Can’t buy me organics? The relationships between the dimensions of environmental awareness, engaged consumption and intention of consuming organic products

Informações

Código: MKT163
Divisão: MKT - Marketing
Tema de Interesse: Tema 14 - Marketing do Agronegócio e Consumo de Alimentos

Autores

Nágela Bianca do Prado (Especialização/UNICAMP) nagelabianca.prado@gmail.com
Gustavo Hermínio Salati Marcondes de Moraes (PPGA/Unicamp) gustavosalati@gmail.com

Resumo

The rise of the market of natural and organic products follows a global trend due to the growing of environmental awareness. In this context, the aim of this study was to propose and test a theoretical model to evaluate how some dimensions of environmental awareness influence consumer engagement and how this engagement influences the intention of consuming organic products. The methodology used was quantitative and the data were analyzed by structural equation modeling. The study presented a robust model with high explanatory value for engaged consumption and mean explanatory value for intention of consuming organic products. The results, based on a sample of 213 university students, provide relevant information on the behavior of individuals in this market, highlighting that the mobilization of the individual about environmental issues and attention given to the domestic environment positively influence engaged consumption, thus proving that this engagement has a positive relationship with the intention of consuming organic products. The study can generate insights for professionals and consumers to understand more systematically the buying behavior in this market.

Abrir PDF