Personal values that motivate the consumption of healthy yoghurts
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
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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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 instname:Universidade Federal de Lavras (UFLA) instacron:UFLA |
instname_str |
Universidade Federal de Lavras (UFLA) |
instacron_str |
UFLA |
institution |
UFLA |
reponame_str |
Repositório Institucional da UFLA |
collection |
Repositório Institucional da UFLA |
repository.name.fl_str_mv |
Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA) |
repository.mail.fl_str_mv |
nivaldo@ufla.br || repositorio.biblioteca@ufla.br |
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1815439152157556736 |