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Advisor(s)
Abstract(s)
O consumo de alimentos biológicos tem aumentado visivelmente, acompanhando o crescimento do chamado mercado da alimentação saudável. Apesar do aumento da procura por alimentos biológicos, a literatura revela que os consumidores sentem alguma confusão e incerteza quanto aos atributos de qualidade destes produtos. Os estudos que incluem as duas dimensões do valor, nomeadamente o valor utilitário (associado a uma vertente racional) e o valor hedónico (associado a uma vertente afetiva) no contexto da compra de alimentos biológicos, são restritos. A presente dissertação pretende assim perceber a perceção que os consumidores têm relativamente aos atributos de qualidade dos alimentos biológicos, aplicando uma perspetiva multidimensional do conceito de valor, com o objectivo de perceber a intenção de compra destes produtos em Portugal.
The consumption of organic food has increased notably, accompanying the growth of the healthy food market. Despite of the increased demand for organic food, the literature reveals that consumers feel some confusion and uncertainty about the quality attributes of these products. Investigations that include the two dimensions of value, namely the utilitarian value (related to the rational scope) and the hedonic value (associated with emotions) in the context of the purchase of organic food, are still restricted. In this context, the present research applies a multidimensional approach of the concept of value to the organic consumer behavior, in order to understand the intention to buy these products in Portugal. Additionally, this study intends to understand consumers' perception of the quality attributes of organic food, and their influence on the utilitarian and hedonic values.
The consumption of organic food has increased notably, accompanying the growth of the healthy food market. Despite of the increased demand for organic food, the literature reveals that consumers feel some confusion and uncertainty about the quality attributes of these products. Investigations that include the two dimensions of value, namely the utilitarian value (related to the rational scope) and the hedonic value (associated with emotions) in the context of the purchase of organic food, are still restricted. In this context, the present research applies a multidimensional approach of the concept of value to the organic consumer behavior, in order to understand the intention to buy these products in Portugal. Additionally, this study intends to understand consumers' perception of the quality attributes of organic food, and their influence on the utilitarian and hedonic values.
Description
Mestrado em Marketing
Keywords
comportamento do consumidor biológico alimentos biológicos atributos de qualidade valor utilitário valor hedónico intenção de compra organic consumer behavior organic food quality attributes utilitarian value hedonic value purchase intention
Pedagogical Context
Citation
Franco, Marina Alexandra Feliciano (2017). "Racional ou emocional? Estudo sobre os determinantes da intenção de compra de produtos alimentares biológicos em Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão