Consumer Behaviour Towards Organic Food in Porto Alegre: an application of the Theory of Planned Behaviour

Alexia Hoppe, Luciana Marques Vieira and Marcia Dutra de Barcellos

Revista de Economia e Sociologia Rural (RESR), 2013, vol. 51, issue 01

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.

Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://ageconsearch.umn.edu/record/341465/files/Alexia%20Hoppe.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:revi24:341465

DOI: 10.22004/ag.econ.341465

Access Statistics for this article

More articles in Revista de Economia e Sociologia Rural (RESR) from Sociedade Brasileira de Economia e Sociologia Rural Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().