Comportamento do consumidor de frutas, legumes e verduras orgânicas do município de Chapecó/SC

Abstract

The demand for organic food is a growing demand from consumers, who see in these foods the quest for a better quality of life. With this thought people began to introduce healthier habits into their lives, boosting the greater consumption and production of organic foods. Faced with such development, it is essential to study the behavior of the consumer, since from the analysis of the consumer's perception of organic products, as well as the factors and attitudes that guide the purchasing decision process is possible develop strategies aimed at developing and strengthening this new niche market. Given the current relevance of the studies that involve the market of organic products, the present research aims to diagnose and compare the motivations and the main factors that influence the buying behavior of consumers and non-consumers of organic fruits and. The research carried out was of a qualitative nature, classified as exploratory and descriptive in terms of its purposes, and its means is classified as a case study. Data collection was carried out using a probabilistic bias questionnaire via the Google Docs platform with 305 responses collected and later a semistructured interview was conducted with five consumers and five non-consumers of organic fruits and vegetables from the municipality of Chapecó, and for its analysis, the content analysis method was used. It was concluded that in relation to the profile, such as age, family income, schooling, sex, there are no differences between the two groups, as some of these characteristics are not determinant in the purchase of organic FLVs. It has also been identified that the two groups know what organic food is, and that the certification seal is necessary for the differentiation between organic and conventional. Free markets and the director's purchase of the producer are the channels most used by consumers, as opposed to non-consumers who prefer supermarkets. Price and non-regularity of supply are the main inhibitors of consumption. Family and friends are the major influencers, just as health is the main motivator of consumption. The two groups agree that the price of organic FLV is higher than the conventional ones and the disclosure of them is still considered very low. Among the fruits, vegetables and vegetables the most consumed are vegetables. In addition, the two groups reported having an interest in consuming other organic products, however, reported having difficulties to find. The research also showed the need for a greater diversification of these products, mainly fruits. Regarding the influence factors, it was evidenced that all exert some influence on consumer buying behavior and not consumers of organic fruits and vegetables, however some influence more and others less.