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Compras online em Portugal - o impacto da COVID-19 nas compras e hábitos alimentares na primeira infância
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Advisor(s)
Abstract(s)
A crise global provocada pela COVID-19 originou transformações profundas nas economias mundiais, impulsionando a digitalização de pessoas, serviços e negócios. O comércio eletrónico emergiu como canal essencial durante este período, com impacto duradouro nos hábitos de consumo. A alimentação tornou-se um dos eixos centrais da preocupação pública e familiar, especialmente no caso de crianças em idade pediátrica.
Este estudo investiga a perceção dos consumidores portugueses sobre as compras online de bens alimentares e os seus impactos na alimentação de crianças entre os 0 e os 6 anos. Foi aplicada uma metodologia quantitativa, com recolha de dados através de questionário estruturado, dirigido a agregados familiares com filhos em idade pediátrica. Foram recolhidas 329 respostas válidas, das quais 127 foram incluídas na análise estatística principal e 85 utilizadas na aplicação do modelo da Teoria do Comportamento Planeado (TPB).
Cerca de 66,7% reconheceram ter havido alterações na dieta infantil. 34,6% consideraram que esta passou a ser mais saudável e 20,1% acreditam que piorou. Foi reportado um aumento no consumo de alimentos processados (34,6%) mas 76,5% também adquiriram frescos, embora tenham percecionado uma redução na sua variedade. As análises evidenciaram ainda que 74,2% dos participantes aumentaram a frequência de compra online de alimentos durante a pandemia e 49,4% mantiveram este hábito. Foram confirmadas quatro das oito hipóteses de investigação, validando a existência de alterações comportamentais significativas.
A aplicação da TPB demonstrou que o controlo comportamental percecionado foi o preditor mais significativo da intenção de compra. A norma subjetiva teve impacto moderado e a atitude não foi significativa.
Este estudo contribui para a compreensão do comportamento de consumo alimentar infantil em tempos de crise, oferecendo insights relevantes para profissionais de saúde, decisores públicos e plataformas de e-commerce alimentar orientadas para famílias com crianças.
The global crisis triggered by COVID-19 led to profound transformations in economies worldwide, accelerating the digitalization of people, services, and businesses. E-commerce emerged as an essential channel during this period, with lasting impact on consumption habits. Food purchasing became a central concern for both public health and families, particularly regarding children in early childhood. This study investigates portuguese consumers’ perceptions of online grocery shopping and its impact on the diet of children aged 0 to 6 years. A quantitative methodology was applied, with data collected through a structured questionnaire targeted at households with young children. A total of 329 valid responses were collected, of which 127 were included in the main statistical analysis and 85 in the application of the Theory of Planned Behavior (TPB) model. Approximately 66.7% acknowledged that there had been changes in children's diets. 34.6% considered that their diets had become healthier and 20.1% believed that they had worsened. An increase in the consumption of processed foods was reported (34,6%), but 76.5% also purchased fresh foods, although they noticed a reduction in their variety. The analyses also showed that 74.2% of participants increased the frequency of online food purchases during the pandemic and 49.4% maintained this habit in the post-pandemic period. Four of the eight research hypotheses were confirmed, validating the existence of significant behavioral changes. The application of the TPB revealed that perceived behavioral control was the strongest predictor of the intention to purchase food online. Subjective norm had a moderate effect, and attitude was not statistically significant. This study contributes to a better understanding of food consumption behavior in times of crisis, offering valuable insights for health professionals, public policymakers, and e-commerce platforms oriented toward families with young children.
The global crisis triggered by COVID-19 led to profound transformations in economies worldwide, accelerating the digitalization of people, services, and businesses. E-commerce emerged as an essential channel during this period, with lasting impact on consumption habits. Food purchasing became a central concern for both public health and families, particularly regarding children in early childhood. This study investigates portuguese consumers’ perceptions of online grocery shopping and its impact on the diet of children aged 0 to 6 years. A quantitative methodology was applied, with data collected through a structured questionnaire targeted at households with young children. A total of 329 valid responses were collected, of which 127 were included in the main statistical analysis and 85 in the application of the Theory of Planned Behavior (TPB) model. Approximately 66.7% acknowledged that there had been changes in children's diets. 34.6% considered that their diets had become healthier and 20.1% believed that they had worsened. An increase in the consumption of processed foods was reported (34,6%), but 76.5% also purchased fresh foods, although they noticed a reduction in their variety. The analyses also showed that 74.2% of participants increased the frequency of online food purchases during the pandemic and 49.4% maintained this habit in the post-pandemic period. Four of the eight research hypotheses were confirmed, validating the existence of significant behavioral changes. The application of the TPB revealed that perceived behavioral control was the strongest predictor of the intention to purchase food online. Subjective norm had a moderate effect, and attitude was not statistically significant. This study contributes to a better understanding of food consumption behavior in times of crisis, offering valuable insights for health professionals, public policymakers, and e-commerce platforms oriented toward families with young children.
Description
Keywords
COVID-19 Comportamento de compra online E-commerce alimentar TPB- Teoria do comportamento planeado Online purchasing behavior Food e-commerce PB – Theory of Planned Behavior