Relação entre hábitos de consumo e respostas emocionais dos consumidores de carne bovina

Abstract

This work aimed to investigate the relationship between the context of consumption and the emotional responses of beef consumers. To this end, it was necessary to: characterize beef consumers; verify the set of emotions that are most related to the consumption of beef; analyze the effect of contextual factors, such as occasion and frequency of consumption, on the emotions evoked. Beef is a typical Brazilian food, ranking among the six most consumed foods. From north to south, beef makes up several typical dishes across the country. The theoretical contribution of this thesis is to enable advancement in research on consumer behavior in relation to emotional response to determine the role of consumption occasions in the emotions experienced during the experience with the product. The initial phase of this research occurred through the collection of primary data, of a descriptive nature. Online form was applied with 383 valid responses were collected. The second stage was exploratory in nature, with the aim of explaining the relationship between the study variables, using binary logistic regression and t-test. The results provide new insights into how emotions relate to occasions and habits of beef consumption, demonstrating that positive emotions prevail over those with a neutral and negative valence. Satiated, happy, nostalgic, calm, guilty and disgusted are the emotions that contributed most to the logistical models, explaining how they influence the different occasions on which meat is, or is not, consumed.