Gestão ambiental e competitividade: um estudo sobre os fatores que afetam a decisão de compra de produtos orgânicos na cidade de Teresina-PI

Abstract

The organic products represent one of the main trends of alimentary consumption in the new century. In Brazil, the answer is already well representative which it becomes the country, as a great consuming and exporting market of products of LVF type. The objective of this research was to investigate the factors capable to influence the food consumer in its purchase decision of organic products in the supermarkets of Teresina, capital of Piauí State. The methodology was exploratory and descriptive, using survey, with closed and opened questions in 542 interviewed. The questionnaire was based on projected scales to evaluate the factors that can influence the purchase decision of organic products, whose variable had been grouped in the following groups: behavior, knowledge, interest, competitiveness, importance, barrier and profile. The used statistical techniques were descriptive analysis and multiple regression analysis. The results demonstrate interest of the population in paying more for the organic product, due to better quality of life, however it lacks to one better spreading and greater sensitization to attract these consumers. Some recommendations and proposals are presented after the results, as suggestions for future research