Revista de Economia e Sociologia Rural
https://revistasober.org/article/doi/10.1590/1806-9479.2021.238888
Revista de Economia e Sociologia Rural
Artigo Original

Comportamento do consumidor português de vinho biológico

The behavior of the portuguese organic wine consumers

Keylor Villalobos Moya; Maria Raquel Lucas

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Resumo

Embora nos últimos anos o vinho biológico tenha evoluído de forma positiva na produção e no consumo, devido a uma maior preocupação e consciência ambiental e com a saúde, continua a ser uma atividade económica em Portugal com um mercado muito reduzido, em comparação com outros países da União Europeia e com outros produtos biológicos de origem agroalimentar. Daí que o propósito do presente estudo tenha sido o de analisar o comportamento do consumidor em relação ao vinho biológico, testando variáveis como a perceção dos atributos do vinho biológico, o estilo de vida e a consciência com a saúde e a sensibilidade ao preço, para perceber a relação entre a atitude e a intenção de compra, consumo e recomendação de um vinho biológico. A metodologia adotada, de natureza conclusivo-descritiva, com levantamento de dados quantitativos a partir de um questionário online disponível durante três meses (março-maio 2019), permitiu determinar e explicar a importância da perceção dos atributos do vinho biológico, das atitudes e da consciência com a saúde na disposição de compra, consumo e recomendação de um vinho biológico.

Palavras-chave

comportamento do consumidor, fatores influenciadores, perfil do consumidor, vinho biológico

Abstract

Although, in recent years, organic wine has evolved positively in production and consumption due to increased concern and environmental awareness and health, it remains an economic activity in Portugal with a very small market compared to other EU countries and with other organic products of agri-food origin. Hence, the purpose of this study was to analyze consumer behavior in relation to organic wine, testing variables such as the perception of the attributes of organic wine, lifestyle and health awareness and price sensitivity to understand the link between the attitude and the intention to buy, consume and recommend a biological wine. It was adopted the conclusive and descriptive methodology, with survey of quantitative data from an online questionnaire available for three months (March-May 2019), allowed to explain the importance of the perception of the attributes. Of organic wine, attitudes and health awareness in the willingness to buy, consume and recommend an organic wine.

Keywords

consumer behavior, consumers’ profile, influencing factors, organic wine

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Submetido em:
17/10/2019

Aceito em:
19/05/2020

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