Antecedentes e consequentes do engajamento do consumidor de alimentos orgânicos

Abstract

Consumer engagement has emerged as the main customer management movement today, with a proposal to evolve the concept of relationship marketing. In this sense, research aims to distinguish consumer attitudes and behaviors that characterize engagement, its determinants and its nomological network. The objective of this study was to propose and test a theoretical model that verifies the relationships between the antecedent constructs of consumer engagement and its consequences for the consumption of organic foods. The constructs healthy consumption, perception of low price level, price fairness and trust were listed as antecedents of engagement. As consequences, the repurchase intention and positive word-of-mouth constructs comprised the hypothesis model tested. The organic food consumption scenario was chosen due to its economic relevance, growth potential and adherence to the proposed model. The research method, of a quantitative-descriptive nature, was developed with the application of a cross-sectional survey to a final sample of 315 organic food consumers, development of the SEM and analysis using the AMOS(TM)20 software. The results point to healthy consumption and trust as antecedents of consumer engagement and repurchase intention and positive word of mouth as its consequences. This result contributes to the scope of research that aims to advance its conceptualization, considering the unidimensional approach to the concept adopted. The perception of a low price level and price fairness did not demonstrate effects on engagement, results that contribute to the advancement of studies on organic food pricing and its effects on consumer purchasing behavior. In addition to the theoretical contributions, this study helps to understand the purchasing behavior of organic food consumers, who are seeking health, well-being and quality of life through food and directs strategies to publicize and encourage the consumption of these products as a growth tool. market, health promotion and environmental preservation. [resumo fornecido pelo autor]