Competitividade no setor vitivinícola:a influência do conhecimento, da preocupação ambiental, das normas subjetivas, do valor percebido e da sensibilidade ao preço na intenção de compra de vinhos orgânicos

Abstract

Forecasts indicate that population growth, climate change, and resource scarcity, as well as food, may intensify in the coming decades, threatening the living conditions of present and future generations. Because of this, organic crops represent an alternative to reduce the negative effects of modern intensive agriculture. In addition, new consumption habits emerged, which prioritize the preservation of natural resources, improving the quality of life and health of individuals. In this sense, developing organic wines is a possible competitive advantage for wineries in front of the competitive Brazilian wine market. Thus, it is relevant to know the factors that influence the consumption of organic wines, since they can impact the entire wine production chain by maximizing profits. From this, the present study aimed to analyze the influence of the construct?s knowledge, environmental concern, subjective norms, perceived value, and price sensitivity on the intention to purchase organic wines from potential consumers. To achieve this objective, initially, a literature review was carried out on the constructs addressed, proposing a theoretical model to be tested and validated. Subsequently, data were collected through a cross-sectional survey, in which a sample of 246 respondents was obtained, who had or had not consumed organic wines before, and who lived in Brazil. Data were statistically analyzed using multivariate analysis techniques, specifically, the Structural Equation Modeling technique. The main results point to a direct and positive impact of environmental concern, subjective norms, and perceived value on the purchase intention of organic wines. In addition, environmental concern also positively affects the perceived value of this type of product. However, it was evident that knowledge does not positively impact perceived value, since most respondents had not had contact with organic wines, and therefore had little knowledge about this beverage. It is also relevant to mention the non-confirmation of the negative influence of high price sensitivity on the purchase intention, considering that most respondents have high purchasing power and are willing to pay premium prices for these wines. These findings imply a better understanding of the factors that precede the intention to purchase organic wines, as well as possible marketing strategies that can make wineries more competitive. [resumo fornecido pelo autor]