Consumers of organic food and sustainable development in Brazil
| Published date | 24 January 2014 |
| DOI | https://doi.org/10.1108/WJEMSD-08-2013-0045 |
| Date | 24 January 2014 |
| Pages | 77-86 |
| Author | Danilo de Oliveira Sampaio,Marlusa Gosling |
| Subject Matter | Strategy,Business ethics,Sustainability |
Consumers of organic food and
sustainable development in Brazil
Danilo de Oliveira Sampaio
Faculty of Administration (CAD), Federal University of Juiz de Fora,
Minas Gerais, Brazil, and
Marlusa Gosling
Centre for Graduate and Research Administrations (CEPEAD),
Faculty of Economic Sciences, Federal University of Minas Gervais (UFMG),
Mias Gerais, Brazil
Abstract
Purpose – The purpose of this paper is to investigate the reasons why the Brazilian consumer
of organic foods chooses this type of food in the retail sector, considering sustainable development.
Design/methodology/approach – This was a descriptive study including an exploratory phase.
Regarding the methods of research, two focus groups (FGs) were developed in the qualitative phase,
and then structural equation modelling was used by means of a cross-sectional survey in a quantitative
design. The sample was non-probabilistic, intentionally non-random, for convenience and accessibility
(n¼560). Organic food consumers were addressed in different types of food retail: supermarkets,
restaurantsand specialised retailers.
Findings – Only one of 12 hypotheses was not confirmed. The FGs provided imp ortant information
for the development of the questionnaire used in the survey. The endogenous construct, intent to
purchase, showed a correlation coefficient of 41 per cent (R
2
¼41 per cent), indicating that 41 per cent
of their variations are explained by the exogenous constructs. It can be considered that one of the
academic contributions of this research was to develop a model that will drive how the purchasing
behaviour/consumption of organic food in Brazil occurs.
Practical implications – Considering the results of the variables of this research, retailers can create
advertising campaigns that have an appreciation fo r the environment and quality of product and
availability (logistics) in relation to organic food as the message content, because these variables can
motivate the purchase. It is also suggested that the layout of the sales area in the retail premises
highlights the organic food on the shelves, and the retailer’s job could define the associations to the
brands of organic foods, focusing on health and well-being.
Originality/value – As in Brazil there is little information on the behaviour of organic food
consumers, the creation of a new model will assist entrepreneurs in their strategies and highlights
a type of food that meets the principles of sustainability.
Keywords Consumer behaviour, Brazil, Sustainable development, Retail, Organic food, Healthcare
Paper type Research p aper
1. Introduction
In many countries, there seems to be agreement on the need for sustainable development
thinking. Even though some countries are still reluctant, at least, several meetings
between headsof state, authorities,researchers and society alreadyshow that concern for
sustainable development is a priority.
By understanding that organic food is considered a product that complies with the
principles of sustainability and economic and social development, the objective of this
research was to investigate the reasons why the Brazilian consumer of organic foods to
choose this type of food, considering sustainable development. According to the International
Federation of Organic Agriculture Movements (IFOAM, 2013), 80 per cent of farms that
grow organic agriculture (1.8 million properties) are in developing countries and the global
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/2042-5961.htm
Received 3 August 2013
Revised 3 August 2013
Accepted 4 August 2013
World Journal of Entrepreneurship,
Management and Sustainable
Development
Vol.10 No. 1, 2014
pp. 77-86
rEmeraldGroup Publishing Limited
2042-5961
DOI 10.1108/W JEMSD-08-2013- 0045
77
Organic food and
sustainable
development
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