Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour

Alexia Hoppe,Luciana Marques Vieira,Marcia Dutra De Barcellos

doi:10.1590/s0103-20032013000100004

Alexia Hoppe, Luciana Marques Vieira + Show 1 more

Open Access

https://doi.org/10.1590/s0103-20032013000100004

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Abstract

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.

Highlights

It is widely recognized that patterns of food consumption have experienced rapid change over the past few years/decades as result of concerns on environmental sustainability, development, nutritional aspects and health issues
Consumer Behaviour Towards Organic Food in Porto Alegre: an application of the Theory of Planned Behaviour with the high penetration level presented in the aforementioned Figure 3
The findings of this study showed an alignment between positive attitude and consumption behaviour among the surveyed consumers

Summary

Introduction

It is widely recognized that patterns of food consumption have experienced rapid change over the past few years/decades as result of concerns on environmental sustainability, development, nutritional aspects and health issues. Along with this trend, organic agriculture has been expanding quickly around the world. The area of agricultural land used for organic agriculture has increased by almost 1.9 million hectares from 2006 to 2007. Latin America has shown an increase of 1.4 million hectares of its area devoted to organic agriculture over this period, which represents a growth rate of 28%. One of the consequences this trend has shown during the past decades is the increasing demand for academic research on consumers’ preferences and organic food (SHEPHERD, MAGNUSSON and SJÖDÉN, 2005)

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