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

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  • Hoppe, Alexia
  • Vieira, Luciana Marques
  • Barcellos, Marcia Dutra de

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.

Suggested Citation

  • Hoppe, Alexia & Vieira, Luciana Marques & Barcellos, Marcia Dutra de, 2013. "Consumer Behaviour Towards Organic Food in Porto Alegre: an application of the Theory of Planned Behaviour," Brazilian Journal of Rural Economy and Sociology (Revista de Economia e Sociologia Rural-RESR), Sociedade Brasileira de Economia e Sociologia Rural, vol. 51(1), pages 1-22, March.
    • Handle: RePEc:ags:rdecag:184446
    DOI: 10.22004/ag.econ.184446
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    References listed on IDEAS

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    2. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    3. Groot, Etiénne, 2021. "Segmentos de preferências na aquisição da carne bovina," Revista de Economia e Sociologia Rural (RESR), Sociedade Brasileira de Economia e Sociologia Rural, vol. 59(2), January.
    4. David Bürgin & Robert Wilken, 2022. "Increasing Consumers’ Purchase Intentions Toward Fair-Trade Products Through Partitioned Pricing," Journal of Business Ethics, Springer, vol. 181(4), pages 1015-1040, December.
    5. Contò, Francesco & Fiore, Mariantonietta & Conte, Alessandra & Pellegrini, Giustina, 2015. "Avoiding food waste by Italian consumers: related beliefs, attitudes, behaviour and the importance of planning and shopping routines," 2015 Fourth Congress, June 11-12, 2015, Ancona, Italy 207355, Italian Association of Agricultural and Applied Economics (AIEAA).
    6. Yuxuan Xu & Jie Lyu & Ying Xue & Hongbin Liu, 2022. "Intentions of Farmers to Renew Productive Agricultural Service Contracts Using the Theory of Planned Behavior: An Empirical Study in Northeastern China," Agriculture, MDPI, vol. 12(9), pages 1-21, September.

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