Consciência ambiental, consumo saudável, atitude do consumidor e normas subjetivas como determinantes da intenção de recompra de alimentos orgânicos

Abstract

The present study aimed to test a theoretical model that contemplates environmental awareness, healthy consumption, consumer attitude and subjective norms as determinants of the repurchase intention to buy organic foods. The applied method to this paper is a quantitative approach with a descriptive objective that was implemented through a survey, which had in its sample 241 valid questionnaires of consumers that have access to the consumption of organic foods, living in Serra Gaucha, interviewed from a convenience nonprobabilistic sample. The analysis of the data happened through multivariate statistics through the Structural Equations of Modeling (SEM) that allowed to better delimit the research, as well as to measure the relations between the factors through the test of the suggested hypotheses. The main contributions are evidence that environmental awareness positively and significantly influences healthy consumption; that environmental awareness positively and significantly influences consumer attitudes; that healthy consumption positively and significantly influences consumer attitudes; that the attitude influences positively and significantly the intention to repurchase; and that subjective norms positively an significantly influence the intention to repurchase in the context of organic food consumption. The results show a coefficient of determination of 85.4% of the proposed constructs that lead to the repurchase intention, making possible relevant contributions from the proposed theoretical model.