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Abstract(s)
A identificação dos fatores influenciadores da intenção e comportamento de compra de alimentos orgânicos em Portugal é o objetivo principal deste estudo. Sustentado pela Teoria do Comportamento Planeado, definiu-se um modelo hipótese que demonstrava a jornada da mente do consumidor, baseado nas variáveis cognitivas já previamente definidas por este mesmo modelo e pelos construtos que foram entretanto identificados como potencialmente influenciadores noutros estudos desenvolvidos.
Para o efeito de investigação e de teste do modelo hipótese supramencionado, foi feito um estudo primário com recurso a metodologia quantitativa utilizando um questionário. O coeficiente alfa de Cronbach foi usado para avaliação da confiabilidade e consistência interna do instrumentos de medição, o questionário. Para a apresentação das conclusões para cada uma das hipóteses, foi feita a aplicação de correlações de Pearson.
Após a análise dos dados através da ferramenta SPSS Statistcs, comprovou-se que das variáveis cognitivas originais do modelo TCP apenas se demonstraram estatisticamente significativas duas delas: a Atitude e a Norma Subjetiva. Não se verificou significância da variável Controlo Comportamental Percebido.
Dos construtos que foram adicionados ao modelo TCP, a Qualidade Percebida foi apontada como o construto que mais influencia a atitude dos consumidores, seguido do Conhecimento sobre Alimentos Orgânicos. Também a Preocupação com o Ambiente, a Preocupação com a Saúde e o Género se verificaram como influenciadores da Atitude. Os construtos Disponibilidade e Preço Percebido comprovaram-se como influenciadores do Controlo Comportamental Percebido.
The identification of factors influencing the intention and behavior of buying organic food in Portugal is the main objective of this study. Supported by the Theory of Planned Behavior, a hypothetical model that demonstrated the journey of the consumer's mind was created, based on the cognitive variables previously defined by this same model and by the constructs that have meanwhile been identified as potentially influencers in other developed studies. For the purpose of investigating and testing the aforementioned hypothesis model, a primary study was carried out using the quantitative methodology, a questionnaire. Cronbach's alpha reliability analysis was performed to validate the proposed model and the implementation and validation of the principal component analysis. To present the conclusions for each hypothesis, Pearson's correlations were applied. After analyzing the data using the SPSS Statistcs tool, it was proved that only two of the original cognitive variables of the TCP model were shown to be statistically significant: Attitude and Subjective Norm. There was no statistical significance shown for the Perceived Behavioral Control variable. Of the constructs that were added to the TCP model, Perceived Quality was identified as the construct that most influences consumers' attitudes, followed by Knowledge about Organic Foods. Concern for the Environment, Concern for Health and Gender were also found to influence Attitude. The constructs Availability and Perceived Price proved to be influencers of Perceived Behavioral Control.
The identification of factors influencing the intention and behavior of buying organic food in Portugal is the main objective of this study. Supported by the Theory of Planned Behavior, a hypothetical model that demonstrated the journey of the consumer's mind was created, based on the cognitive variables previously defined by this same model and by the constructs that have meanwhile been identified as potentially influencers in other developed studies. For the purpose of investigating and testing the aforementioned hypothesis model, a primary study was carried out using the quantitative methodology, a questionnaire. Cronbach's alpha reliability analysis was performed to validate the proposed model and the implementation and validation of the principal component analysis. To present the conclusions for each hypothesis, Pearson's correlations were applied. After analyzing the data using the SPSS Statistcs tool, it was proved that only two of the original cognitive variables of the TCP model were shown to be statistically significant: Attitude and Subjective Norm. There was no statistical significance shown for the Perceived Behavioral Control variable. Of the constructs that were added to the TCP model, Perceived Quality was identified as the construct that most influences consumers' attitudes, followed by Knowledge about Organic Foods. Concern for the Environment, Concern for Health and Gender were also found to influence Attitude. The constructs Availability and Perceived Price proved to be influencers of Perceived Behavioral Control.
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Keywords
Alimentos orgânicos Comportamento do consumidor Portugal Teoria do comportamento planeado Organic food Theory of planned behaviour Consumer behaviour