Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?

Detalhes bibliográficos
Autor(a) principal: de Barcellos, Marcia Dutra
Data de Publicação: 2015
Outros Autores: Bossle, Marilia Bonzanini, Perin, Marcelo Gattermann, Vieira, Luciana Marques
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12080
Resumo: Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to develop innovative ingredients and products (such as organics) that provide healthiness for consumers and a sustainable offer for the market. Considering the importance of consumer evaluation for the adoption and success of an innovation, the aim of this paper is to investigate conscious consumption behaviour of organic food in Brazil. In specific, to verify the relationship between personal values, attitudes towards the environment and technology, and attitudes and consumer behaviour towards eco-innovative food. A survey with 401 consumers was held in organic street markets in Porto Alegre. Data was analysed through Structural Equation Modelling. Results indicate that consumers presented strong collectivistic values and very positive attitudes towards environment and nature. These attitudes positively influence the purchase of eco-innovative food. Attitudes towards technological progress negatively influence on its consumption. Theoretically, the hierarchical model is confirmed. This study addressed the consumption of eco-innovative food, in this case, organic food, trying to overtake the gap between attitudes and behaviour. Public authorities and companies should work to increase consumer awareness and consumption of sustainable food, benefiting society and the natural environment, and must improve communication about the relevance of how technology can act to improve safety and increase the availability of eco-friendly food.
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spelling Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to develop innovative ingredients and products (such as organics) that provide healthiness for consumers and a sustainable offer for the market. Considering the importance of consumer evaluation for the adoption and success of an innovation, the aim of this paper is to investigate conscious consumption behaviour of organic food in Brazil. In specific, to verify the relationship between personal values, attitudes towards the environment and technology, and attitudes and consumer behaviour towards eco-innovative food. A survey with 401 consumers was held in organic street markets in Porto Alegre. Data was analysed through Structural Equation Modelling. Results indicate that consumers presented strong collectivistic values and very positive attitudes towards environment and nature. These attitudes positively influence the purchase of eco-innovative food. Attitudes towards technological progress negatively influence on its consumption. Theoretically, the hierarchical model is confirmed. This study addressed the consumption of eco-innovative food, in this case, organic food, trying to overtake the gap between attitudes and behaviour. Public authorities and companies should work to increase consumer awareness and consumption of sustainable food, benefiting society and the natural environment, and must improve communication about the relevance of how technology can act to improve safety and increase the availability of eco-friendly food.Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to develop innovative ingredients and products (such as organics) that provide healthiness for consumers and a sustainable offer for the market. Considering the importance of consumer evaluation for the adoption and success of an innovation, the aim of this paper is to investigate conscious consumption behaviour of organic food in Brazil. In specific, to verify the relationship between personal values, attitudes towards the environment and technology, and attitudes and consumer behaviour towards eco-innovative food. A survey with 401 consumers was held in organic street markets in Porto Alegre. Data was analysed through Structural Equation Modelling. Results indicate that consumers presented strong collectivistic values and very positive attitudes towards environment and nature. These attitudes positively influence the purchase of eco-innovative food. Attitudes towards technological progress negatively influence on its consumption. Theoretically, the hierarchical model is confirmed. This study addressed the consumption of eco-innovative food, in this case, organic food, trying to overtake the gap between attitudes and behaviour. Public authorities and companies should work to increase consumer awareness and consumption of sustainable food, benefiting society and the natural environment, and must improve communication about the relevance of how technology can act to improve safety and increase the availability of eco-friendly food.Universidade Nove de Julho - Uninove2015-04-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1208010.5585/remark.v14i1.2821ReMark - Revista Brasileira de Marketing; v. 14, n. 1 (2015): Janeiro - Março; 110-1212177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12080/5724Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessde Barcellos, Marcia DutraBossle, Marilia BonzaniniPerin, Marcelo GattermannVieira, Luciana Marques2022-01-18T15:43:20Zoai:https://periodicos.uninove.br:article/12080Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:43:20REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
title Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
spellingShingle Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
de Barcellos, Marcia Dutra
Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
title_short Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
title_full Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
title_fullStr Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
title_full_unstemmed Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
title_sort Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
author de Barcellos, Marcia Dutra
author_facet de Barcellos, Marcia Dutra
Bossle, Marilia Bonzanini
Perin, Marcelo Gattermann
Vieira, Luciana Marques
author_role author
author2 Bossle, Marilia Bonzanini
Perin, Marcelo Gattermann
Vieira, Luciana Marques
author2_role author
author
author
dc.contributor.author.fl_str_mv de Barcellos, Marcia Dutra
Bossle, Marilia Bonzanini
Perin, Marcelo Gattermann
Vieira, Luciana Marques
dc.subject.por.fl_str_mv Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
topic Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
Eco-Innovative Food; Personal Values; Innovation; Sustainability; Conscious Consumer; Organics.
description Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to develop innovative ingredients and products (such as organics) that provide healthiness for consumers and a sustainable offer for the market. Considering the importance of consumer evaluation for the adoption and success of an innovation, the aim of this paper is to investigate conscious consumption behaviour of organic food in Brazil. In specific, to verify the relationship between personal values, attitudes towards the environment and technology, and attitudes and consumer behaviour towards eco-innovative food. A survey with 401 consumers was held in organic street markets in Porto Alegre. Data was analysed through Structural Equation Modelling. Results indicate that consumers presented strong collectivistic values and very positive attitudes towards environment and nature. These attitudes positively influence the purchase of eco-innovative food. Attitudes towards technological progress negatively influence on its consumption. Theoretically, the hierarchical model is confirmed. This study addressed the consumption of eco-innovative food, in this case, organic food, trying to overtake the gap between attitudes and behaviour. Public authorities and companies should work to increase consumer awareness and consumption of sustainable food, benefiting society and the natural environment, and must improve communication about the relevance of how technology can act to improve safety and increase the availability of eco-friendly food.
publishDate 2015
dc.date.none.fl_str_mv 2015-04-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12080
10.5585/remark.v14i1.2821
url https://periodicos.uninove.br/remark/article/view/12080
identifier_str_mv 10.5585/remark.v14i1.2821
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12080/5724
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 14, n. 1 (2015): Janeiro - Março; 110-121
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
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instname_str Universidade Nove de Julho (UNINOVE)
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institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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