ID: 60888
Authors:
Thel Augusto Monteiro, Antonio Carlos Giuliani, Hygino Canhadas Belli, Suéllen Danúbia.
Source:
Revista de Administração, Contabilidade e Economia da FUNDACE, v. 11, n. 3, p. 120-140, September-December, 2020. 21 page(s).
Keyword:
consumer behavior , Discourse analysis , healthy foods
Document type: Article (Portuguese)
Show Abstract
Objective: To identify the values of green consumers that are associated with the discourse of companies that market healthy foods. Method: Qualitative in nature through the application of the Scale of Values of Green Consumers (Haws, Winterich, and Naylor 2010). Statistical analysis was performed using SPSS software, and two analysis techniques were chosen: Simple Matching Analysis and Homogeneity Analysis. Originality / Relevance: This research seeks to deepen the understanding of these complex markets and the behavior of their consumers, encouraging dialogues across national and international disciplinary boundaries. Results: The discourse of healthy food companies is not aligned with the demand of their target audience, and it was found the incompatibility between the discourse of these companies and the variables habit of consumption, identity, decision, and willingness to change, which made it possible to state that studies on the relationship between the discourse of healthy food companies and their respective target audience should be stimulated and developed according to their consumption profile. Theoretical / methodological contributions: This research contributes with the state of the art on the studies of the consumer behavior and the analysis of the discourse when presenting the concepts of advertisements with sustainable speeches as well as the resources used in these advertisements. Social / management contributions: The research directs the feasibility study to develop a discourse that can deliver products according to the values of its target audience, and which consist of a dimension that merits further consideration when considering existing budgetary and fiscal constraints in the economic and social context.