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Produtos alimentares saudáveis : perceção e fatores de compra por parte do consumidor
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Resumo(s)
A preocupação com a saúde e o bem-estar são temas que estão na ordem do dia. Os consumidores estão cada vez mais sensíveis em relação aos produtos que compram. A análise e perceção daquilo que são produtos saudáveis têm vindo a ser afetados pela literacia nutricional e pela orientação para hábitos de vida saudáveis. Por outro lado, tem sido também estudada a associação das características do ponto de venda e do packaging à perceção e intenção de compra. Enquanto estudos anteriores se têm focado na influência que uma das quatro variáveis desempenha no consumidor, o presente estudo pretende analisar a associação dos hábitos saudáveis, da literacia nutricional, do packaging e das características do ponto de venda como fatores que contribuem para a perceção e decisão de compra de produtos saudáveis. De forma a explorar este tema, foi realizado um estudo qualitativo, com base numa amostragem não probabilística intencional heterogénea. Foram realizadas sete entrevistas não- padronizadas, one-to-one, através de chamada telefónica e um focus group a seis consumidores responsáveis pelas ‘compras da semana’, a fim de elaborar uma experiência com os participantes. Os resultados obtidos permitiram concluir que a orientação para hábitos saudáveis, a literacia nutricional e o packaging estão positivamente associados à perceção de um produto como saudável e, por conseguinte, à sua intenção de compra. O mesmo não se verificou nas características do ponto de venda. Adicionalmente, verificou-se que a orientação para hábitos saudáveis está associada também à literacia nutricional e, consecutivamente, estas duas variáveis estão associadas à forma como o consumidor analisa o packaging do produto. A nível académico, a presente dissertação contribui para um maior conhecimento sobre a relação entre os conceitos em análise e sugere que todas as variáveis, exceto as características do ponto de venda, se interligam e associam entre si. A nível empresarial, este estudo forneceu insights importantes às empresas que operam ou pretendem operar neste setor, aumentando o conhecimento relativamente aos fatores que contribuem para a perceção e decisão de compra de produtos saudáveis.
The concern for health and well-being is a relevant issue nowadays. Consumers are increasingly sensitive to the products they buy. The analysis and perception of what healthy products are has been affected by nutrition literacy and the orientation towards healthy lifestyles. On the other hand, the relation between the characteristics of the point of sale and the packaging with the perception and intention to purchase was also studied. While previous studies have focused on the influence that one of the four variables has on the consumer, this study aims to analyze the association of healthy habits, nutrition literacy, packaging and the characteristics of the point of sale as factors that contribute to the perception and buying decision of healthy products. In order to explore this subject, a qualitative study was carried out based on an intentional, heterogeneous, non-probabilistic sampling. Seven non-standardized interviews were conducted, one-to-one, via phone call and a focus group with six consumers responsible for the ‘purchases of the week’, in order to develop an experience with the participants. The results obtained allowed to conclude that the orientation towards healthy habits, nutrition literacy and packaging are positively associated with the perception of a product as healthy and, consequently, with its purchase intention. The same isn’t true for the characteristics of the point of sale. Additionally, it was found that the orientation towards healthy habits is also associated with nutrition literacy and, consecutively, these two variables are associated with the way the consumer analyzes the product packaging. On an academic level, this dissertation contributes to a greater understanding of the relationship between the concepts under analysis and suggests that all variables, except the characteristics of the point of sale, are interconnected and associated with each other. On a business level, this study provided important insights to companies that operate or intend to operate in this sector, increasing knowledge regarding the factors that contribute to the perception and decision to purchase healthy products.
The concern for health and well-being is a relevant issue nowadays. Consumers are increasingly sensitive to the products they buy. The analysis and perception of what healthy products are has been affected by nutrition literacy and the orientation towards healthy lifestyles. On the other hand, the relation between the characteristics of the point of sale and the packaging with the perception and intention to purchase was also studied. While previous studies have focused on the influence that one of the four variables has on the consumer, this study aims to analyze the association of healthy habits, nutrition literacy, packaging and the characteristics of the point of sale as factors that contribute to the perception and buying decision of healthy products. In order to explore this subject, a qualitative study was carried out based on an intentional, heterogeneous, non-probabilistic sampling. Seven non-standardized interviews were conducted, one-to-one, via phone call and a focus group with six consumers responsible for the ‘purchases of the week’, in order to develop an experience with the participants. The results obtained allowed to conclude that the orientation towards healthy habits, nutrition literacy and packaging are positively associated with the perception of a product as healthy and, consequently, with its purchase intention. The same isn’t true for the characteristics of the point of sale. Additionally, it was found that the orientation towards healthy habits is also associated with nutrition literacy and, consecutively, these two variables are associated with the way the consumer analyzes the product packaging. On an academic level, this dissertation contributes to a greater understanding of the relationship between the concepts under analysis and suggests that all variables, except the characteristics of the point of sale, are interconnected and associated with each other. On a business level, this study provided important insights to companies that operate or intend to operate in this sector, increasing knowledge regarding the factors that contribute to the perception and decision to purchase healthy products.
Descrição
Mestrado em Marketing
Palavras-chave
literacia nutricional orientação para hábitos saudáveis packaging ponto de venda perceção intenção de compra produtos saudáveis nutrition literacy orientation towards healthy habits point of sale purchase intention perception healthy products
Contexto Educativo
Citação
Ferreira, Milene Lourenço (2020). "Produtos alimentares saudáveis : perceção e fatores de compra por parte do consumidor". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão