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Organic food consumers: health promotion or disease prevention
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Orientador(es)
Resumo(s)
The master thesis topic arose from the observance of recent uprise in the organic food
consumption, as it aims to understand the consumer decision-making process and
motivations that lead to purchase. Health promotion and disease prevention were
considered as the key motivational factors used by consumers when deciding to purchase
organic food. On one hand, these concerns are gaining form in consumer actions to reduce
or eliminate exposure to risks that might incur in diseases. On the other hand, the focus is in
healthcare and the goal to increase complete control over an individual’s own health.
Leveraging statistical correlation and regression analysis, the study research findings
provided significant associations that distinguished the importance of consumers’
motivations in the decision-making process. Additionally, the findings indicate greater
regulatory fit and higher intentions to purchase when organic choice and emotions
characteristics are paired with promotion focus. As, when willingness to pay characteristics
are paired with prevention focus.
As a result, this study provides an understanding of the consumer behaviour which can assist
marketers and managers to fine-tune their judgment and communicate more effectively
with their consumers whilst pinpointing their exact needs and interests.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Organic food Health Regulatory Focus Health Promotion Disease Prevention