A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina

Detalhes bibliográficos
Autor(a) principal: Burnier, Pedro Carvalho
Data de Publicação: 2018
Tipo de documento: Tese
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/477
Resumo: Sustainable consumption may be the result of a decision-making process that considers not only the individual needs of consumers (related to taste, price and convenience), but also perceptions and attitudes towards social responsibility (environment and fair trade), labeling (brand and seal) and sustainable food production (traceability, CO2 emissions and animal welfare). Sustainable products tend to be perceived by consumers as having higher quality and greater social, environmental and economic value. The beef sector must be aware of consumer behavior to improve sustainability in order to both take actions and comply with legislation to meet these demands. This study assesses the influence of the environmental dimension on the attitude, intention to buy, willingness to pay, involvement, concern over the production process and with the quality of the beef. Formatted in articles, this dissertation is divided into three chapters. First, a qualitative study was conducted (in-depth interviews with specialists and consumer focus groups) aiming at mapping the dimensions to relevant socio-environmental attributes that influence consumers’ purchasing attitudes and intentions. Then an online survey was conducted with 725 consumers of meat, a structural model was proposed, and 8 hypotheses were tested using the software SmartPLS-3.0 to analyze the relations between the proposed constructs from the literature review so as to establish a scale to measure the concern with the production process. Finally, the consumer’s intention to buy and willingness to pay were tested, taking into account only trade-offs of socio-environmental attributes of beef based on a model of Discrete Choice Analysis. The results obtained from both the in-depth and focus groups interviews in the first article aimed at validating the relevance of variables included in the proposed conceptual model bearing relations that may assess the influence of the environmental dimension on the attitude towards and intention of purchasing beef. The model tested in the second article suggests that involvement with product and concern over production process are related to attitude towards and intention of purchasing sustainable meat. However, brand value (which includes food safety) is not correlated with sustainable meat purchasing intention. The scale that measures the concern over the production process shows that the attributes of animal welfare, traceability, company’s social and environmental responsibility should be better communicated to consumers. Finally, the results obtained in the third article confirm the importance of both animal welfare and traceability attributes upon choosing meat. The study indicates that consumption frequency, type and presence of a known brand distinctively influence meat choice on a functional purchase (day to day) when compared to a hedonic purchase (barbecue). The results suggest that industry and retailers should better explore the opportunity for differentiation, increasing knowledge about carbon emissions and disseminating the animal welfare attribute in the language of their communication strategies and product / brand positioning which have socio-environmental attributes as part of the benefits to the final consumer. The proposed structural model should be used as a reference in future studies that include food sustainability as a theme. The devised and validated scale that comprises the Concern over the Production Process construct should be used as a reference in future studies. Investigating the trade-offs between socio-environmental attributes gives way to assessing them more profoundly and contributes to the extant literature.
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spelling Spers, Eduardo EugênioRocha, Thelma valériaAlmeida, Luciana Florêncio deZylbersztajn, DecioBarcellos, Marcia Dutra de49708937649http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8540602Y1&tokenCaptchar=03AGdBq27r3VcjiLw63R4z2nu_FE_AdEF99viEBVQOG0nNBGkbjy2REbArtT56w0XjVuypWX2mehATMPUgY4NK3e7gxi1V9uSo0hl70r88UNvhC0-S5suQiKJsD4kEwcKxJxk0VfRUAVzAE6YzcYIgvgn6644idGWdm4nY9xJH-MNoJta4Q-h74MceSVRZ2yKV4bQ8XktxxQRrNSNicVylPqpNJyGXXQUmeR45TX-3HfvJtBVdTj4j17Xg1wqppGem_VXwNiBwxTUZyczyTKyfgpWw_RASTLzkkB_gvuPLFTfsnWwIUmN65sU9zmk7x-fcCDrOR_fwvkQlUgdg6V-5QfGmKGuGvN_Ttwfut2rtxzlUGudOUbl7duGClfiSFI9D0KUQ1xMH6OxEFDcYrZMrKECxPV39nIbN1gLIwTDW74vkRISKsXzxxN7eBcJbqxYkmCk8Cnbr9sQ6hDGaaV6hgpv6gUDh3_DsMABurnier, Pedro Carvalho2020-10-22T19:13:31Z2018-12-12Burnier, Pedro Carvalho. A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina. 2018. [178 f.]. Tese ( Programa de Doutorado em Administração com Concentração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/477Sustainable consumption may be the result of a decision-making process that considers not only the individual needs of consumers (related to taste, price and convenience), but also perceptions and attitudes towards social responsibility (environment and fair trade), labeling (brand and seal) and sustainable food production (traceability, CO2 emissions and animal welfare). Sustainable products tend to be perceived by consumers as having higher quality and greater social, environmental and economic value. The beef sector must be aware of consumer behavior to improve sustainability in order to both take actions and comply with legislation to meet these demands. This study assesses the influence of the environmental dimension on the attitude, intention to buy, willingness to pay, involvement, concern over the production process and with the quality of the beef. Formatted in articles, this dissertation is divided into three chapters. First, a qualitative study was conducted (in-depth interviews with specialists and consumer focus groups) aiming at mapping the dimensions to relevant socio-environmental attributes that influence consumers’ purchasing attitudes and intentions. Then an online survey was conducted with 725 consumers of meat, a structural model was proposed, and 8 hypotheses were tested using the software SmartPLS-3.0 to analyze the relations between the proposed constructs from the literature review so as to establish a scale to measure the concern with the production process. Finally, the consumer’s intention to buy and willingness to pay were tested, taking into account only trade-offs of socio-environmental attributes of beef based on a model of Discrete Choice Analysis. The results obtained from both the in-depth and focus groups interviews in the first article aimed at validating the relevance of variables included in the proposed conceptual model bearing relations that may assess the influence of the environmental dimension on the attitude towards and intention of purchasing beef. The model tested in the second article suggests that involvement with product and concern over production process are related to attitude towards and intention of purchasing sustainable meat. However, brand value (which includes food safety) is not correlated with sustainable meat purchasing intention. The scale that measures the concern over the production process shows that the attributes of animal welfare, traceability, company’s social and environmental responsibility should be better communicated to consumers. Finally, the results obtained in the third article confirm the importance of both animal welfare and traceability attributes upon choosing meat. The study indicates that consumption frequency, type and presence of a known brand distinctively influence meat choice on a functional purchase (day to day) when compared to a hedonic purchase (barbecue). The results suggest that industry and retailers should better explore the opportunity for differentiation, increasing knowledge about carbon emissions and disseminating the animal welfare attribute in the language of their communication strategies and product / brand positioning which have socio-environmental attributes as part of the benefits to the final consumer. The proposed structural model should be used as a reference in future studies that include food sustainability as a theme. The devised and validated scale that comprises the Concern over the Production Process construct should be used as a reference in future studies. Investigating the trade-offs between socio-environmental attributes gives way to assessing them more profoundly and contributes to the extant literature.O consumo sustentável pode ser o resultado de um processo decisório em que se consideram não apenas as necessidades individuais dos consumidores (relacionadas a gosto, preço e conveniência), mas também as percepções e atitudes em relação à responsabilidade social (meio ambiente e comércio justo), rotulagem (marca e selo) e produção sustentável de alimento (rastreabilidade, emissões de CO2 e bem-estar animal). Os produtos sustentáveis tendem a ser percebidos pelos compradores como de melhor qualidade e maior valor social, ambiental e econômico. O setor da carne bovina necessita conhecer este comportamento do consumidor para melhorar a sustentabilidade a fim de desenvolver ações para atender legislações relativas a essa demanda. Assim, neste trabalho, avalia-se a influência da dimensão ambiental na atitude, na intenção de compra, no desejo de pagar, no envolvimento e na preocupação com o processo produtivo e com a qualidade da carne bovina. Esta tese é apresentada no formato de artigos, sendo dividida em três capítulos. O capítulo 1 apresenta um estudo qualitativo (entrevista em profundidade com especialistas e grupo focal com consumidores) para mapear dimensões e atributos socioambientais relevantes que influenciam as atitudes e a intenção de compra do consumidor. O capítulo 2 traz uma survey on-line, com 725 consumidores de carne, e apresenta um modelo estrutural, sendo testadas oito hipóteses utilizando-se o software SmartPLS-3.0, para analisar as relações entre construtos identificados na revisão da literatura, sendo também apresentada uma escala para mensurar a preocupação com o processo produtivo. E, no capítulo 3, testou-se a intenção de compra do consumidor e o desejo de pagar considerando exclusivamente os trade-offs de atributos socioambientais da carne bovina com base em um modelo de Análise de Escolha Discreta. Os resultados encontrados nas entrevistas em profundidade e nas seções do grupo focal, no primeiro artigo, serviram para validar a relevância das variáveis incluídas no modelo conceitual proposto, o qual contém relações com as quais se pode avaliar a influência da dimensão ambiental na atitude e na intenção de compra da carne bovina. O modelo testado no segundo artigo sugere que “envolvimento com o produto” e “preocupação com processo produtivo” estão relacionadas com atitude e intenção de compra da carne sustentável. Entretanto o valor da marca (incluindo segurança do alimento) não apresentou correlação com a intenção de compra da carne sustentável. A escala de conhecimento produtivo mostra que atributos, como bem-estar animal, rastreabilidade, responsabilidade socioambiental da empresa, devem ser mais bem comunicados aos consumidores. Por fim, os achados do terceiro artigo confirmam a importância dos atributos “bem-estar animal” e “rastreabilidade” no processo de escolha da carne. O estudo indica que a frequência de consumo, o gênero e a presença de uma marca conhecida influenciam de forma distinta a escolha da carne numa compra funcional (dia a dia), quando comparada a de uma compra hedônica/recreativa (ex. churrasco). Os resultados sugerem que a indústria e o setor varejista devem explorar melhor a oportunidade de diferenciação da ocasião de compra, elevando o conhecimento sobre emissão de carbono e divulgando o atributo de bem-estar animal na formulação de suas estratégias de comunicação e no posicionamento de produtos/marcas que possuam atributos socioambientais como parte dos benefícios ofertados ao consumidor final. Diante do exposto, destaca-se que o modelo estrutural proposto pode ser utilizado como referência para outras pesquisas que tratem do tema sustentabilidade em alimentos. A escala criada e validada que compõe o construto “preocupação com processo produtivo” pode também ser usada como referência em estudos futuros. Vale destacar que investigar os trade-offs entre atributos socioambientais permitiu uma avaliação mais aprofundada desses atributos e contribui para a literatura existente.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-22T18:03:39Z No. of bitstreams: 1 PEDRO CARVALHO BURNIER.pdf: 2320092 bytes, checksum: 96c57986311e351f6227a84b3d9138c0 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-22T18:05:33Z (GMT) No. of bitstreams: 1 PEDRO CARVALHO BURNIER.pdf: 2320092 bytes, checksum: 96c57986311e351f6227a84b3d9138c0 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-10-22T19:13:20Z (GMT) No. of bitstreams: 1 PEDRO CARVALHO BURNIER.pdf: 2320092 bytes, checksum: 96c57986311e351f6227a84b3d9138c0 (MD5)Made available in DSpace on 2020-10-22T19:13:31Z (GMT). No. of bitstreams: 1 PEDRO CARVALHO BURNIER.pdf: 2320092 bytes, checksum: 96c57986311e351f6227a84b3d9138c0 (MD5) Previous issue date: 2018-12-12application/pdfhttp://tede2.espm.br/retrieve/1563/PEDRO%20CARVALHO%20BURNIER.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Doutorado em Administração com Concentração em Gestão InternacionalESPMBrasilESPM::Pós-Graduação Stricto Sensumarketing; sustentabilidade; carne bovina; willingness to pay (WTP); comportamento do consumidormarketing; sustainability; beef; willingness to pay (WTP); consumer behaviorCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovinaThe influence of the environmental dimension on attitude, purchase intention and desire to pay for beefinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis-7696919625011687972500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILPEDRO CARVALHO BURNIER.pdf.jpgPEDRO CARVALHO BURNIER.pdf.jpgimage/jpeg1943http://tede2.espm.br:8080/tede/bitstream/tede/477/4/PEDRO+CARVALHO+BURNIER.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD54TEXTPEDRO CARVALHO BURNIER.pdf.txtPEDRO CARVALHO BURNIER.pdf.txttext/plain403969http://tede2.espm.br:8080/tede/bitstream/tede/477/3/PEDRO+CARVALHO+BURNIER.pdf.txt417bb4d6fc49904084298e42c29b4b14MD53ORIGINALPEDRO CARVALHO BURNIER.pdfPEDRO CARVALHO BURNIER.pdfapplication/pdf2320092http://tede2.espm.br:8080/tede/bitstream/tede/477/2/PEDRO+CARVALHO+BURNIER.pdf96c57986311e351f6227a84b3d9138c0MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/477/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/4772020-10-23 02:00:27.041oai:tede2.espm.br:tede/477TElDRU7Dh0EgREUgRElTVFJJQlVJw4dBTyBOw4NPLUVYQ0xVU0lWQQpDb20gYSBhcHJlc2VudGHDp8OjbyBkZXN0YSBsaWNlbsOnYSwgdm9jw6ogKG8gYXV0b3IgKGVzKSBvdSBvIHRpdHVsYXIgZG9zIGRpcmVpdG9zIGRlIGF1dG9yKSBjb25jZWRlIEVTUE0gbyBkaXJlaXRvIG5vLWV4Y2x1c2l2byBkZSByZXByb2R1emlyLCB0cmFkdXppciAoY29uZm9ybWUgZGVmaW5pZG8gYWJhaXhvKSwgZS9vdSBkaXN0cmlidWlyIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyAoaW5jbHVpbmRvIG8gcmVzdW1vKSBwb3IgdG9kbyBvIG11bmRvIG5vIGZvcm1hdG8gaW1wcmVzc28gZSBlbGV0csO0bmljbyBlIGVtIHF1YWxxdWVyIG1laW8sIGluY2x1aW5kbyBvcyBmb3JtYXRvcyDDoXVkaW8gb3UgdsOtZGVvLgoKVm9jw6ogY29uY29yZGEgcXVlIGEgRVNQTSBwb2RlLCBzZW0gYWx0ZXJhciBvIGNvbnRlw7pkbywgdHJhbnNwb3IgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIHBhcmEgcXVhbHF1ZXIgbWVpbyBvdSBmb3JtYXRvIHBhcmEgZmlucyBkZSBwcmVzZXJ2YcOnw6NvLgoKVm9jw6ogdGFtYsOpbSBjb25jb3JkYSBxdWUgYSBFU1BNIHBvZGUgbWFudGVyIG1haXMgZGUgdW1hIGPDs3BpYSBhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28gcGFyYSBmaW5zIGRlIHNlZ3VyYW7Dp2EsIGJhY2stdXAgZSBwcmVzZXJ2YcOnw6NvLgoKVm9jw6ogZGVjbGFyYSBxdWUgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIMOpIG9yaWdpbmFsIGUgcXVlIHZvY8OqIHRlbSBvIHBvZGVyIGRlIGNvbmNlZGVyIG9zIGRpcmVpdG9zIGNvbnRpZG9zIG5lc3RhIGxpY2Vuw6dhLiBWb2PDqiB0YW1iw6ltIGRlY2xhcmEgcXVlIG8gZGVww7NzaXRvIGRhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28sIHF1ZSBzZWphIGRlIHNldSBjb25oZWNpbWVudG8sIG7Do28gaW5mcmluZ2UgZGlyZWl0b3MgYXV0b3JhaXMgZGUgbmluZ3XDqW0uCgpDYXNvIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBjb250ZW5oYSBtYXRlcmlhbCBxdWUgdm9jw6ogbsOjbyBwb3NzdWkgYSB0aXR1bGFyaWRhZGUgZG9zIGRpcmVpdG9zIGF1dG9yYWlzLCB2b2PDqiBkZWNsYXJhIHF1ZSBvYnRldmUgYSBwZXJtaXNzw6NvIGlycmVzdHJpdGEgZG8gZGV0ZW50b3IgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIHBhcmEgY29uY2VkZXIgw6AgRVNQTSBvcyBkaXJlaXRvcyBhcHJlc2VudGFkb3MgbmVzdGEgbGljZW7Dp2EsIGUgcXVlIGVzc2UgbWF0ZXJpYWwgZGUgcHJvcHJpZWRhZGUgZGUgdGVyY2Vpcm9zIGVzdMOhIGNsYXJhbWVudGUgaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3Ugbm8gY29udGXDumRvIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBvcmEgZGVwb3NpdGFkYS4KCkNBU08gQSBURVNFIE9VIERJU1NFUlRBw4fDg08gT1JBIERFUE9TSVRBREEgVEVOSEEgU0lETyBSRVNVTFRBRE8gREUgVU0gUEFUUk9Dw41OSU8gT1UgQVBPSU8gREUgVU1BIEFHw4pOQ0lBIERFIEZPTUVOVE8gT1UgT1VUUk8gT1JHQU5JU01PIFFVRSBOw4NPTyBTRUpBIEEgRVNQTSwgVk9Dw4ogREVDTEFSQSBRVUUgUkVTUEVJVE9VIFRPRE9TIEUgUVVBSVNRVUVSIERJUkVJVE9TIERFIFJFVklTw4NPIENPTU8gVEFNQsOJTSBBUyBERU1BSVMgT0JSSUdBw4fDlUVTIEVYSUdJREFTIFBPUiBDT05UUkFUTyBPVSBBQ09SRE8uCgpBIEVTUE0gc2UgY29tcHJvbWV0ZSBhIGlkZW50aWZpY2FyIGNsYXJhbWVudGUgbyBzZXUgbm9tZSAocykgb3UgbyAocykgbm9tZSAocykgZG8gKHMpIGRldGVudG9yIChlcykgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbywgZSBuw6NvIGZhcmEgcXVhbHF1ZXIgYWx0ZXJhw6fDo28sIGFsw6ltIGRhcXVlbGFzIGNvbmNlZGlkYXMgcG9yIGVzdGEgbGljZW7Dp2EuCg==Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-10-23T04:00:27Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.por.fl_str_mv A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
dc.title.alternative.eng.fl_str_mv The influence of the environmental dimension on attitude, purchase intention and desire to pay for beef
title A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
spellingShingle A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
Burnier, Pedro Carvalho
marketing; sustentabilidade; carne bovina; willingness to pay (WTP); comportamento do consumidor
marketing; sustainability; beef; willingness to pay (WTP); consumer behavior
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
title_full A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
title_fullStr A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
title_full_unstemmed A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
title_sort A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina
author Burnier, Pedro Carvalho
author_facet Burnier, Pedro Carvalho
author_role author
dc.contributor.advisor1.fl_str_mv Spers, Eduardo Eugênio
dc.contributor.referee1.fl_str_mv Rocha, Thelma valéria
dc.contributor.referee2.fl_str_mv Almeida, Luciana Florêncio de
dc.contributor.referee3.fl_str_mv Zylbersztajn, Decio
dc.contributor.referee4.fl_str_mv Barcellos, Marcia Dutra de
dc.contributor.authorID.fl_str_mv 49708937649
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8540602Y1&tokenCaptchar=03AGdBq27r3VcjiLw63R4z2nu_FE_AdEF99viEBVQOG0nNBGkbjy2REbArtT56w0XjVuypWX2mehATMPUgY4NK3e7gxi1V9uSo0hl70r88UNvhC0-S5suQiKJsD4kEwcKxJxk0VfRUAVzAE6YzcYIgvgn6644idGWdm4nY9xJH-MNoJta4Q-h74MceSVRZ2yKV4bQ8XktxxQRrNSNicVylPqpNJyGXXQUmeR45TX-3HfvJtBVdTj4j17Xg1wqppGem_VXwNiBwxTUZyczyTKyfgpWw_RASTLzkkB_gvuPLFTfsnWwIUmN65sU9zmk7x-fcCDrOR_fwvkQlUgdg6V-5QfGmKGuGvN_Ttwfut2rtxzlUGudOUbl7duGClfiSFI9D0KUQ1xMH6OxEFDcYrZMrKECxPV39nIbN1gLIwTDW74vkRISKsXzxxN7eBcJbqxYkmCk8Cnbr9sQ6hDGaaV6hgpv6gUDh3_DsMA
dc.contributor.author.fl_str_mv Burnier, Pedro Carvalho
contributor_str_mv Spers, Eduardo Eugênio
Rocha, Thelma valéria
Almeida, Luciana Florêncio de
Zylbersztajn, Decio
Barcellos, Marcia Dutra de
dc.subject.por.fl_str_mv marketing; sustentabilidade; carne bovina; willingness to pay (WTP); comportamento do consumidor
topic marketing; sustentabilidade; carne bovina; willingness to pay (WTP); comportamento do consumidor
marketing; sustainability; beef; willingness to pay (WTP); consumer behavior
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv marketing; sustainability; beef; willingness to pay (WTP); consumer behavior
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description Sustainable consumption may be the result of a decision-making process that considers not only the individual needs of consumers (related to taste, price and convenience), but also perceptions and attitudes towards social responsibility (environment and fair trade), labeling (brand and seal) and sustainable food production (traceability, CO2 emissions and animal welfare). Sustainable products tend to be perceived by consumers as having higher quality and greater social, environmental and economic value. The beef sector must be aware of consumer behavior to improve sustainability in order to both take actions and comply with legislation to meet these demands. This study assesses the influence of the environmental dimension on the attitude, intention to buy, willingness to pay, involvement, concern over the production process and with the quality of the beef. Formatted in articles, this dissertation is divided into three chapters. First, a qualitative study was conducted (in-depth interviews with specialists and consumer focus groups) aiming at mapping the dimensions to relevant socio-environmental attributes that influence consumers’ purchasing attitudes and intentions. Then an online survey was conducted with 725 consumers of meat, a structural model was proposed, and 8 hypotheses were tested using the software SmartPLS-3.0 to analyze the relations between the proposed constructs from the literature review so as to establish a scale to measure the concern with the production process. Finally, the consumer’s intention to buy and willingness to pay were tested, taking into account only trade-offs of socio-environmental attributes of beef based on a model of Discrete Choice Analysis. The results obtained from both the in-depth and focus groups interviews in the first article aimed at validating the relevance of variables included in the proposed conceptual model bearing relations that may assess the influence of the environmental dimension on the attitude towards and intention of purchasing beef. The model tested in the second article suggests that involvement with product and concern over production process are related to attitude towards and intention of purchasing sustainable meat. However, brand value (which includes food safety) is not correlated with sustainable meat purchasing intention. The scale that measures the concern over the production process shows that the attributes of animal welfare, traceability, company’s social and environmental responsibility should be better communicated to consumers. Finally, the results obtained in the third article confirm the importance of both animal welfare and traceability attributes upon choosing meat. The study indicates that consumption frequency, type and presence of a known brand distinctively influence meat choice on a functional purchase (day to day) when compared to a hedonic purchase (barbecue). The results suggest that industry and retailers should better explore the opportunity for differentiation, increasing knowledge about carbon emissions and disseminating the animal welfare attribute in the language of their communication strategies and product / brand positioning which have socio-environmental attributes as part of the benefits to the final consumer. The proposed structural model should be used as a reference in future studies that include food sustainability as a theme. The devised and validated scale that comprises the Concern over the Production Process construct should be used as a reference in future studies. Investigating the trade-offs between socio-environmental attributes gives way to assessing them more profoundly and contributes to the extant literature.
publishDate 2018
dc.date.issued.fl_str_mv 2018-12-12
dc.date.accessioned.fl_str_mv 2020-10-22T19:13:31Z
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dc.identifier.citation.fl_str_mv Burnier, Pedro Carvalho. A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina. 2018. [178 f.]. Tese ( Programa de Doutorado em Administração com Concentração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/477
identifier_str_mv Burnier, Pedro Carvalho. A influência da dimensão ambiental na atitude, na intenção de compra e no desejo de pagar pela carne bovina. 2018. [178 f.]. Tese ( Programa de Doutorado em Administração com Concentração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
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