Comportamento inovador entre consumidores de produtos orgânicos

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The present study approaches the innovative behavior of the consumers of organic products. The general objective of this study is to identify the influence of personal characteristics, of characteristics noticed in the organic products and the psychological characteristics innovative consumer behavior in relation to organic products.For that reason it was developed a model based on the Paradigm of the Diffusion of Innovations among the consumers, by Gatignon and Robertson (1991). In addition to the general objective of the study, it was developed an organic products consumers typology, considering the noticed characteristics of innovation. This research was divided into two stages. The first one was qualitative, exploratory characteristic, composed by 12 personal depth interviews, with consumers and non consumers of organic products from Curitiba and surrounding cities, approaching an. The second stage was quantitative, with a confirmation characteristic, accomplishing interviews through internet, with 530 participants, being 440 consumers of organic products and 90 non consumers. Both groups are between 18 and 70 years old, belong to social classes A and B, in agreement with the Brazilian Criteria and are residents in their majority in the state of Paraná. The data obtained in the qualitative phase was analyzed by the method of content analysis. Yet, the data obtained in the quantitative phase was analyzed through several statistical methods as factorial analysis, for purification of the scales, analysis of main components, for determination of the innovative behavior score, correlation of Pearson, variance analysis (ANOVA) and others for the tests of hypotheses, analysis of clusters and definition of the consumers typology, among others. From the proposed model were proved most of the hypotheses of the study regarding the psychological characteristics and the noticed characteristics of innovation. Yet, the hypotheses of the personal characteristics were not accepted, indicating that the socioeconomic characteristics, income, age, occupation and family composition do not influence the consumers of organic products innovative behavior. It was enhanced in this context the knowledge measured by the familiarity as the best predictive variable, being considered in first place the purchase frequency dimension, followed by the time of consumption dimension. Considering the groups generated from the noticed characteristics of the innovation, the consumers can be divided by the importance of certain characteristics. Three groups have presented specific characteristics: attentive to the concrete aspects of the product ; attentive to the benefits of the product and; attentive to the aspects of the product related to the personal and social relevance . The groups differ amongst themselves for paying attention mainly to the characteristics of the product, to the benefits of the product or to the similarity of the organic ones with their personal values. The group "attentive to the benefits of the product" is the most numerous, that considers mainly the benefits of the organic products, however, it is the least innovative of the three groups. The most innovative is the group "attentive to the concrete aspects of the product" that pays attention mainly in the product itself. To conclude are presented the theoretical and managerial contributions, limitations of the study and suggestions for future researches.

ASSUNTO(S)

administracao industrial management marketing research management pesquisa de mercado administração de empresas comportamento do consumidor produtos naturais - pesquisa natural products administração - dissertações consumer behavior

ACESSO AO ARTIGO

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