CONSUMPTION OF ORGANIC FOODS: AN EXPLORATORY STUDY

Authors

  • Danilo de Oliveira Sampaio Universidade Federal de Juiz de Fora-UFJF
  • Marlusa Gosling Universidade Federal de Minas Gerais-UFMG-Cepead
  • André Francisco Alcântara Fagundes Universidade Federal de Minas Gerais-UFMG-Cepead Universidade Federal de Uberlândia-UFU
  • Caissa Veloso e Sousa Universidade Federal de Minas Gerais-UFMG-Cepead

DOI:

https://doi.org/10.20946/rad.v15i1.9582

Keywords:

organic food, consumer behavior, focus groups

Abstract

This article with a qualitative approach aimed to verify the behavior of consumers of organic food through the variables health and lifestyle, in order to understand how consumers give value to these aspects of consumption. We used the theory of consumer behavior according to Sheth and Sethi (1977) and Rook and Levy (1983), which treats the cultural and symbolic issues in relation to consumption. Exploratory, two focus groups in this study was developed using content analysis. The first focus group of consumers of organic foods showed awareness of the importance of organic food, including relationships occurring socialization. The second group formed by consumers of traditional foods, perceived organic food as something healthy, however, showed no awareness of the concept of this type of product and its benefits.

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Author Biographies

Danilo de Oliveira Sampaio, Universidade Federal de Juiz de Fora-UFJF

Doutor em Administração na UFMG-Cepead. Prof. de Marketing do Depto. de Ciências Administrativas (CAD) da Faculdade de Administração e Ciências Contábeis (FACC) da UFJF

Marlusa Gosling, Universidade Federal de Minas Gerais-UFMG-Cepead

Doutora em Administração, Profa. de Marketing- Cepead-UFMG

André Francisco Alcântara Fagundes, Universidade Federal de Minas Gerais-UFMG-Cepead Universidade Federal de Uberlândia-UFU

Doutorando em Administração na UFMG-Cepead, Prof. de Marketing-Universidade Federal de Uberlândia-UFU

Caissa Veloso e Sousa, Universidade Federal de Minas Gerais-UFMG-Cepead

Doutoranda em Administração na UFMG-Cepead

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Published

2014-08-15

How to Cite

Sampaio, D. de O., Gosling, M., Fagundes, A. F. A., & Sousa, C. V. e. (2014). CONSUMPTION OF ORGANIC FOODS: AN EXPLORATORY STUDY. Management in Dialogue Review, 15(1). https://doi.org/10.20946/rad.v15i1.9582

Issue

Vol. 15 No. 1 (2013): January - April

Section

Artigos

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