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Hábitos no consumo sustentável de produtos alimentares locais: um estudo no Concelho de Lagos
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Abstract(s)
Temas como sustentabilidade, alterações climáticas e comportamentos pró-ambientais
estão na ordem do dia e fazem parte da agenda mediática mundial. De facto, as tendências
contemporâneas relacionadas com os comportamentos de consumo sustentáveis são
emergentes e assumem um grande impacto no espaço público, pelo que se torna de extrema
relevância estudar os hábitos de consumo sustentáveis no âmbito dos produtos alimentares
locais. A necessidade de uma mudança nas atitudes e comportamentos, para que estes sejam
mais sustentáveis e com impacto positivo no bem-estar individual, é cada vez mais evidente.
A presente investigação tem como propósito refletir acerca da temática do marketing
social como veículo para a mudança de comportamentos/hábitos de consumo no contexto dos
produtos alimentares locais. A finalidade é compreender o comportamento do consumidor,
através da análise dos hábitos de consumo sustentável, no que respeita aos produtos
alimentantes locais, de modo a definir o perfil de consumo e compreender quais são os
principais inibidores do consumo sustentável, no que respeita aos produtos alimentares locais.
Numa abordagem quantitativa e transversal aplicou-se um inquérito por questionário
online a residentes a viver há mais de um ano no concelho de Lagos, Algarve, com recurso à
técnica bola de neve, obtendo 125 respostas elegíveis.
Os resultados permitiram concluir que os itens com maior importância para os inquiridos
são aqueles relacionados com as atitudes acerca da influência da saúde no comportamento de
consumo sustentável, bem como as atitudes acerca dos produtos regionais. Verificou-se uma
correlação significativa positiva moderada a elevada, entre as variáveis relacionadas com as
preocupações a nível de modificações genéticas, apoio aos produtores locais e preocupações
com a saúde. Identificaram-se as barreiras monetárias como principal inibidor à adoção de um
comportamento de consumo mais ético.
Por último, foi ainda possível aferir que a maioria dos participantes já se encontra no
estágio de manutenção, proposto por Prochaska e DiClemente (1983), no Modelo
Transteorético relativo à mudança de comportamentos.
Themes such as sustainability, climate change and pro-environmental behaviors are on the agenda and became part of the world media agenda. Moreover, contemporary trends related to sustainable consumption behaviors are emerging and have a great impact on public opinion. It becomes increasingly relevant to study sustainable consumption habits in the context of local products. The need for a change in attitudes and behaviors aiming for them to be more sustainable and have a positive impact on individual well-being is increasingly evident. The purpose of this research is to reflect on the theme of social marketing as a vehicle for changing consumer behavior/habits. We aim to understand consumer behavior through the analysis of sustainable consumption habits, regarding local food products. The objectives are to identify the participants’ consumption profile and to understand what the main inhibitors of sustainable consumption are, with respect to local food products. Following a quantitative and transversal approach, an online questionnaire was administered to residents living at least for a year in Lagos, Algarve, using the snowball technique. Of the collected questionnaires, 125 were eligible. Results showed that the items with the greatest importance for respondents are the ones assessing attitudes about the influence of health on sustainable consumption behavior, as well as attitudes about regional products. There was also a moderate to high positive significant correlation between the variables related to genetic modifications concerns, support for local producers, and health concerns. Monetary barriers were identified as the main inhibitor to adopting more ethical consumer behavior. Furthermore, it was possible to ascertain that most participants are already in the maintenance stage, proposed by Prochaska and DiClemente (1983), in the Transtheoretical Model regarding behavioral change.
Themes such as sustainability, climate change and pro-environmental behaviors are on the agenda and became part of the world media agenda. Moreover, contemporary trends related to sustainable consumption behaviors are emerging and have a great impact on public opinion. It becomes increasingly relevant to study sustainable consumption habits in the context of local products. The need for a change in attitudes and behaviors aiming for them to be more sustainable and have a positive impact on individual well-being is increasingly evident. The purpose of this research is to reflect on the theme of social marketing as a vehicle for changing consumer behavior/habits. We aim to understand consumer behavior through the analysis of sustainable consumption habits, regarding local food products. The objectives are to identify the participants’ consumption profile and to understand what the main inhibitors of sustainable consumption are, with respect to local food products. Following a quantitative and transversal approach, an online questionnaire was administered to residents living at least for a year in Lagos, Algarve, using the snowball technique. Of the collected questionnaires, 125 were eligible. Results showed that the items with the greatest importance for respondents are the ones assessing attitudes about the influence of health on sustainable consumption behavior, as well as attitudes about regional products. There was also a moderate to high positive significant correlation between the variables related to genetic modifications concerns, support for local producers, and health concerns. Monetary barriers were identified as the main inhibitor to adopting more ethical consumer behavior. Furthermore, it was possible to ascertain that most participants are already in the maintenance stage, proposed by Prochaska and DiClemente (1983), in the Transtheoretical Model regarding behavioral change.
Description
Keywords
Comportamento de consumo sustentável Marketing social Produtos locais Modelo transteorético da mudança de comportamentos Mudança de comportamentos Município de Lagos