Influência das Variáveis Consciência Ambiental, Atitude e Percepção da Marca na Intenção de Compra de Alimentos Orgânicos por Estudantes Universitários
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2026v16n1.73133Palavras-chave:
Alimentos orgânicos., Consciência ambiental., Estudantes universitários., Intenção de compra.Resumo
Objetivo: Analisar como a relação das variáveis consciência ambiental, atitude e percepção da marca influencia a intenção de compra de alimentos orgânicos por estudantes universitários. Metodologia: Realizou-se uma pesquisa de natureza quantitativa e caráter descritivo, por meio de uma amostragem não probabilística de corte transversal único. Os dados foram coletados através de um questionário online tipo survey aplicado a uma amostra de 116 respondentes, e analisados utilizando modelagem de equações estruturais. Principais resultados: Os resultados indicaram que tanto a consciência ambiental quanto a atitude exercem um impacto positivo na intenção de compra, corroborando a ideia de que estudantes com maior consciência ambiental e atitudes positivas são mais inclinados a adquirir alimentos orgânicos. Contribuições acadêmicas: O estudo contribui para o entendimento dos fatores determinantes da intenção de compra de alimentos orgânicos, investigando a relação entre consciência ambiental, atitude e percepção da marca. Contribuições práticas: Fornecem insights para as empresas na elaboração de estratégias que impulsionem o consumo de alimentos orgânicos.
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