Consumption of Eco-Innovative Food: How Values and Attitudes Drive Consumers’ Purchase of Organics?
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
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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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) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
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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1799138642477711360 |