PurposeThe consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.Design/methodology/approachA survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.FindingsThe results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.Originality/valueThe identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.

Purpose The consumption of organic food increases worldwide, which raises the need for studies that try to understand the variables that affect the consumption of this kind of food. The purpose of this paper is to analyze the influence of attributes, consumer trust and perceived value on purchase intention of organic food. Design/methodology/approach A descriptive quantitative research was conducted through a survey of 247 valid cases of organic food consumers. For the purposes of analysis, exploratory factorial and linear regression analyzes were chosen. Findings Exploratory factor analysis showed that all tested constructs were valid for the Brazilian context. Linear regression analyses showed that emotional value, consumer trust and the attribute “sensory appeal” affect the purchase intention of organic food. Emotional value had a stronger relationship and sensory appeal showed a negative relationship with purchase intention. Practical implications Research results can help managers increase the likelihood of buying organic foods through strategic marketing management focused on emotional value and sensory appeal factors. Originality/value The study offers value to the study of organic foods in view that this theme is not much explored in the Brazilian scenario even with the market in an increasing pattern, as well as the combination of perceived value, attributes, trust and purchase intention as variables in a single prediction model.

Sustainability is no longer a theme connected only with environment preservation and nowadays assumes a strategic role within organizations, due to the opportunity for market differentiation and positive impact on society and the environment with its product offerings and/or services. The concept of sustainability has evolved since 1968 in its first formal discussion at the Club of Rome, and its relationship with product innovation is becoming ever closer. Given this context, the present study sought to investigate how the evolution of sustainability strategies is reflected in innovations and product development at consumer goods companies. For this purpose, the literature review raised topics on product portfolio management, new product development and sustainable products. Multiple case studies were conducted with semi-structured interviews with marketing and sustainability leaders from five consumer goods multinationals. The main findings suggest that there is an evolution in sustainable product development that is non-linear but rather fragmented throughout more primary phases contemplating ad hoc changes to more advanced stages of sustainable product development that envision a positive impact on the environment, society and incorporation into culture. Additionally, in order to have more advanced stages of product sustainability, companies apply internal development strategies, acquisitions and external consultancy to leverage the sustainability of their products, sometimes having barriers such as their sustainability overview, internal dynamics and consumer perception hindering such evolution. Finally, the main findings were discussed according to the literature, proposing managerial contributions to the portfolio strategy of consumer goods companies, as well as theoretical contributions to the development of sustainable products, and suggest further research to deep dive aspects discussed on this study.