Personal values that motivate the consumption of healthy yoghurts

Detalhes bibliográficos
Autor(a) principal: Teodoro, Alberdan José da Silva
Data de Publicação: 2022
Outros Autores: Rezende, Daniel Carvalho de, Vilas Boas, Luiz Henrique de Barros, Costa, Américo Pierangeli
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional da UFLA
Texto Completo: http://repositorio.ufla.br/jspui/handle/1/56799
Resumo: Objective: To understand the relationship between product characteristics, as the perceived through consumption and the individual values that affect as guides in the consumption ofprofessional yogurts.Methodology: Guided by the Theories of Means-End Chain and Basic Human Values, this study also used the Laddering technique and its methodological breakdowns. The present study, of a qualitative nature and with descriptive objectives, had the participation of 60 interviewed consumers.Relevance/originality:The Theory of Basic Human Values has been updated in recent years, including the new proposal on the existence of a personal value on animal welfare and rights. Therefore, this study verifies the existence of this value in the behavioral scope of healthy yogurt consumption. In addition, studies on personal values contribute to the literature regarding the understanding of the motivation for adhering a healthy diet.Results:The study identified that personal values of personal security, hedonism and fulfillment are the main guides in the consumption of healthy yogurts.Theoretical/methodological contributions:The theoretical contribution of the study refers to evidence and reinforcement of the existence of a personal value oriented towards animal concern and welfare. On the other hand, the methodological contribution refers to the simultaneous use of two cut-off points to interpret the information illustrated by the Hierarchical Map of Values, highlighting the relevant aspects and potential alternatives for communication strategies.
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spelling Personal values that motivate the consumption of healthy yoghurtsMotivações no consumo de iogurtes saudáveis: um estudo baseado na teoria dos valores básicos humanosMarketingConsumption behaviorPersonal valuesHealthy yogurtsObjective: To understand the relationship between product characteristics, as the perceived through consumption and the individual values that affect as guides in the consumption ofprofessional yogurts.Methodology: Guided by the Theories of Means-End Chain and Basic Human Values, this study also used the Laddering technique and its methodological breakdowns. The present study, of a qualitative nature and with descriptive objectives, had the participation of 60 interviewed consumers.Relevance/originality:The Theory of Basic Human Values has been updated in recent years, including the new proposal on the existence of a personal value on animal welfare and rights. Therefore, this study verifies the existence of this value in the behavioral scope of healthy yogurt consumption. In addition, studies on personal values contribute to the literature regarding the understanding of the motivation for adhering a healthy diet.Results:The study identified that personal values of personal security, hedonism and fulfillment are the main guides in the consumption of healthy yogurts.Theoretical/methodological contributions:The theoretical contribution of the study refers to evidence and reinforcement of the existence of a personal value oriented towards animal concern and welfare. On the other hand, the methodological contribution refers to the simultaneous use of two cut-off points to interpret the information illustrated by the Hierarchical Map of Values, highlighting the relevant aspects and potential alternatives for communication strategies.2023-05-15T19:41:24Z2023-05-15T19:41:24Z2022info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfTEODORO, A. J. da S. et al. Personal values that motivate the consumption of healthy yoghurts. Brazilian Journal of Marketing, São Paulo, v. 21, n. 5, p. 1574-1601,Oct./Dec.2022.http://repositorio.ufla.br/jspui/handle/1/56799Brazilian Journal of Marketingreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLAAttribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessTeodoro, Alberdan José da SilvaRezende, Daniel Carvalho deVilas Boas, Luiz Henrique de BarrosCosta, Américo Pierangelieng2023-05-15T19:42:09Zoai:localhost:1/56799Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2023-05-15T19:42:09Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)false
dc.title.none.fl_str_mv Personal values that motivate the consumption of healthy yoghurts
Motivações no consumo de iogurtes saudáveis: um estudo baseado na teoria dos valores básicos humanos
title Personal values that motivate the consumption of healthy yoghurts
spellingShingle Personal values that motivate the consumption of healthy yoghurts
Teodoro, Alberdan José da Silva
Marketing
Consumption behavior
Personal values
Healthy yogurts
title_short Personal values that motivate the consumption of healthy yoghurts
title_full Personal values that motivate the consumption of healthy yoghurts
title_fullStr Personal values that motivate the consumption of healthy yoghurts
title_full_unstemmed Personal values that motivate the consumption of healthy yoghurts
title_sort Personal values that motivate the consumption of healthy yoghurts
author Teodoro, Alberdan José da Silva
author_facet Teodoro, Alberdan José da Silva
Rezende, Daniel Carvalho de
Vilas Boas, Luiz Henrique de Barros
Costa, Américo Pierangeli
author_role author
author2 Rezende, Daniel Carvalho de
Vilas Boas, Luiz Henrique de Barros
Costa, Américo Pierangeli
author2_role author
author
author
dc.contributor.author.fl_str_mv Teodoro, Alberdan José da Silva
Rezende, Daniel Carvalho de
Vilas Boas, Luiz Henrique de Barros
Costa, Américo Pierangeli
dc.subject.por.fl_str_mv Marketing
Consumption behavior
Personal values
Healthy yogurts
topic Marketing
Consumption behavior
Personal values
Healthy yogurts
description Objective: To understand the relationship between product characteristics, as the perceived through consumption and the individual values that affect as guides in the consumption ofprofessional yogurts.Methodology: Guided by the Theories of Means-End Chain and Basic Human Values, this study also used the Laddering technique and its methodological breakdowns. The present study, of a qualitative nature and with descriptive objectives, had the participation of 60 interviewed consumers.Relevance/originality:The Theory of Basic Human Values has been updated in recent years, including the new proposal on the existence of a personal value on animal welfare and rights. Therefore, this study verifies the existence of this value in the behavioral scope of healthy yogurt consumption. In addition, studies on personal values contribute to the literature regarding the understanding of the motivation for adhering a healthy diet.Results:The study identified that personal values of personal security, hedonism and fulfillment are the main guides in the consumption of healthy yogurts.Theoretical/methodological contributions:The theoretical contribution of the study refers to evidence and reinforcement of the existence of a personal value oriented towards animal concern and welfare. On the other hand, the methodological contribution refers to the simultaneous use of two cut-off points to interpret the information illustrated by the Hierarchical Map of Values, highlighting the relevant aspects and potential alternatives for communication strategies.
publishDate 2022
dc.date.none.fl_str_mv 2022
2023-05-15T19:41:24Z
2023-05-15T19:41:24Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv TEODORO, A. J. da S. et al. Personal values that motivate the consumption of healthy yoghurts. Brazilian Journal of Marketing, São Paulo, v. 21, n. 5, p. 1574-1601,Oct./Dec.2022.
http://repositorio.ufla.br/jspui/handle/1/56799
identifier_str_mv TEODORO, A. J. da S. et al. Personal values that motivate the consumption of healthy yoghurts. Brazilian Journal of Marketing, São Paulo, v. 21, n. 5, p. 1574-1601,Oct./Dec.2022.
url http://repositorio.ufla.br/jspui/handle/1/56799
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv Brazilian Journal of Marketing
reponame:Repositório Institucional da UFLA
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instacron:UFLA
instname_str Universidade Federal de Lavras (UFLA)
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reponame_str Repositório Institucional da UFLA
collection Repositório Institucional da UFLA
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