Alimentos orgânicos: perfil dos consumidores e variáveis que afetam o consumo
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Data
2018-01-15
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Universidade Federal de Viçosa
Resumo
Com o intuito de estimular o crescimento do mercado de alimentos orgânicos deve-se buscar a compreensão dos interesses e expectativas dos atuais e potenciais consumidores de forma que empresas e governanças possam identificar os entraves e em tal segmento e assim realizar ações na direção de satisfazer as necessidades e expectativas de tais pessoas. Diante deste cenário realizou-se o presente estudo com os seguintes objetivos: (i) verificar a relação entre o interesse por alimentos orgânicos e o desenvolvimento humano; (ii) identificar os principais motivos que estimulam e dificultam o consumo de alimentos orgânicos por brasileiros e outros fatores relacionados; (iii) avaliar se é procedente a alegação de que o preço de tais produtos é superior que suas respectivas versões convencionais por meio de um estudo do mercado de sucos e néctares prontos para o consumo no Brasil e na França. No primeiro capítulo cujo título é Relação entre o desenvolvimento humano e o interesse por alimentos orgânicos em países selecionados utilizou-se dados de fontes de grande abrangência como o Relatório Anual de Agricultura Orgânica elaborado pelo IFOAM e o Relatório Anual de Desenvolvimento Humano elaborado pela ONU, já como método analítico utilizou-se o de cluster e o de correspondência; no segundo cujo título é Aspectos que influenciam o consumo de alimentos orgânicos em uma amostra da população brasileira, obteve-se informações pela aplicação de questionários junto a 237 brasileiros utilizando redes sociais e posteriormente procedeu-se às análises utilizando estatística descritiva, cluster e teste de Friedman; no último capítulo cujo título é Alimentos orgânicos são mais caros que convencionais? estudo de caso utilizando a metodologia de preços hedônicos utilizou-se de informações disponíveis em sites de grandes redes de supermercados do Brasil e da França e aplicou-se a metodologia de preços hedônicos. Os resultados encontrados mostraram a existência de relação positiva entre maiores níveis de escolaridade e renda com o interesse por alimentos orgânicos tanto na análise dos dados realizada no capítulo 1 como no 2; indicaram também que a preocupação com saúde e isenção de agroquímicos são os principais fatores motivacionais para o consumo de alimentos orgânicos, enquanto que o preço elevado e a baixa disponibilidade são os aspectos limitantes mais relevantes; já no capítulo 3 foi encontrada significância positiva do atributo orgânico dos produtos analisados tanto no mercado brasileiro como no francês, sendo que no primeiro caso o incremento obtido foi de aproximadamente 40% e no segundo 9%. Este valor elevado no mercado brasileiro é de fato uma das dificuldades de expansão deste tipo de produto no mercado brasileiro.
In order to stimulate the growth of the organic food market, it is necessary to seek the understanding of the interests and expectations of the current and potential consumers so that companies and governance can identify the obstacles and in that segment and thus take actions towards needs and expectations of such people. In view of this scenario, the present study was carried out with the following objectives: (i) to verify the relationship between interest in organic food and human development; (ii) to identify the main reasons that stimulate and hinder the consumption of organic foods by Brazilians and other related factors; (iii) to assess whether the claim that the price of such products is superior to their respective conventional versions is based on a market study of readytodrink juices and nectars in Brazil and France. In the first chapter entitled Relation between human development and interest in organic food in selected countries data were used from a wide range of sources such as the Annual Report on Organic Agriculture prepared by IFOAM and the Annual Human Development Report prepared by the UNDP, as an analytical method, cluster and correspondence were used; in the second, whose title is Aspects that influence the consumption of organic foods in a sample of the Brazilian population, information was obtained by the application of questionnaires to 237 Brazilians using social networks and later the analyzes were carried out using descriptive statistics, cluster and test of Friedman; in the last chapter whose title is Organic foods are more expensive than conventional? A case study using the hedonic pricing methodology was used information available on websites of large supermarket chains in Brazil and France and applied the hedonic pricing methodology. The results showed the existence of a positive relationship between higher levels of schooling and income with interest in organic foods, both in the data analysis performed in chapter 1 and in 2; also indicated that the concern with health and exemption of agrochemicals are the main motivational factors for the consumption of organic foods, while the high price and the low availability are the most relevant limiting aspects; already in chapter 3, a positive significance of the organic attribute of the products analyzed in both the Brazilian and French markets was found. In the first case, the increase was approximately 40% and in the second 9%. This high value in the Brazilian market is in fact one of the difficulties of expansion of this type of product in the Brazilian market.
In order to stimulate the growth of the organic food market, it is necessary to seek the understanding of the interests and expectations of the current and potential consumers so that companies and governance can identify the obstacles and in that segment and thus take actions towards needs and expectations of such people. In view of this scenario, the present study was carried out with the following objectives: (i) to verify the relationship between interest in organic food and human development; (ii) to identify the main reasons that stimulate and hinder the consumption of organic foods by Brazilians and other related factors; (iii) to assess whether the claim that the price of such products is superior to their respective conventional versions is based on a market study of readytodrink juices and nectars in Brazil and France. In the first chapter entitled Relation between human development and interest in organic food in selected countries data were used from a wide range of sources such as the Annual Report on Organic Agriculture prepared by IFOAM and the Annual Human Development Report prepared by the UNDP, as an analytical method, cluster and correspondence were used; in the second, whose title is Aspects that influence the consumption of organic foods in a sample of the Brazilian population, information was obtained by the application of questionnaires to 237 Brazilians using social networks and later the analyzes were carried out using descriptive statistics, cluster and test of Friedman; in the last chapter whose title is Organic foods are more expensive than conventional? A case study using the hedonic pricing methodology was used information available on websites of large supermarket chains in Brazil and France and applied the hedonic pricing methodology. The results showed the existence of a positive relationship between higher levels of schooling and income with interest in organic foods, both in the data analysis performed in chapter 1 and in 2; also indicated that the concern with health and exemption of agrochemicals are the main motivational factors for the consumption of organic foods, while the high price and the low availability are the most relevant limiting aspects; already in chapter 3, a positive significance of the organic attribute of the products analyzed in both the Brazilian and French markets was found. In the first case, the increase was approximately 40% and in the second 9%. This high value in the Brazilian market is in fact one of the difficulties of expansion of this type of product in the Brazilian market.
Descrição
Palavras-chave
Alimentos orgânicos, Desenvolvimento humano, Comportamento do consumidor, Valor adicionado
Citação
TAVARES, Victor de Souza. Alimentos orgânicos: perfil dos consumidores e variáveis que afetam o consumo. 2018. 98f. Dissertação (Mestrado em Ciência e Tecnologia de Alimentos) - Universidade Federal de Viçosa, Viçosa. 2018.