DETERMINANTS OF INTENT TO PURCHASE ORGANIC PRODUCTS TO IMPROVE QUALITY OF LIFE

Abstract

Concerns about food quality and safety have grown as cases of disease and food-related scandals increase. To mitigate this problem, organic products have been a solution, as their certification is provided through processes that are less harmful to the environment and consumer health. To understand the main motivations of consumers of organic products, the objective of this study is to demonstrate whether the statistical values of the predictor variables (health concern, signaling trust, and attitude) confirm their purchase intention (dependent variable). To carry out this research, the survey method was used, applying a questionnaire with open and closed questions to 288 respondents, supporting the elaboration of a structural model based on four hypotheses, which were confirmed through statistical calculations. As for the contribution, this work supports the alignment of expectations and preferences of the members of the production chain of organic products.

Keywords

• organic products
• quality of life
• consumer behavior
• sustainable marketing
• survey