Loading...
Publication
O perfil e as motivações do consumidor de produtos biológicos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.09 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A produção e o consumo de produtos biológicos têm vindo a registar um crescimento, que se faz sentir um pouco por todo o mundo, com os países que dispõem de um rendimento per capita superior a terem um consumo mais expressivo destes produtos. O objetivo do nosso estudo consistiu em traçar o perfil do consumidor de produtos biológicos em Portugal, definindo num primeiro momento os traços sociodemográficos, para depois estudar os seus hábitos de compra destes produtos e as motivações que estão na base do consumo de produtos biológicos. Elaborámos um questionário para ser respondido online por consumidores de produtos biológicos, tendo também sido valorizadas as informações recolhidas junto dos respondentes que afirmaram não consumir produtos biológicos. Dedicámos ainda uma parte do questionário aos consumidores de produtos biológicos que utilizam o canal online para o seu consumo.
A metodologia utilizada teve por base o método quantitativo, com a realização de um inquérito por questionário. A amostra, composta por indivíduos residentes em Portugal, com idade igual ou superior a 18 anos, consistiu em 910 respondentes ao questionário que preparámos. Da análise extraída a partir das respostas dadas, foi possível concluir que o género feminino é o mais representado de entre os consumidores de produtos biológicos, tendo como média de idade os 46 anos. A maioria dos respondentes possuem educação ao nível do ensino superior e são casados ou vivem em união de facto. Os consumidores que integraram a amostra, afirmaram maioritariamente comprar produtos biológicos semanalmente, sendo os locais mais utilizados para a compra de produtos biológicos as lojas biológicas especializadas, com os grupos de produtos comprados com mais frequência a serem os hortícolas frescos, os ovos e as frutas frescas. As motivações mais referidas como mais importantes para a compra de produtos biológicos são a saúde individual dos consumidores, a ausência de químicos de síntese nos produtos e o facto de serem mais amigos do ambiente e mais sustentáveis. Este trabalho poderá contribuir para fornecer informações úteis para as empresas que se dedicam à produção e à comercialização de alimentos biológicos, assim como para outros trabalhos científicos na área dos comportamentos e atitudes de consumo de produtos biológicos.
The production and consumption of organic products has been growing worldwide, with the countries that have a higher per capita income registering a higher consumption of such products. The aim of our study consisted of drawing a profile of the organic consumer in Portugal, defining on a first stage the sociodemographic traces of the consumer, then proceeding to study the consumption habits and the motivations that lead to the consumption of organic products. We have prepared a questionnaire to be answered online by organic products consumers, but we have also valued the answers given by respondents that reported not to buy organic products. We have also dedicated a part of the questionnaire to the organic consumers that make use of the online channel for their organic purchases. The methodology used was based on the quantitative method, with a questionnaire survey. The sample, composed of individuals with residence in Portugal, aged 18 years or over, consisted of 910 respondents to the questionnaire we prepared. From the analysis extracted from the answers given, it was possible to conclude that the female gender is the most represented among consumers of organic products, with an average age of 46 years. Most respondents have higher education and are married or cohabiting. Consumers who were part of the sample stated that they mostly buy organic products on a weekly basis, with the most used places for purchasing organic products being specialized organic stores. The groups of products purchased most frequently by the respondents are fresh vegetables, eggs and fresh fruits. The motivations most cited as the most important for the purchase of organic products are the individual health of the consumers, the absence of synthetic chemicals in the products and the fact that they are more environmentally friendly and more sustainable. This work may contribute to providing useful information for companies engaged in the production and distribution of organic foods, as well as for other scientific works in the area of behavior and attitudes towards consumption of organic products.
The production and consumption of organic products has been growing worldwide, with the countries that have a higher per capita income registering a higher consumption of such products. The aim of our study consisted of drawing a profile of the organic consumer in Portugal, defining on a first stage the sociodemographic traces of the consumer, then proceeding to study the consumption habits and the motivations that lead to the consumption of organic products. We have prepared a questionnaire to be answered online by organic products consumers, but we have also valued the answers given by respondents that reported not to buy organic products. We have also dedicated a part of the questionnaire to the organic consumers that make use of the online channel for their organic purchases. The methodology used was based on the quantitative method, with a questionnaire survey. The sample, composed of individuals with residence in Portugal, aged 18 years or over, consisted of 910 respondents to the questionnaire we prepared. From the analysis extracted from the answers given, it was possible to conclude that the female gender is the most represented among consumers of organic products, with an average age of 46 years. Most respondents have higher education and are married or cohabiting. Consumers who were part of the sample stated that they mostly buy organic products on a weekly basis, with the most used places for purchasing organic products being specialized organic stores. The groups of products purchased most frequently by the respondents are fresh vegetables, eggs and fresh fruits. The motivations most cited as the most important for the purchase of organic products are the individual health of the consumers, the absence of synthetic chemicals in the products and the fact that they are more environmentally friendly and more sustainable. This work may contribute to providing useful information for companies engaged in the production and distribution of organic foods, as well as for other scientific works in the area of behavior and attitudes towards consumption of organic products.
Description
Keywords
Produto biológico Estudo de mercado Hábitos de compra Motivações de Consumo