Fabio Antonialli, Daniel Leite Mesquita, Gustavo Clemente Valadares, Daniel Carvalho de Rezende and Adelson Francisco de Oliveira
The purpose of this paper is to propose an initial step for understanding the sensory perception and purchase intent of Brazilian olive oil consumers. It also investigates the…
Abstract
Purpose
The purpose of this paper is to propose an initial step for understanding the sensory perception and purchase intent of Brazilian olive oil consumers. It also investigates the sensory perception and purchase intent for a Brazilian-made olive oil.
Design/methodology/approach
The sample, consisting of 115 surveyed consumers, is described demographically. The aspects related to sensory analysis and purchase intent associated with the key attributes indicated by the consumers are then discussed. Finally, consumer segmentation is carried out to characterize the consumers in more detail, in terms of both demographic and predictive variables for olive oil consumption.
Findings
Consumers displayed a sensory perception that is coherent with olive oil characteristics, thus being able to distinguish three different olive oils from a compound oil sample. Regarding purchase intent and preference, consumers showed mixed behaviors, which was not entirely convergent with the identified sensory aspects. Therefore, it was possible to segment them into three distinct groups: utilitarian, naïve, and expert consumers.
Originality/value
Brazil is an emergent olive oil market, which can create both research and business opportunities for the country. This preliminary study contributes to the advancement of this research subject in the non-traditional markets for olive oil.
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Álvaro Leonel de Oliveira Castro, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende and Márcio Lopes Pimenta
The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the…
Abstract
Purpose
The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the means-end chain theory.
Design/methodology/approach
In this qualitative descriptive study, 40 in-depth laddering interviews were conducted in the state of Minas Gerais, Brazil, which were transcribed and codified from the attributes, consequences, and values that emerged in the discourse of the wine consumers. The codes were subsequently graded – in accordance with the level of abstraction – and inserted into the LadderUx® software to generate the implication matrix and the hierarchical value map. The interpretation of the cognitive structure of the wine consumers occurred descriptively.
Findings
Common aspects regarding knowledge of the product linked to the ritual of wine consumption were identified among consumers. The psychological factors basically describe the social aspects that are pertinent to the drink’s consumption and to aspects focused on the personal training that leads to consumption satisfaction. Both converge in the search for more knowledge about the world of wine. From this cognitive basis, the existence of the instrumental values of hedonism, benevolence/care, stimulation and achievement could be seen, as well as the terminal values of joy and happiness.
Originality/value
This study presents the cognitive structure of the Brazilian consumers of wine. This result allows some insights in an initial perspective for the development of strategies, based on the factors that motivate the purchase of the drink, thus attracting new consumers to this emerging market.
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Rita de Cássia Leal Campos, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende and Delane Botelho
This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements…
Abstract
Purpose
This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety.
Design/methodology/approach
This is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision.
Findings
Consumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety.
Research limitations/implications
It is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements.
Practical implications
This study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices.
Originality/value
The research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.
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Alessandro Silva de Oliveira, Gustavo Quiroga Souki, Dirceu da Silva, Daniel Carvalho de Rezende and Georgiana Luna Batinga
Companies' relationship with their customers through e-commerce platforms has increased considerably in the past few years, bringing new challenges concerning service guarantees…
Abstract
Purpose
Companies' relationship with their customers through e-commerce platforms has increased considerably in the past few years, bringing new challenges concerning service guarantees (SG). This study aims to propose a framework of the relations between customers' expectations on SG, their negative experiences and their attitudes and behavioural intentions towards an e-commerce platform.
Design/methodology/approach
The research had a qualitative and descriptive approach. Testimonials from clients of an online e-commerce platform were obtained through interviews via videoconference and non-participant observation on a complaints website in Brazil. The testimonies were analysed through content analysis.
Findings
The customer expectations regarding the SG offered by the e-commerce platform are congruent with the five categories of the theory that support this research. Customer testimonials on the complaints site show that their negative experiences with the e-commerce platform generated negative emotional, cognitive and behavioural responses towards the company. A framework was proposed, including customers' expectations regarding SG, their negative experiences and their repercussions on clients' attitudes and behavioural intentions.
Originality/value
This article is the only that contemplates customers' expectations about SG in an e-commerce platform, relating them to attitudes and behavioural intentions. Thus, its framework demonstrates the relationships between customer expectations about SGs, their negative experiences and attitudinal and behavioural repercussions. This article brings academic and managerial contributions for companies and managers of e-commerce platforms. It contributes to clients and consumer protection associations by revealing problems they face with SG on e-commerce platforms. This research can be used by those responsible for elaborating laws and public policies to regulate and inspect the relationships between e-commerce platforms and their customers.
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Daniel Carvalho de Rezende and Matheus Alberto Rodrigues Silva
The purpose of this paper is to describe generic eating out experiences that can be provided by commercial eating out establishments, presenting a typology of experience…
Abstract
Purpose
The purpose of this paper is to describe generic eating out experiences that can be provided by commercial eating out establishments, presenting a typology of experience providers.
Design/methodology/approach
The research carried out sought to make an understanding of the experiential environments in which eating-out is performed, as well as the experiences that it seeks to produce, and was conducted from a market-orientated ethnography in selected markets from the UK and Brazil.
Findings
Six ideal models of service providers, according to the main characteristics of the stimulus provided by the service encounter, were identified: authentic, relaxed, “all you can eat”, “as home”, efficient and distinction environment. The diversity of food service environments is somehow an answer to the diversity of customers and expectations regarding eating-out. The access of different social classes to eating-out opens the space for more variety, and the creativity that food service managers have on building an appropriate set of stimulus, is a distinctive skill.
Research limitations/implications
The restaurant side of experience encounters was the focus of analysis, but for a deeper understanding of experiential consumption on eating out these results must be confronted to consumer research based on psychophysical methods to assess consumer responses to eating out.
Originality/value
Theoretical implications of this paper rely on the understanding that there are distinct forms of service encounters, providing an alternative view of servicescapes that allows a better understanding of business strategies and host-guest relationships on food service.
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Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in…
Abstract
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.
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Juliana Costa Liboredo, Cláudia Antônia Alcântara Amaral and Natália Caldeira Carvalho
This study aims to assess Brazilian adult consumers’ behavior, aged 18–70, when purchasing ready-to-eat food during the first months of the Coronavirus disease 2019 (COVID-19…
Abstract
Purpose
This study aims to assess Brazilian adult consumers’ behavior, aged 18–70, when purchasing ready-to-eat food during the first months of the Coronavirus disease 2019 (COVID-19) pandemic.
Design/methodology/approach
Participants answered an online questionnaire about behaviors related to the purchase of ready-to-eat food from food services: changes in usage frequency during the pandemic, reasons for altering purchase habits, types of food and beverages bought before and during the pandemic and the frequency of on-site (consumption in food services) and off-site (delivery, take-away and drive-through) service utilization at lunch and dinner.
Findings
Out of 970 individuals who participated in the study, during the pandemic, 38% of participants reduced their food service usage, whereas 18% stopped using it. The main reasons given by participants who reduced and stopped food service usage were cooking at home (52% and 59%, respectively) and feeling afraid of contracting COVID-19 (26% and 22%, respectively). The reduction was more frequent among divorced/widowed/single individuals (p = 0.001) and in total social distancing, that is, all day long (p = 0.03). A significant reduction in on-site consumption frequency occurred for lunch and dinner (p < 0.001), whereas an increase in the off-site consumption frequency service for lunch (p = 0.016) and a reduction for dinner (p = 0.01) occurred compared to pre-COVID-19. However, 48% of participants used these services at least once a week in both periods. Most consumed foods and drinks before and during the pandemic were pasta/pizza (74% and 64%, respectively), snack/burgers (66% and 59%, respectively), soft drinks (41% and 37%, respectively) and alcoholic beverages (37% and 25%, respectively).
Originality/value
Knowledge about food choices away from home during the pandemic is scarce. High consumption of food away from home has been associated with a greater risk of developing chronic non-communicable diseases, such as obesity, diabetes and others. Eating behavior is influenced by the cultural, social, economic and personal characteristics of each individual. Understanding the main changes related to the consumption of ready-to-eat food and what the affected consumers profile in a time of unprecedented crisis, it is important to provide scientific knowledge that allows one to anticipate the implications for the future of individuals’ health and food systems and, consequently, to develop public policy or awareness and promotion actions of public health that encourage adopting healthier and balanced eating habits.
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Sonia Tucunduva Philippi and Ana Carolina Barco Leme
– This paper aims to evaluate the effects of a school-based obesity prevention program targeting Brazilian adolescent girls on dietary intake and meal frequency.
Abstract
Purpose
This paper aims to evaluate the effects of a school-based obesity prevention program targeting Brazilian adolescent girls on dietary intake and meal frequency.
Design/methodology/approach
It was a six-month school-based group randomized controlled trial with female adolescents. The intervention was based on the Social Cognitive Theory and focused on ten nutrition and physical activity key messages. Diet intake was measured using a validated food frequency questionnaire, and the food items were aggregate into the eight food groups of the Brazilian Food Guide Pyramid. The meals frequency assessed were breakfast, lunch, dinner and snack-in-between-meals, the frequency ranged from never to everyday. Linear mixed models were used to examine the dietary effects and chi-squared test to identify proportional differences among groups in meal frequency. All analyses followed intention-to-treat principles and alpha levels of p ≤ 0.05 were set.
Findings
After six months from baseline, changes in the fruits (mean [SE] 12.48 kcal [7.86], p = 0.005), vegetables (8.80 kcal [7.11], p = 0.006) and sugar (−55.98 kcal [50.70], p = 0.036) groups were demonstrated. Proportional difference was shown for snack-in-between-meals (p = 0.001), and the frequency most cited was for “five to six days” per week.
Originality/value
The “Healthy Habits, Healthy Girls-Brazil” showed promise in the adolescents’ dietary intake and could be used as framework for future interventions. Also, the methods used for dietary intake can be enhanced and implemented for future studies.