Perception regarding the attributes of sustainability in a retail supermarket

• Autor(a) principal: Cunha, Christiano França da
• Data de Publicação: 2011
• Outros Autores: Spers, Eduardo Eugênio, Zylbersztajn, Decio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/30787
• topic: Private label; marketing; means-end chains; factor analysis; traceability; Marca propia; marketing; cadena medios-fines; análisis factorial; trazabilidad; Marca própria; marketing; cadeia meio-fim; análise fatorial; rastreabilidade

The labels and certificates are a response from the retail to consumer’s needs for enhanced monitoring of quality and food safety. There are several types of labels found in retail, some are specific to the attribute related to the origin of the product and others attest various intrinsic and extrinsic characteristics. Among labels of products marketed by a supermarket network in Brazil is the Guarantee ofOrigin (G.O). In order to assess the perception of consumers, 120 customers were interviewed in supermarkets in the region of Campinas and Piracicaba-SP, that had GO products. By means of factor analysis, four important dimensions were identified: food safety; intrinsic quality of product; different production system; and governmental verification. In relation to the origin and sustainability attributes, values such as prestige, credibility and respect were considered relevant. The paper presents contributions in the methodological and theoretical fields, helping a better comprehension of these consumers’ perceptions about these attributes.