文章基本信息

标题：Consumer Behaviour Towards Organic Food in Porto Alegre: an application of the Theory of Planned Behaviour
本地全文：下载
作者：Hoppe, Alexia ; Vieira, Luciana Marques ; Barcellos, Marcia Dutra de 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2013
页码：69-90
出版社：Food Distribution Research Society
摘要：The aim of this study was to investigate consumers’ decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers’ markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers’ market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.
关键词：Organic food;consumer behaviour;survey