O impacto do ceticismo do consumidor no valor percebido de alimentos orgânicos e na intenção de compra

Cicciù, Bruno; Carmona, Linda Jessica De Montreuil

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Sumário

Original Article • Rev. Adm. UFSM 17 (2) • Jun 2024 • https://doi.org/10.5902/1983465985505 copiar

O impacto do ceticismo do consumidor no valor percebido de alimentos orgânicos e na intenção de compra

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumo

Objetivo

O objetivo deste artigo é avaliar o impacto do ceticismo do consumidor no valor percebido e na intenção de compra de alimentos orgânicos.

Desenho/metodologia/abordagem

Pesquisa realizada mediante questionário aplicado em uma amostra de 404 entrevistados brasileiros. A análise dos dados incluiu estatística descritiva e modelagem de equações estruturais por mínimos quadrados parciais.

Constatações

O estudo confirmou a relação negativa entre o ceticismo e o valor percebido dos alimentos orgânicos e a relação positiva entre o valor percebido e a intenção de compra. Em contraste, a relação negativa entre ceticismo e intenção de compra não foi evidenciada.

Implicações práticas

Ao entender o ceticismo, as marcas podem educar os consumidores, construir confiança, refinar propostas de valor e diferenciar seus produtos. Estratégias de comunicação eficazes podem demonstrar a qualidade e autenticidade e, simultaneamente, justificar os preços premium. Sugere-se aos criadores de políticas públicas a promoção de campanhas informativas para melhorar o conhecimento sobre produção e consumo orgânicos e seu impacto positivo na saúde das pessoas e no meio ambiente.

Implicações sociais

Os resultados podem subsidiar a melhoria da qualidade de vida das pessoas através do consumo de alimentos saudáveis e ambientalmente corretos.

Originalidade

Este estudo pode ser considerado um dos primeiros a abordar a relação entre o ceticismo do consumidor, o valor percebido e a intenção de compra de alimentos orgânicos, apontando para a influência de fatores contextuais, como o ceticismo do consumidor no comportamento do consumidor.

Ceticismo do consumidor; Valor percebido; Intenção de compra; Alimentos orgânicos e alternativos; Consumo sustentável

Sample by gender			Sample by age group
Gender	Resp.	%	Group	Resp.	%
Male	169	41.8	18-25 years old	49	12.1
Female	235	58.2	26-35 years old	181	44.8
Total	404	100%	36-45 years old	111	27.5
Sample by educational level			46-50 years old	26	6.4
Educational level	Resp.	%	51 + years old	37	9.2
Incomplete primary schools	2	0.5	Total	404	100
Complete primary schools	6	1.5	Sample by marital status
Incomplete secondary schools	3	0.7	Marital status	Resp.	%
Complete secondary schools	38	9.4	Single	178	44.1
Incomplete higher education	66	16.3	Married	194	48.0
Complete higher education	79	19.6	Divorced	16	4.0
Incomplete Postgraduate	45	11.2	Widower	5	1.2
Complete Postgraduate	165	40.8	Other	11	2.7
Total	404	100	Total	404	100

Constructs	Item	Enunciation	Authors
Consumer skepticism	CET1	Because claims (“healthy foods”, “environmentally friendly foods, “eco foods”) are exaggerated, consumers would be better off if such claims on package labels in advertising were eliminated	(Cinjarevic et al., 2018; Goh and Balaji, 2016Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629-638.)
	CET2	Most claims on organic food package labels or in advertising are intended to mislead rather than to inform consumer
	CET3	I do not believe in most of the claims made on the organic food package labels or in advertising
Perceived value	VP1	Organic food is good for health	(Nguyen et al., 2015; Sweeney and Soutar, 2001Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.)
	VP2	Organic food is well-produced
	VP3	Organic food is reliable
	VP4	Organic food has acceptable standards of safety
	VP5	Organic food has consistent quality
	VP6	Organic food is tasty
	VP7	Organic food has an acceptable standard of quality
	VP8	Organic food is reasonably priced
	VP9	Organic food offers value for money
	VP10	Organic food is a good product for the price
	VP11	Organic food is economical compared to other products
	VP12	Consuming organic food makes me feel well
	VP13	Consuming organic food makes me want to use more
	VP14	Consuming organic food is something that I enjoy
	VP15	Consuming organic food makes me feel relaxed about using
	VP16	Consuming organic food helps me to feel acceptable
	VP17	Consuming organic food makes a good impression on my family members
	VP18	Consuming organic food fits in with food culture and tradition of my social circle
Purchase intention	IC1	If organic food were available in the shops, I would buy them	(Teng and Wang, 2015Teng, C.-C., & Wang, Y.-M. (2015). Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal.)
	IC2	I am willing to buy organic food despite their higher prices
	IC3	The probability that I would buy organic food is very high

Construct	Cronbach’s Alpha	rho(A)	CR	AVE
Perceived Value	0.891	0.893	0.910	0.504
Purchase Intention	0.826	0.837	0.895	0.740
Skepticism	0.729	0.736	0.848	0.653

Criteria	Construct/variable	Perceived Value	Purchase Intention	Skepticism
Fornell and Larcker (1981)Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50. https://doi.org/https://doi.org/10.1177/002224378101800104 https://doi.org/https://doi.org/10.1177/...	Perceived Value	0.710
	Purchase Intention	0.632	0.860
	Skepticism	-0.419	-0.270	0.808
CROSS LOADS	CET1	-0.331	-0.197	0.701
	CET2	-0.319	-0.196	0.854
	CET3	-0.359	-0.254	0.859
	IC1	0.598	0.843	-0.259
	IC2	0.453	0.841	-0.202
	IC3	0.561	0.896	-0.228
	VP1	0.651	0.400	-0.240
	VP12	0.669	0.535	-0.188
	VP14	0.699	0.598	-0.237
	VP15	0.750	0.528	-0.294
	VP2	0.742	0.420	-0.317
	VP3	0.745	0.337	-0.398
	VP4	0.728	0.331	-0.419
	VP5	0.748	0.438	-0.398
	VP6	0.670	0.468	-0.228
	VP7	0.691	0.370	-0.258

Assessed Relationships	Mean	Standard error	T- statistics	p-value
CET1ß Skepticism	0.700	0.048	14.495	0.000
CET2 ß Skepticism	0.850	0.025	33.922	0.000
CET3 ß Skepticism	0.857	0.024	35.751	0.000
IC1 ßPurchase intention	0.843	0.015	55.572	0.000
IC2 ß Purchase Intention	0.840	0.022	38.564	0.000
IC3 ßPurchase Intention	0.896	0.011	84.214	0.000
VP1 ß Perceived Value	0.651	0.039	16.913	0.000
VP12 ß Perceived Value	0.672	0.044	15.364	0.000
VP14 ßPerceived Value	0.701	0.030	23.575	0.000
VP15 ß Perceived Value	0.752	0.026	28.740	0.000
VP2 ß Perceived Value	0.741	0.023	32.133	0.000
VP3 ßPerceived Value	0.744	0.028	26.619	0.000
VP4 ß Perceived Value	0.728	0.027	26.488	0.000
VP5 ß Perceived Value	0.748	0.024	30.619	0.000
VP6 ßPerceived Value	0.670	0.028	24.202	0.000
VP7 ß Perceived Value	0.694	0.036	19.297	0.000
Skepticism à Purchase Intention	-0.006	0.040	0.149	0.881
Skepticismà Perceived Value	-0.420	0.046	9.052	0.000
Perceived Valueà Purchase Intention	0.634	0.037	16.925	0.000

H	Relationship	Structural coefficients (β)	T-Stats.	p-value	Conclusion	Q²	f²
H1	Skepticism à Purchase Intention	-0.006	0.149	0.881	Not supported	0.000	0.000
H2	Skepticismà Perceived value	-0.419	9.052	0.000	Supported	0.087	0.212
H3	Perceived Valueà Purchase Intention	0.630	16.925	0.000	Supported	0.285	0.545

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[1] Conflict of Interest: The authors have stated that there is no conflict of interest.