Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria da cadeia de meios e fins

Abstract

The objective of this work was to study the behavior of consumers of organic foods, particularly the values structure that leads to the buying of these foods in open markets in the city of Belo Horizonte. The means end chain theory, the laddering and the hierarchic value map methods were applied. According to the analyses of the results, the consumers studied have a lifestyle that is close to the ego-trip behavior, which is characterized by valorization of autonomy, of pleasure and welfare, of a healthy lifestyle and a more personalized relationship with nature. It is a behavior marked by terminal values (longevity, quality of life, tranquility and happiness) and by instrumental values (inner harmony and harmony with nature, responsible consumption, living life well, health, saving time and money) which influence the consumption of organic products. An overlaying of individual values over collective ones was also observed, in other words, in these consumers’ values scale, collective interests are the second priority. Evidencing the analytical potential of this theoretical-methodological approach, this work contributes to the development of marketing research in Brazil, particularly regarding the understanding of the consumer behavior of organic foods.