Comportamento do consumidor no contexto de produtos orgânicos: análise de determinantes da intenção de compra.

Abstract

This study investigated how environmental concern and ethical evaluation are related to the intention to purchase organic products, with subjective norms and attitude as antecedents. Based on the Theory of Rational Action and the literature on consumer behavior in the context of green consumption, a conceptual model was developed empirically based on the application of a survey with 242 Brazilians and the use of Structural Equation Modeling for data analysis through the R software. The results show that ethical assessment and environmental concern are antecedents of purchase intentions for organic products. Attitude and subjective norms are related to environmental concern, however, both subjective norms and environmental concern are not related to ethical assessment, contradicting two of the hypotheses of this study. Therefore, these are important results, especially in the context of the Brazilian market, suggesting that although consumers consider subjective norms in relation to environmental concerns, which lead them to intend to buy organic products, they also consider their own attitude. and its ethical assessment at the time of developing the purchase intention of this product, thus acquiring a more individualistic character. In this way, the study contributes to the understanding of how different factors interact and contribute to consumers developing intentions to buy organic products in Brazil, bringing the factor of ethical evaluation as an important antecedent, thus contributing to a better understanding of the phenomenon.