Valor percebido, consciência ambiental e a intenção de compra de carne com selo Carne Carbono Neutro (CCN)

Abstract

Gradually, consumers have shown interest in sustainable products, especially meat consumers. However, there is a gap in the understanding of the perceived value by the customer. For this reason, this study aims to analyze the impact of perceived value on the purchase intention of Carbon Neutral Beef (CCN), and how environmental awareness influences this relationship. For this purpose, an empirical research of quantitative process, based on a survey with beef consumers responsible for the purchase in their homes, was carried out. A sample of 256 consumers answered the questionnaire based on the Perval scale. For data analysis, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) techniques were used. Four AFC models were estimated. The SEM model related the constructs. The results showed that the perceived value positively and significantly impacts the purchase intention of meat with the CCN seal and that environmental awareness positively influences this relationship, but the relationship is low.