Benefícios percebidos na intenção de compra de alimentos orgânicos por parte do consumidor

Abstract

There was a resumption in the consumption of food of agricultural origin, more specifically the organic ones, starting at the end of the 20th century and extending until today, due to the changes in the way of consuming. The Ministry of Agrarian Development states that the national organic production presents a significant annual growth that increasingly highlights this type of food. This research aimed to analyze the consumption behavior of organic foods. This is an exploratory, qualitative research, with data collection carried out through in-depth interviews with organic consumers in the city of Fortaleza - CE. The first part of this work brings a bibliographic review on organic foods, consumer behavior and the theory of planned behavior; finally, through the interviews, identify the characteristics of purchases, the consumption decision, the perceived benefits, the influence of sustainability and aspects of the Theory of Planned Behavior present in consumption. It was concluded that organic consumers are motivated by concerns about health and the environment. In addition, it was noticed the presence of the attitude dimension of TCP in the interviewed consumers.