basic Human Values has been updated in recent years, until the proposal on the existence of a new domain of personal values on the welfare and rights of animals. Therefore, this study verifies the existence of this value in the behavioral context of consumption. Furthermore, studies on personal values contribute to the literature regarding the understanding of the motivation to adhere to a healthy diet.
Results: The study identified that personal values of personal safety, hedonism and achievement are the main guides in the consumption of healthy yogurts.
Theoretical/methodological contributions: The theoretical contribution of the study refers to proof and reinforcement of the existence of a personal value oriented towards animal welfare and concern. On the other hand, the methodological contribution refers to the simultaneous use of two cutoff points to interpret the information illustrated by the Hierarchical Values Map, highlighting the relevant aspects and potential alternatives for communication strategies.
Downloads
References
Adolfsson, O., Meydani, S. N., & Russell, R.M. (2004). Yogurt and gut function. The American Journal of Clinical Nutrition, 80(2), 245-256. https://doi.org/10.1093/ajcn/80.2.245
Ares, G., Giménez, A., & Gámbaro, A. (2008). Understanding consumers’ perception of conventional and functional yogurts using word association and hard laddering. Food Quality and Preference, 19(7), 636-643. https://doi.org/10.1016/j.foodqual.2008.05.005
Associação Brasileira da Indústria de Alimentos [ABIA]. (2021). Relatório anual 2020. São Paulo: ABIA. https://www.abia.org.br/vsn/temp/z2021422RelatorioAnual2020.pdf
Baldin, N., & Munhoz, E. M. B. (2012). Educação Ambiental Comunitária: uma experiência com a técnica de pesquisa Snowball (bola de neve). Revista Eletrônica do Mestrado em Educação Ambiental, 27. https://doi.org/10.14295/remea.v27i0.3193
Boecker, A., Hartl, J., & Nocella, G. (2008). How different are GM food accepters and rejecters really? A means-end chains application to yogurt in Germany. Food Quality and Preference, 19(4), 383-394. https://doi.org/10.1016/j.foodqual.2007.11.006
Bredahl, L. (1999). Consumers» Cognitions with regard to genetically modified foods. Results of a qualitative study in four countries. Appetite, 33(3), 343-360. https://doi.org/10.1006/appe.1999.0267
Brunsø, K., Scholderer, J., & Grunert, K. G. (2004a). Testing relationships between values and food-related lifestyle: results from two European countries. Appetite, 43(2), 195-205. https://doi.org/10.1016/j.appet.2004.05.001
Brunsø, K., Scholderer, J., & Grunert, K. G. (2004b). Closing the gap between values and behavior—a means–end theory of lifestyle. Journal of Business Research, 57(6), 665-670. https://doi.org/10.1016/S0148-2963(02)00310-7
Carvalho, G. R., Rocha, D. T. D., & Carneiro, A. V. (2020). Indicadores: leite e derivados. Embrapa Gado de Leite. Juiz de Fora: Embrapa, 11(19), 1-19. https://www.embrapa.br/busca-de-publicacoes/-/publicacao/1121200/indicadores-leite-e-derivados-v-11-n-100-2020
Castro, Á. L. de O., Vilas Boas, L. H. de B., Rezende, D. C. de., & Pimenta, M. L. (2019). Behind the wine glass: values that guide consumption in Minas Gerais–Brazil. British Food Journal, 121(10), 2477-2489. https://doi.org/10.1108/BFJ-05-2019-0329
Castro, Á. L. de. O. (2019). Valores Pessoais e Identidade dos Consumidores de Vinhos: uma abordagem meios-fim. (Dissertação de Mestrado). Universidade Federal de Lavras, Programa de Pós-Graduação em Administração, Lavras.
Chema, S. K., Marks, L. A., Parcell, J. L., & Bredahl, M. (2006). Marketing biotech soybeans with functional health attributes. Canadian Journal of Agricultural Economics, 54(4), 685-703. https://doi.org/10.1111/j.1744-7976.2006.00073.x
Claeys, C.; Abeele, P. V. (2001). Means-End Chain Theory and involvement: potential research directions. In: J. C. Olson, & T. J. Reynolds (Eds.), Understanding consumer decision making: the means-end approach to marketing and advertising strategy. (pp. 360-387). Mahwah, NJ: Erlbaum.
Costa, A. D. A., Dekker, M., & Jongen, W. M. F. (2004). An overview of means-end theory: potential application in consumer-oriented food product design. Trends in Food Science & Technology, 15(7-8), 403-415. https://doi.org/10.1016/j.tifs.2004.02.005
Dantas, A., Verruck, S., & Prudencio, E. S. (2019). Ciência e Tecnologia de Leite e Produtos Lácteos Sem Lactose. Ponta Grossa-PR: Atena Editora.
Dantas, M. I. de S., Vasconcelos, C. M., Pinto, C. A., Minim, V. P. R., & Martino, H. S. D. (2012). Concentrado proteico do soro e yacon agregam valor nutricional e sensorial em iogurte diet. Revista do Instituto Adolfo Lutz, 71(1), 127-133. https://doi.org/10.53393/rial.2012.v71.32401
Empresa Brasileira de Pesquisa Agropecuária (EMBRAPA). (2019). Sua excelência, o consumidor: novos produtos e novas estratégias da cadeia do leite para ganhar competitividade e conquistar os clientes finais. EMBRAPA: Anuário do Leite 2019, 1, 104.
Feather, N. T. (1988). Values, valences, and course enrollment: Testing the role of personal values within an expectancy-valence framework. Journal of Educational Psychology, 80(3), 381–391. https://doi.org/10.1037/0022-0663.80.3.381
Fotopoulos, C., Krystallis, A., & Anastasios, P. (2011). Portrait value questionnaire's (PVQ) usefulness in explaining quality food‐related consumer behavior. British Food Journal, 113(2) 248-279. https://doi.org/10.1108/00070701111105330
Gandia, R. M., Sugano, J. Y., Vilas Boas, L. H. de B., & Mesquita, D. L. (2018). Beverage capsule consumption: a laddering study. British Food Journal, 120(6), 1250-1263. https://doi.org/10.1108/BFJ-07-2017-0401
Gerhardt, T. E.; Silveira, D. E. T. (2009). Métodos de pesquisa. Porto Alegre/RS: Plageder.
Gray, L. M., Wong-Wylie, G., Rempel, G. R., & Cook, K. (2020). Expanding Qualitative Research Interviewing Strategies: Zoom Video Communications. The Qualitative Report, 25(5), 1292-1301. https://doi.org/10.46743/2160-3715/2020.4212
Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing, 12(3), 209-225. https://doi.org/10.1016/0167-8116(95)00022-T
Guia Alimentar para a População Brasileira. (2014). Secretaria de Atenção à Saúde, Departamento de Atenção Básica. Brasília, DF: Ministério da Saúde. Recuperado de https://bvsms.saude.gov.br/bvs/publicacoes/guia_alimentar_populacao_brasileira_2ed.pdf
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of marketing, 46(2), 60-72. https://doi.org/10.1177/002224298204600207
Gutman, J. (1997). Means–end chains as goal hierarchies. Psychology Marketing, 14(6), 545-560. https://doi.org/10.1002/(SICI)1520-6793(199709)14:6<545::AID-MAR2>3.0.CO;2-7
Hansen, T., & Thomsen, T. U. (2018). The influence of consumers’ interest in healthy eating, definitions of healthy eating, and personal values on perceived dietary quality. Food policy, 80, 55-67. https://doi.org/10.1016/j.foodpol.2018.09.002
Ikeda, A. A., Campomar, M. C., & Chamie, B. C. (2014). Laddering: revelando a coleta e interpretação dos dados. Revista Brasileira de Marketing, 13(4), 49-66. https://doi.org/10.5585/remark.v13i4.2726
Janghorban, R., Roudsari, R. L., & Taghipour, A. (2014). Skype interviewing: The new generation of online synchronous interview in qualitative research. International Journal of Qualitative Studies on Health and Well-being, 9(1), 24152. https://doi.org/10.3402/qhw.v9.24152
Jeske, S., Zannini, E., & Arendt, E. K. (2018). Past, present and future: The strength of plant-based dairy substitutes based on gluten-free raw materials. Food Research International, 110, 42-51. https://doi.org/10.1016/j.foodres.2017.03.045
Jones, R. E., & Abdelfattah, K. R. (2020). Virtual interviews in the era of COVID-19: a primer for applicants. Journal of Surgical Education, 77(4), 733-734. https://doi.org/10.1016/j.jsurg.2020.03.020
Lee, J. A., Sneddon, J. N., Daly, T. M., Schwartz, S. H., Soutar, G. N., & Louviere, J. J. (2019). Testing and extending Schwartz refined value theory using a best–worst scaling approach. Assessment, 26(2), 166-180. https://doi.org/10.1177/1073191116683799
Mazahreh, A. S., & Ershidat, O. T. M. (2009). The benefits of lactic acid bacteria in yogurt on the gastrointestinal function and health. Pakistan Journal of Nutrition, 8(9), 1404-1410. http://pjbs.org/pjnonline/fin1467.pdf
Mirick, R. G., & Wladkowski, S. P. (2019). Skype in qualitative interviews: participant and researcher perspectives. The Qualitative Report, 24(12), 3061-3072.
Missagia, S. V. (2012). A influência dos valores alimentares e das atitudes no consumo de alimentos saudáveis (Dissertação de Mestrado). Universidade Federal de Lavras, Programa de Pós-Graduação em Administração, Lavras.
Oliveira, F. H. de. (2020). Um olhar sobre o consumo de cachaça de alambique: valores pessoais e identidade sob a perspectiva da cadeia meios-fim (Dissertação de Mestrado). Universidade Federal de Lavras, Programa de Pós-Graduação em Administração, Lavras.
Oliveira, T. M. V. de., & Oliveira, B. (2012). Diretrizes para a adequação metodológica e integridade da pesquisa em administração. Revista Administração em Diálogo, 14(1), 79-107. https://doi.org/10.20946/rad.v14i1.10182
Olson, J. C.; Reynolds, T. J. (2001). The means-end approach to understanding consumer decision making. In J. C. Olson, & T. J. Reynolds (Ed.), Understanding consumer decision making: the means-end approach to marketing and advertising strategy. (pp. 3-20). Mahwah, NJ: Erlbaum.
Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of Advertising Research, 28(1), 11-31.
Rokeach, M. (1968). A theory of organization and change within value-attitude systems. Journal of Social Issues, 24(1), 13–33. https://doi.org/10.1111/j.1540-4560.1968.tb01466.x
Rokeach, M. (1973). The nature of human values. Free press.
Saccol, A. Z. (2009). Um retorno ao básico: compreendendo os paradigmas de pesquisa e sua aplicação na pesquisa em administração. Revista de Administração da UFSM, 2(2), 250-269. https://doi.org/10.5902/198346591555
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In Mark P. Zanna (Eds), Advances in experimental social psychology. (Vol. 25, pp. 1-65). Academic Press. https://doi.org/10.1016/S0065-2601(08)60281-6
Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values?. Journal of Social Issues, 50(4), 19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
Schwartz, S. H. (2007). Basic Human Values: theory, methods, and application. Rivista di Psicologia del Lavoro e dell’ Organizzazione, 13(2), 261-283. https://doi.org/10.1400/92271
Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1), 2307-0919. http://dx.doi.org/10.9707/2307-0919.1116
Schwartz, S. H., & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550-562. https://doi.org/10.1037/0022-3514.53.3.550
Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of Personality and Social Psychology, 58(5), 878–891. https://doi.org/10.1037/0022-3514.58.5.878
Siqueira, K. B. (2019). O mercado consumidor de leite e derivados. Circular Técnica (INFOTECA-E). Juiz de Fora/MG: Embrapa, 1-17. https://www.embrapa.br/busca-de-publicacoes/-/publicacao/1110792/o-mercado-consumidor-de-leite-e-derivados
Sonoda, Y., Oishi, K., Chomei, Y., & Hirooka, H. (2018). How do human values influence the beef preferences of consumer segments regarding animal welfare and environmentally friendly production?. Meat science, 146, 75-86. https://doi.org/10.1016/j.meatsci.2018.07.030
Ter Hofstede, F., Steenkamp, J. B. E., & Wedel, M. (1999). International market segmentation based on consumer–product relations. Journal of Marketing Research, 36(1), 1-17. https://doi.org/10.1177/002224379903600101
Urala, N., & Lähteenmäki, L. (2003). Reasons behind consumers’ functional food choices. Nutrition & Food Science, 33(4), 148-158. https://doi.org/10.1108/00346650310488499
Valli, C., Loader, R. J., & Traill, W. B. (2000). Pan-European Food Market Segmentation: An Application to the Yoghurt Market in the EU. Journal of International Food & Agribusiness Marketing, 10(4), 77-99. https://doi.org/10.1300/J047v10n04_06
Vieira, V. A., & Tibola, F. (2005). Pesquisa qualitativa em marketing e suas variações: trilhas para pesquisas futuras. Revista de Administração Contemporânea, 9(2), 9-33. https://doi.org/10.1590/S1415-65552005000200002
Vilas Boas, L. H. de B., Souza Sette, R. de., & Brito, M. J. de. (2006). Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria da cadeia de meios e fins. Organizações Rurais & Agroindustriais, 8(1), 25-39. http://revista.dae.ufla.br/index.php/ora/article/view/176
Vilas Boas, L. H. de. B. (2005). Comportamento do consumidor de produtos orgânicos: uma análise na perspectiva da teoria da cadeia meios e fins (Tese de Doutorado). Universidade Federal de Lavras, Programa de Pós-Graduação em Administração, Lavras.
Worsley, A., & Lea, E. (2008). Consumer concerns about food and health: Examination of general and specific relationships with personal values and demographics. British Food Journal, 110(11), 1106-1118. https://doi.org/10.1108/00070700810918018
Worsley, A., Wang, W. C., & Hunter, W. (2010). Baby boomers’ food shopping habits. Relationships with demographics and personal values. Appetite, 55(3), 466-472. https://doi.org/10.1016/j.appet.2010.08.008
Walker, B. A., & Olson, J. (1991). Means-end chains: Connecting products with self. Journal of Business Research, 22(2), 111-118. https://doi.org/10.1016/0148-2963(91)90045-Y
Whittingham, N., Boecker, A., & Grygorczyk, A. (2020). Personality traits, basic individual values and GMO risk perception of twitter users. Journal of Risk Research, 23(4), 522-540. https://doi.org/10.1080/13669877.2019.1591491
Zhu, Y., Wang, H., Hollis, J. H., & Jacques, P. F. (2015). The associations between yogurt consumption, diet quality, and metabolic profiles in children in the USA. European Journal of Nutrition, 54(4), 543-550. https://doi.org/10.1007/s00394-014-0735-7
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Brazilian Journal of Marketing - BJM
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
