Um estudo da percepção dos consumidores frente aos atributos do selo orgânico Brasil em alimentos
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Data
2018-02-22
Autores
Lima, Anderson Rodolfo de
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Universidade Estadual Paulista (Unesp)
Resumo
Como meio de diferenciar os atributos de produtos orgânicos frente aos produtos convencionais, os selos orgânicos começaram a ser utilizados na década de 1990. Os selos orgânicos são emitidos por instituições certificadoras credenciadas e independentes, as quais atestam que determinado produto é orgânico. No entanto, a identificação e a compreensão das informações agregadas aos produtos orgânicos pelos selos podem não ser facilmente percebíveis aos consumidores. Diante desse contexto, o presente trabalho tem como objetivo avaliar a percepção dos consumidores no que se refere aos atributos dos alimentos com certificados de orgânicos no Brasil. Para tanto, os dados foram coletados por meio da aplicação de um survey, utilizando como instrumento de coleta questionários semiestruturado. A aplicação do instrumento foi feita por meio da internet com 148 consumidores em dezembro de 2017 que reconhecem o selo de produto orgânico do Brasil. Os dados coletados foram analisados por meio de estatística descritiva e da Análise Fatorial Exploratória. Os resultados encontrados nesta pesquisa apontaram que o consumidor percebe 24 atributos relevantes no selo orgânico do Brasil (dentre 26 atributos), quando desenvolvida a análise estatística descritiva dos dados. Além disso, a análise multivariada considerou que a percepção dos consumidores sobre o selo orgânico considerou três grandes fatores, “Respeito ao trabalhador”, “Respeito ao meio ambiente” e “Bem-estar animal e associativismo”.
As a means of differentiating the attributes of organic products from conventional products, organic labels began to be used in the 1990s. Organic labels are issued by accredited and independent certifying institutions, which attest that a particular product is organic. However, identification and understanding of the information aggregated to organic products by labels may not be easily perceived by consumers. In view of this context, the present study aims to evaluate consumers' perceptions regarding the attributes of foods with organic certificates in Brazil. To do so, the data were collected through the application of a survey, using semi-structured questionnaires as a collection instrument. The application of the instrument was done through the internet with 148 consumers in December 2017 who recognize the Brazilian organic product label. The collected data were analyzed through descriptive statistics and the Exploratory Factor Analysis. The results found in this research indicate that the consumer perceives 24 relevant attributes in the Brazilian organic label (among 26 attributes), when the descriptive statistical analysis of the data was developed. In addition, the multivariate analysis considered that the perception of consumers on the organic label considered three major factors: "Respect for the worker", "Respect for the environment" and "Animal welfare and associativism".
As a means of differentiating the attributes of organic products from conventional products, organic labels began to be used in the 1990s. Organic labels are issued by accredited and independent certifying institutions, which attest that a particular product is organic. However, identification and understanding of the information aggregated to organic products by labels may not be easily perceived by consumers. In view of this context, the present study aims to evaluate consumers' perceptions regarding the attributes of foods with organic certificates in Brazil. To do so, the data were collected through the application of a survey, using semi-structured questionnaires as a collection instrument. The application of the instrument was done through the internet with 148 consumers in December 2017 who recognize the Brazilian organic product label. The collected data were analyzed through descriptive statistics and the Exploratory Factor Analysis. The results found in this research indicate that the consumer perceives 24 relevant attributes in the Brazilian organic label (among 26 attributes), when the descriptive statistical analysis of the data was developed. In addition, the multivariate analysis considered that the perception of consumers on the organic label considered three major factors: "Respect for the worker", "Respect for the environment" and "Animal welfare and associativism".
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Análise Fatorial Exploratória, Certificação, Percepção do Consumidor, Survey, Exploratory Factorial Analysis, Certification., Consumer perception, Organic Label