Consumer dietary changes and determining factors in choosing fresh organic foods: an application of the Theory of Planned Behavior
DOI:
https://doi.org/10.18568/ijbmkt.9.2.300Keywords:
Mudanças Alimentares, Alimentos Orgânicos in natura, Teoria do Comportamento PlanejadoAbstract
The present study sought to analyze the influence of consumer dietary changes and consumer behavior of fresh organic foods from the perspective of the Theory of Planned Behavior (TCP). It was observed that the organic market is on the rise in developing countries, such as Brazil. Brazil is the largest organic consumer market in Latin America, where approximately two in ten individuals consider themselves organic consumers, and one in five Brazilians consumes some organic food at least three times a week. In summary, the present study presents important practical and theoretical contributions to the literature in advancing research on consumer dietary changes. In relation to practical contributions, it refers to the in-depth study of the main factors that influence the consumption of organic foods. This subject is still in its infancy in Brazil, in addition, consumers' perception of concern about healthy eating, an attribute linked to the promotion and improvement of health, is positive. With regard to theoretical contributions, it appears that the findings help readers to understand healthy eating habits and consumer dietary changes, also corroborating the expansion of knowledge about fresh organic foods, contributing to studies literature on the Theory of Planned Behavior and advances in research related to organic consumption.
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