La Relación entre Preocupación Ambiental y Disposición en Pagar un Precio Premium en la Intención de Compra de Alimentos Orgánicos Industrializados
DOI:
https://doi.org/10.5020/2318-0722.2023.29.e13495Palabras clave:
intención de compra, productos orgánicos industrializados, precio premium, preocupación ambientalResumen
Este estudio busca identificar la relación entre preocupación ambiental y disposición en pagar más caro sobre la intención de compra de alimentos orgánicos industrializados en los consumidores brasileños. Esta investigación es basada en un enfoque cuantitativo con finalidades descriptivas. Los datos fueron obtenidos a partir de un cuestionario en línea con preguntas cerradas del tipo Survey, con una muestra de 210 respondientes. Los resultados enseñaron que la disposición para pagar un precio Premium y la preocupación ambiental tiene impacto directo y positivo en la intención de compra de alimentos orgánicos industrializados. Además, la preocupación ambiental tiene impacto positivo y directo en la disposición en pagar un precio Premium. Podemos concluir que el precio es un criterio importante a la hora de elegir un producto, sin embargo, los consumidores asocian alimentos orgánicos, aunque industrializados, a la salud y a impactos ambientales menores. Luego, el alto precio no es un impedimento para la compra de estos productos.
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