Brazilian Consumers Research Articles

Purchasing Intention of Products with Sustainable Packaging

This study investigates Brazilian consumers’ purchase intentions for sustainably packaged products, applying the theory of planned behavior enhanced with environmental concern, knowledge, willingness to pay more, and trust. Data were collected from 509 participants via an online questionnaire, using convenience sampling. The questionnaire, based on previously validated scales, examined attitudes toward purchasing, subjective norms, perceived behavioral control, environmental variables, and purchase intentions. Descriptive analysis pointed out the prominence of environmental concern, positive purchasing attitudes, and purchase intentions. Principal component analysis reorganized variables into seven components, while cluster analysis identified three distinct consumer profiles: those prioritizing cost and information, environmentally conscious young consumers, and individuals influenced by social factors, with a strong sense of consumption control. The study reveals a widespread concern for the environment among respondents, highlighting the need for societal and political advancements in support of sustainable consumption practices.

Let’s get some food! The influence of marital status on the attributes’ perception of food delivery applications

Purpose: This research aims to identify the influence of marital status on the attributes’ perception of fooddelivery applications (FDA) by Brazilian consumers, considering convenience, price, usability, various foodchoices, and trustworthiness.Methodology: This quantitative research study is based on a survey with a sample of 348 Brazilian FDA users,applying exploratory factor analysis (EFA).Findings: This article sought to answer the influence of marital status (considering people married or ina common-law marriage vs. single, separated, and divorced individuals) on the consumer’s perception ofattributes of food delivery applications (FDAs). The attributes analyzed were price, convenience, usability,various food choices, and trustworthiness. The results demonstrate differences between the groups, withsingle, separated, and divorced individuals emphasizing perceptions of the FDA attributes usability and price.Theoretical contributions: The study extends the theory on m-commerce and FDAs, as well as managerialimplications for companies in the food delivery sector. Armed with such knowledge, marketing managers candevelop strategies focusing on specific interest groups according to marital status, considering the attributesof greatest value for each segment.Relevance/Originality: The increase in FDA consumption has attracted the attention of the most diversemarket segments. This study brings light to new propositions concerning purchase habits by specific groups,reinforcing the need to improve communication between company and user, counting on resources such ascustomization and segmentation to optimize the use of apps.

Opinion: Brazilian consumers and nutrition fact labels in food services

ABSTRACT This study evaluated consumers’ perceptions of different nutrition fact labels in online menus in southern Brazil A quantitative cross-sectional descriptive study was carried out with participants from the state of Rio Grande do Sul (southern Brazil) from October 2021 to January 2022.An online questionnaire was sent with three nutrition fact labels (namely traffic light, warning, and simplified), and 552 people participated, mostly women (80.3%) with a mean age of 35.7 years (±12.4). The traffic light model significantly influenced (p < 0.001) consumer choices, and the level of acceptability and understanding of the traffic light and warning models were satisfactory; there were no preferred models among the participants. Additionally, the data showed that consumers were increasingly fastidious regarding the information provided in food services when purchasing meals or snacks. Hence, it is highly relevant for government agencies to study the implementation of these labeling systems in food services.

Gender Differences in Multidimensional Poverty in Brazil: A Fuzzy Approach

AbstractThis study aims to improve the measurement of multidimensional poverty for the purpose of analyzing gender differences while considering the limitations of household surveys. To effectively analyze gender disparities, it addresses three issues that are often overlooked in the literature: disregard for within-household inequalities in household-level indicators; disregard for ineligible populations in indicators that represent only a specific group; and disregard for intermediate deprivation situations in cutoff-based poverty estimations. Using data from the Brazilian Consumer Expenditure Survey 2017–2018, we create two indexes with indicators that are key aspects in gender and feminist analyses. Applying a fuzzy approach and the Alkire–Foster method, we estimate multidimensional poverty and gender differences from three perspectives: intrahousehold, interhousehold, and intracouple. We also calculate inequality among the poor and intracouple gender gaps proposing fuzzy versions for these analyses. The main findings suggest that women are disadvantaged in terms of work and time quality, economic security, and access to resources—all of which are crucial components of agency or degree of empowerment.

Correction to “Analysis of Brazilian consumers’ perceptions of cosmetics packaging from a circular economy perspective ”

Correction to “Analysis of Brazilian consumers’ perceptions of cosmetics packaging from a circular economy perspective ”

Bee pollen as a functional ingredient in bread: an exploratory study based on attitudes and expectations of Brazilian consumers

This study investigated consumers' perceptions of adding bee pollen to bread. An attitude questionnaire composed of 48 statements related to "general health," "light products," "natural products," "salty products," "food as a reward," "pleasure," and "food neophobia" was answered by the participants, who indicated their level of agreement with each statement according to a 5-point Likert scale, ranging from (1) "totally disagree" to (5) "totally agree." A check-all-that-apply (CATA) questionnaire was also employed to characterize 12 visual stimuli. The creation of stimuli was carried out using a factorial design, resulting in 12 images of bread. Three clusters of consumers were identified, each associating positive attributes with stimuli containing bee pollen, regardless of the health claim, while negative attributes were associated with stimuli without added pollen. The main positive drivers of liking were "I would buy," "attractive," "pleasant color," "healthy," "light," and "natural." On the other hand, the negative drivers of liking were "unattractive," "I don't like it," "I wouldn't buy," "hard," and "unpleasant color." This study provides valuable information for developing healthier bread using natural ingredients with bioactive compounds, such as bee pollen.

How Do Brazilian Consumers Understand Food Groups in the Food-based Dietary Guidelines?

In the Food-based Dietary Guidelines (FBDGs), food classification is based on food groups and nutrient sources. Much research has already investigated multiple aspects of consumer understanding of the information described in these documents. However, no study has evaluated consumer understanding of all food items contained in the groups described in the FBDGs. This study aimed to assess Brazilian consumers' understanding of food classification according to food groups in the concepts of the FBDGs. Therefore, an instrument, Consumer Understanding of Food Groups (UFG), was constructed and validated to assess consumer understanding of food groups. The instrument comprised 44 items approved by experts (agreement > 80%). A total of 894 Brazilians from all regions participated in this study. The results suggest that 48.9% of the participants believe it is easier to classify food according to food groups. The classification of food groups is based on the origin of the food (animal and vegetable). Although consumers easily recognize foods according to their origin, we still identify asymmetries regarding including food items from the animal kingdom and species from the plant kingdom. This exploratory study highlights important information that can contribute to improving the FBDGs. It is essential to consider consumers' understanding and guide them regarding choices from a technical point of view.

Exploring the role of the general interest in health on the perceptions of Healthy, Industrialized, and Ultra-processed foods among Brazilians

Food processing includes operations that transform raw materials into new products, ensuring the preservation and supply of safe food; however, this view is not always understood by consumers who tend to associate any type of processing with something negative and harmful to health. Given this, the objective of this study was to explore the associations of Brazilian consumers in relation to healthy foods, industrialized foods, and ultra-processed foods, as well as to evaluate the role of socio-demographic characteristics and interest in health in these associations. To this end, 512 Brazilians completed a word association task on these three concepts and then answered a questionnaire about interest in health and socio-demographic issues. In general, participants associated “Healthy food” mainly with “Unprocessed products.” Conversely, “Industrialized foods” and “Ultra-processed foods” were associated with “Processed products,” “Negative perceptions,” “Health harm,” and “Industry”. Despite this, it was found that “Industrialized foods” were also perceived positively, mainly due to convenience. Consumer associations were influenced (p ≤ 0.05) both by interest in health and by socio-demographic profile. Individuals with a high interest in health mainly associated “Industrialized foods” and “Ultra-processed foods” with the presence of preservatives, additives, and pesticides, and with diseases. As for those with low interest in health, there was a greater lack of knowledge of the concepts. Doubts and lack of knowledge were observed for “Industrialized foods” and “Ultra-processed foods,” mainly among consumers with low educational level. The results indicate the need to develop communication strategies that reach consumers to facilitate understanding and, in this way, help them to make more conscious food choices.

Leveduras alternativas como agentes microbianos para vinhos produzidos a partir de uvas não-Vitis vinifera: Uma abordagem sensométrica. Parte 1: BRS Núbia

ABSTRACT Wines are produced from Vitis vinifera or American/hybrid grapes as a result of alcoholic fermentation and this bioprocess is modulated by yeasts of the Saccharomyces or non-Saccharomyces species. This study aimed at characterizing the chemical and sensory acceptance profiles of wines produced from BRS Núbia hybrid grapes with the classic yeast Saccharomyces cerevisiae (SC), and alternative yeasts Saccharomyces bayanus (SB) and Saccharomyces uvarum (SU). The wines produced using the same winemaking protocol were evaluated using the physicochemical parameters of total acidity, volatile acidity, total dry extract, reducing sugars, alcohol content, total phenolic content, color indices and the sensory acceptance method. All the physicochemical parameters evaluated were in accordance with the legislation. The SC wine sample showed greater acceptance of appearance and body due to its high color intensity, reducing sugar and total phenolic content. The SU wine sample was related to the physicochemical parameters of acidity (total and volatile), alcohol content, dry extract and CIELab parameters, showing higher acceptance for aroma, flavor, overall acceptance and purchase intention. The SB wine showed no relationship with any physicochemical property or sensory acceptance attribute. The SU yeast showed potential in producing wines with great acceptance by Brazilian consumers, considered an alternative yeast that can be used for the production of hybrid grape wines.

PAPEL DAS EMOÇÕES NA REDUÇÃO DO DESPERDÍCIO DE ALIMENTOS

ABSTRACT This study analyzes the role of emotions in the food waste reduction behavior of Brazilian consumers. Based on a survey with 235 respondents and employing PLS-SEM as the analysis technique, it was found that consumers who feel more guilty about waste have more favorable attitudes toward mitigating food disposal in domestic environments. Similarly, anticipated pride directly impacted attitudes toward reducing food waste. These emotions also had indirect effects on waste reduction intention and behavior. In this study, psychological distance moderated the intention-behavior relationship, demonstrating that consumers are more likely to engage in sustainable practices when they perceive waste as a problem close to them. This study offers insights into strategies that can be used to mitigate wasteful behaviors.

Sensory quality of beef with different ultimate pH values – A Brazilian perspective

This study evaluated Brazilian consumer perceptions of beef with different pH values at 48 h post-mortem (pHu) through sensory analysis. A total of 138 consumers evaluated raw and grilled steaks. The steaks were divided according to their pHu (normal pH < 5.8, atypical darkness, firmness, and dryness [DFD] > 5.8 pH < 6, and typical DFD pH ≥ 6). There was no difference in the visual evaluation of raw steaks or purchase intention. Evaluation of the grilled steaks showed that consumers preferred typical DFD steaks in terms of tenderness, and there was a tendency for the same behavior in terms of juiciness. No differences were observed in other evaluated parameters. Cluster analysis identified three consumer segments for visual evaluation, indicating a preference for steaks with higher pHu in terms of freshness. Additionally, four segments were identified for evaluation, with some groups expressing a preference for higher pHu meat in terms of freshness appearance, tenderness liking, and overall liking. The developed regression models for overall liking and purchase intention exhibited favorable adjustment indices, with r2 values of 0.86 and 0.57, respectively, for raw steaks and 0.90 for grilled steaks for in overall liking. Regression models indicated a strong influence of color and freshness appearance, in addition to tenderness liking and juiciness liking, on the overall liking scores of consumers. These results indicate that Brazilian consumers do not dislike dark cutting and, despite differentiating their greater tenderness, do not show a preference between the different pHu values.

Perception and acceptance of natural sweeteners in a plant‐based cocoa‐flavored ice cream: Difference between Danish and Brazilian consumers

AbstractThis research investigated cross‐cultural differences in acceptance of a plant‐based cocoa‐flavored ice cream iso‐sweetened with different natural sweeteners among Danish and Brazilian consumers. Ideal sweetness, equi‐sweetness, quantitative descriptive analysis (QDA), and consumer affective tests were carried out. Results were analyzed through ANOVA and Tukey's means test (p ≤ .05). For consumer tests, Danish consumers (n = 120) and Brazilian consumers (n = 120) evaluated seven samples of a plant‐based cocoa‐flavored ice cream iso‐sweetened with sucrose, blends of sucrose and xylitol (25%, 50%, and 75%, respectively), stevia 95% rebaudioside A, stevia 60% rebaudioside A, and a blend of stevia and xylitol (50%). No significant difference in overall liking was found between the blends of sucrose and xylitol. Samples sweetened with stevia rebaudioside A 95% and 60%, and a blend of stevia rebaudioside A 95% with xylitol 50% were rejected by Danish consumers, whereas Brazilian consumers liked them a little better (5.08, 4.63, and 4.92, respectively), even though there was no significant difference among them (p &gt; .05).Practical ApplicationsThis study showed that it is possible to reduce sugar content and increase liking in this plant‐based ice cream matrix by replacing sucrose with xylitol. This emphasizes that the replacement will work in some places, but in others, it will not make a difference in acceptance; thus, it is a win for the food industry. The results obtained from specific groups require further studies on applying them to different consumers. The differences and similarities in acceptance between Danish and Brazilian consumers for natural sweeteners‐sweetened plant‐based ice cream emphasize the importance of performing a consumer acceptance study with consumers to whom the products under study are intended.

Trade and consumption of buffalo meat in Brazil

Due to the lack of information concerning the buffalo production chain, the aim of this survey was to identify consumer behaviour, acceptance and trends in relation to buffalo meat. The survey research method was used, for which an online questionnaire was prepared using Google Forms, and distributed via digital platforms to Brazilian consumers. Using the exploratory technique of multivariate statistics, ordination was carried out by principal component analysis (PCA), where the words were grouped into dimensions. Of the respondents, 44.82% had already consumed buffalo meat; however, many did not know whether they had already tried it, since 50.24% of the respondents said they could not identify any difference between buffalo meat and beef. An identification and indication of the origin were considered important by 44.82% of respondents. The respondents cited 1130 different terms, the word ‘quality’ appearing in most responses. Principal component analysis explained 93.32% of the variations in the consumer perception of buffalo meat. A part of Brazilian consumers is unaware of the buffalo production chain, and have never had the opportunity to consume the meat. The creation and divulgation of a certificate of identification, together with the benefits to health from consuming buffalo meat is fundamental for consumer confidence, which, together with the ready availability of the product, would allow expansion, consolidation and improvement of the production chain. The results of the study show the potential for increasing the consumption of buffalo meat among Brazilian consumers, providing the product included a guarantee of origin, quality and healthiness.

Are they humans or are they robots? The effect of virtual influencer disclosure on brand trust

AbstractThe increased prevalence of social media has led brands to utilize influencers for product endorsements and influence consumer perceptions. Among these influencers, virtual influencers (VIs)—that is, computer‐generated influencers with a social media presence–have gained significant attention due to their substantial online following and greater engagement compared to human influencers. However, a research gap exists in understanding the impact of VIs on consumer response toward brands, particularly when consumers perceive VIs as human. To address this gap, this study draws upon anthropomorphism and expectation disconfirmation theories to investigate the effect of disclosing a VI's nonhuman nature on consumer trust in the brand. Additionally, the influence of culture on consumers' perceptions of VIs is explored. The study employs three within‐subject experimental designs, with two studies conducted in the United States (n = 75 and n = 101) and one in Brazil (n = 83). The findings reveal that the disclosure of a VI's nonhuman nature negatively affects the perceived anthropomorphism of the influencer, subsequently diminishing the credibility of the VI and impacting brand trust. This study contributes significantly to the consumer behavior literature by examining the unintended consequences of disclosing VIs' nonhuman nature on consumer perceptions. Furthermore, it highlights the potential role of culture, as the direct influence of disclosure on anthropomorphism is observed, but the indirect influence on brand trust is not supported among Brazilian consumers. Consequently, brands must reconsider the design of their own VIs or those they collaborate with, striving for a design that mitigates consumer suspicion avoiding the negative effects of disclosure.

Analysis of Brazilian consumers' perceptions of cosmetics packaging from a circular economy perspective

AbstractNowadays, a lot more packaging is used to protect and carry products, since they are no longer sold in bulk. Brazil holds the world's fourth largest consumer market for Hygiene, Perfumery, and Cosmetics—HPC in the world. It can therefore be inferred that there is a large consumption of packaging in this sector. However, the country has with the Brazilian Solid Waste Policy (BSWP), which obligates the implementation of reverse logistics for packaging and introduces the concept of shared responsibility—everyone in the chain is responsible for the waste. This paper aims to analyzed the perception of consumers of the sector of HPC related to the disposal and reverse logistics of packaging of beauty products under the Circular Economy‐CE perspective. For this purpose, we applied an online survey with consumers in the HPC sector in Brazil. Data were analyzed using descriptive statistics. It was identified that consumers lack knowledge about the concepts of CE and BSWP, indicating a need to improve the environmental awareness of the population. However, most consumers showed interest in companies that are concerned with the destination of used packaging.

Consumer behavior and perception of rice flour through sensory methods

The objectives were to identify the perception of Brazilian consumers regarding the consumption of rice flour, as well as to generate information that fosters valorization of the rice production chain. A qualitative research was used, totaling 447 responses, characterizing as a convenience research, was applied via Google docs online form. Steps performed were the sensory analysis of word association, presenting an image of rice flour as a stimulus and application of a closed structured questionnaire containing 18 questions, included questions about consumption and trade of rice flour and sociodemographic information. The volunteers participated by associating four words to the consumption of rice flour, accounting for 782 different words or terms. Eight dimensions were classified with categories related to the words with the greatest impact mentioned during the association. The dimension related to food was the most mentioned by the participants, followed by sensory attributes, curiosities, health, nutritional quality, gluten-free, positive feelings and negative feelings. Of the 18 factors explored by the questionnaire, four of them were identified as responsible for explaining 79.67% of the total common variance of the variables: Health, Attributes, Consumption and Marketing. These four factors are sufficient to develop production and marketing strategies in order to favor the consumption of rice flour. Thus, the methods used were consistent in showing the perception of consumers and potential buyers of rice flour and derived products. There is a strong association with celiac disease and gluten-free diets, suggesting that the consumer market is still mostly restricted to these groups.

Characterization, typification and holistic consumer perception of welfare in laying poultry in Brazil: a machine learning approach

AbstractThe intensification of production systems raises concerns about animal welfare. In egg production, the use of cages is the main reason for discussion. The current transition from the production system to cage-free systems raises questions about consumer perception. The objective of this study was to typify, characterize and differentiate the profile of Brazilian consumers regarding animal welfare in laying poultry. For this, a questionnaire with 28 questions, addressing questions about sociodemographic indicators (SOC), eating habits (HAB), knowledge about the production chain (CON), general perception of animal welfare in egg production (HPW) and about eggs with an animal welfare guarantee (PEAWG) was answered by 1415 consumers. Machine learning techniques were applied to characterize; typify and holistic perception. Three groups of consumers were defined: interested, emerging and indifferent. All indicators under study showed discriminatory power (P &lt; 0.001). The indicators that showed the greatest importance for the classification of the three profiles were HPW &lt; EHAB &lt; COM &lt; PEAWG &lt; SOC. The results indicate the potential of interested and emerging groups to become consumers of cage-free eggs and also indicate the need to inform the population about animal welfare in egg production. The results reinforce the need to create specific public policies for the production chain, in order to value egg production and reaffirm interest in the area, especially in specific niches such as production in cage-free systems.

Management of crises of brazilian brands on social networks

Consumer behavior in a digital environment is the central element of this study and represents a relevant theme and a challenge for marketing managers. The starting question of this study is related to concepts such as transparency and digital swarm proposed by the South Korean philosopher Byung-Chul Han. These concepts are relevant to understand the Brazilian context of brands involved in the digital environment. This study uses a qualitative approach for data collection, through the methodology of multiple case studies. For data collection, the netnography method of research and content analysis were used for the evaluation of results. The findings reject the theory proposed by Byung-Chul Han, since Brazilian consumers seem to be avid to engage in storms caused by online crises. In addition, they present enough capability to articulate the promotion of concrete negative effects from the point of view of economic losses, political pressures, and shocks in the stock market segment. For future studies, analyses in other international contexts are suggested to compare and discuss about the exercise of freedom by citizens in a digital environment and its negative impacts on the corporate assets of organizations.

Ethical consumption values and ecological clothing: a study in brazil

Objective: The research aims to investigate the Brazilian consumer in their intention to purchase ecological clothing. Method: To carry out the study, field research was carried out, of an applied nature, with an exploratory and descriptive quantitative, cross-sectional objective, with non-probabilistic sampling, and research had for. The model proposed and validated by Echeverría (2017) was used as a basis, consisting of 11 factors and 42 psychographic observable variables, in addition to demographic variables (gender, age, education, and family income). Originality/Relevance: As the concern for sustainability becomes a universal phenomenon, the profile of the ecologically conscious consumer evolves. The ecological fashion movement gained strength and several companies began to realize the importance of sustainability and ethical conduct as indispensable factors in fashion. Brazil is the largest complete textile chain in the West, with more than 9.5 million jobs. Results: The predominance of the sample was female, education, there was a balance between the number of respondents between undergraduate and secondary education, with an average age of respondents of 36.74 years. An interesting point of the study, which proved to be quite significant, was the positive influence of the attitude toward the purchase of ecological products on the ecological purchase intention. The increase in ecological awareness greatly interferes with consumer behavior. The theory of planned behavior can explain this phenomenon, as an individual's attitude, their beliefs concerning a certain aspect, can influence their consumption intention. Theoretical/methodological contributions: The contribution of this study is to provide the profile of the Brazilian consumer in their intention to purchase ecological clothing. The positive influence of the attitude towards the purchase of ecological products remained evident. Increased awareness of consumer behavior. The great contribution of this study lies in the proposition of a theoretical framework, which enables an understanding of the structure of green consumer behavior. Social contributions: Assuming that human behavior is goal-oriented, based on individual beliefs, the goals TCP applied to consumption proposes that the way people select, process information, and act about them depends on the relevance and strength of its own general goals.

Perception, knowledge, and insights on the Brazilian consumers about nut beverages

ABSTRACT “Plant-based beverages,” “plant-based milk” and “milk alternatives” are terms commonly used to refer to drinks made from plants, such as legumes, cereals, pseudocereals, and nuts. This study aimed to evaluate the perception and consumption of nut-based beverages by Brazilian consumers. An online questionnaire was prepared with socioeconomic and consumption questions and disseminated in digital media following established ethical standards. The almond beverage was the drink most consumed by the respondents and the Brazil nut beverage was the one that most aroused the most interest among the respondents. Nut beverages were elected as the healthiest, most sustainable, and nutritionally best beverages in comparison with soy beverages and cow’s milk. Fruits such as strawberries and bananas were cited as alternatives for flavoring these beverages. Consumers considered the possibility of fully and partially replacing cow’s milk and soy drinks with nut beverages. Interest in these along with plant-based milk was not restricted to the vegan segment, and these products were indicated as having strong potential for inclusion in the diets of omnivorous consumers. More studies on buying, purchase intention, acceptance, knowledge, and neophobia among Brazilian consumers are necessary for the development of these beverages, especially with more representative samples of society.