ATRIBUTOS RELEVANTES PARA O CONSUMO DE CARNE CARBONO NEUTRO: RELAÇÃO ENTRE CONSUMIDORES, ASPECTOS INTRÍNSECOS E EXTRÍNSECOS

Abstract

Consumers are increasingly demanding. The awareness of a balance between consumption and sustainability is often in the reality of the market. Thus, intrinsic (odor, smell, succulence) and extrinsic (brand, price, packaging) attributes are decisive for purchase intention. In this sense, the objective of this study was to analyze the determinant attributes for the intention to consume CCN. To achieve the general objective, it is intended to divide it into specific ones, namely: a) measure the relationship between the intrinsic/extrinsic attributes of the product on the intention to consume CCN; b) evaluate the relationship between the intrinsic/extrinsic attributes of the product on the willingness to pay more for CCN; and c) verify the effect of environmental awareness on the perception of CCN. The research was carried out with 1000 consumers from all over the national territory. A survey for data collection was developed and operated. The modeling was done using structural equations, with the convergent validity of the model through the analysis of the Extracted Variance - AVE, Composite Reliability and Cronbach's Alpha. Among the results found in this research, it is possible to affirm the influence that the intrinsic and extrinsic attributes have on consumerist behavior. As well, such attributes are capable of influencing the willingness to pay more for CCN, since this product offers food security, through certification, in addition, it reinforces the aspect of sustainability, which collaborates in consumerist behavior, even more, if the consumer is already engaged on the topic. The importance of sustainable consumption, as well as consumer awareness, which is increasingly demanding and informed. Accordingly, offering a qualified, certified product that offers food safety, such as CCN, is relevant. In the hypotheses analyzed, H1a, H2b, H3a, H3b, H4a and H4b were considered accepted. It is concluded that the main theoretical contribution of this study is centered on the proposed original Theoretical Model, either through the set of constructed constructs, or through the intrinsic relationships of the model.