RIBEIRO, C. M.; RIBEIRO, Camila Maciel.
Resumo:
This paper analyzes consumers' attitudes about semi-prepackaged and frozen healthy foods.
Based on the literature of the behavior of the consumer of foods, especially natural and
organic foods, a quantitative research of descriptive character was descripted. The survey
method was applied as research methodology. From a sample of 200 respondents. Data were
analyzed by descriptive and inferential statistical techniques. The results show the existence
of two groups of consumers. Thus, important factors influencing consumer behavior in the
pretension and willingness to purchase healthy foods were observed through the groups. The
study carries a contribution to organizations and academics in proving the importance of
analyzing attitudes and their determinants of consumption. Finally, the results showed a
favorable inclination of the consumers for the intention to purchase the semi-frozen and
frozen healthy foods, evidencing their concern with the quality of life.
