Image Configuration of Organic Food and its Motivation for Consumption

Toni, Deonir De; Milan, Gabriel Sperandio; Larentis, Fabiano; Eberle, Luciene; Procópio, Aline Weste

doi:10.1590/1809-4422asoc20170232r4vu2020L5AO

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Original Article • Ambient. soc. 23 • 2020 • https://doi.org/10.1590/1809-4422asoc20170232r4vu2020L5AO copy

Image Configuration of Organic Food and its Motivation for Consumption

Configuración de la Imagen de Alimentos Orgánicos y sus Motivaciones para el Consumo

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

The search for organic food has been growing in recent years due to the concern with health and the environment. Evidence shows that the image of organic food can be configured from hedonic meanings, through the symbolic and social dimensions and utilitarian meanings, through the rational and sensorial dimensions. Thus, we sought to identify the configuration of organic food image for its customers and motivations for consumption. Based on a survey of 275 organic food customers with the Image Configuration Method (ICM), it was identified that the central image of these customers is formed by attributes related to non-agrochemical products, health, natural food, healthier food, and preserving the environment, strengthening a predominance of hedonic meaning. Furthermore, the motivations for consumption are linked to a concern with healthier and non- agrochemical food.

Keywords:
Image Configuration; Organic Food; Consumption

Characterization	Amount	Percentage
Gender	Female - 161 Male - 93	64% 36%
Age	Up to 29 years old - 125 30 years old or older - 128	49% 51%
Schooling	Up to high school - 42 Incomplete higher education - 131 Complete higher education - 81	17% 51% 32%
Income	From R$788.00 to R$2364.00 - 68 From R$2,365.00 to R$3,940.00 - 53 More than R$3,940.00 - 126	27% 21% 52%
Family Residence	Alone - 18 With 2 to 3 individuals - 134 More than 4 individuals - 101	7% 53% 40%
Types of most consumed Organic Food	Greenery - 198 Vegetables - 168 Eggs - 102 Cereals - 72 Meat - 52 Milk - 44	72% 61% 37% 26% 19% 16%
Frequency of consumption	Daily - 113 At least once a week - 102 Once to three times a month - 61	41% 37% 22%

		Attributes	OV	FV	TV	%TV
Central Image	1	No pesticides (no chemicals)	734	288	1022	21.16
	2	Health (benefit)	734	259	993	20.56
	3	Healthy food	611	229	840	17.39
	4	Natural food	248	85	333	6.90
	5	Quality of life	180	58	238	4.93
	6	Taste	127	60	187	3.87
	7	Care for the environment	119	54	173	3.58
	8	Well-being	115	39	154	3.19
	9	Food	112	27	139	2.88
First Periphery	10	Nature	61	16	77	1.59
	11	Sustainable living	47	21	68	1.41
	12	Non-industrialized	38	14	52	1.08
	13	High prices	33	17	50	1.04
	14	Nutrients/Nutritive	34	14	48	0.99
	15	Longevity	34	12	46	0.95
	16	Life	28	13	41	0.85
	17	Quality	31	10	41	0.85
	18	Pure/Purity	29	11	40	0.83
	19	Eco-consciousness	28	9	37	0.77
Second Periphery	20	Small producers	23	7	30	0.62
	21	Correct	22	6	28	0.58
	22	Prevent disease	18	8	26	0.54
	23	Security	16	5	21	0.43
	24	Required	15	6	21	0.43
	25	Hard to find	13	5	18	0.37
	26	Ugly	12	5	17	0.35
Third Periphery	27	Light	12	4	16	0.33
	28	Fresh	11	3	14	0.29
	29	Easy decomposition	9	3	12	0.25
	30	Poor quality in appearance	7	2	9	0.19
	31	Bad	6	2	8	0.17
	32	Economy with medicines	5	2	7	0.14
	33	Food reuse	5	1	6	0.12
	34	Inovation	4	2	6	0.12
	35	Origin	5	1	6	0.12
	36	Habit	3	2	5	0.10

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[1] Deonir De Toni ✉ dtoni2@ucs.br