PurposeIt was aimed to propose and test a theoretical model to evaluate how some dimensions of environmental awareness influence the intention of consuming organic products using gender as a control variable.Design/methodology/approachThe research was developed through quantitative methodology with the use of multivariate data analysis (PLS-SEM). The model uses a second-order construct. Although, it was conducted in a nonprobabilistic way using a convenience sample, with 213 university students.FindingsIt was confirmed the relation between the environmental awareness dimensions' influence and the intention to buy organic products that is also influenced according to the consumers' gender. There is a more positive effect and intensity in the organics' purchase by women.Research limitations/implicationsThe nonprobabilistic nature in addition to the use of the convenience sample, factors that do not allow the generalization of the results, are some limitations. Moreover, the dimensions of environmental awareness proposed do not include all of the motivators about the organic consumption.Practical implicationsThe results identified the factors that motivate the intention to consume organic products in Brazilian context and can contribute to managerial strategies formulation in order to increase the value perceived by the customer in relation to the consumption of these products.Originality/valueThis paper presents a deeper understanding about the dynamics between the factors that can guide the choice for organic products, besides providing a greater theoretical and empirical support tested by the use of a second-order construct.
O cenário de pandemia provocado pela Covid-19 gerou impactos negativos em diversos países, sendo um dos maiores desastres dos últimos anos, não estando apenas relacionado com os sistemas de saúde, mas também com a economia. Com isso, as empresas brasileiras foram negativamente atingidas, principalmente as micro e pequenas que possuem grande representatividade no PIB do país e não possuem, em sua maioria, modelos de gestão e programas de gerenciamento de crises estruturados. Diante deste contexto, o presente ensaio teve como objetivo promover uma discussão sobre como os modelos de gestão melhor estruturados influenciam a passagem e a sobrevivência dessa categoria de empresas em momentos de crise e, assim, discorrer sobre a forma em que micros e pequenos empreendimentos poderiam reagir diante da crise provocada pelo Coronavírus. Após um processo composto por buscas de respaldos teóricos já consolidados, reflexões promoveram evidências de que uma possível “saída” para os micros e pequenos empreendimentos é a flexibilização nas tomadas de decisão, as quais deveriam focalizar na compreensão das necessidades dos clientes e em uma maior adesão à tecnologia. ABSTRACTThe pandemic scenario caused by Covid-19 has generated negative impacts in several countries, being one of the biggest disasters in recent years, not only related to health systems, but also to the economy. As a result, Brazilian companies were negatively affected, especially micro and small companies that have a large share of the country's GDP and do not have, usually, structured management models and crisis management programs. In this context, the present essay aimed to promote a discussion on how best structured management models influence the transition and survival of this company’s category in crisis times and, thus, discuss the way in which micro and small enterprises could react to the crisis caused by Coronavirus. After a process composed of searches for consolidated theoretical support, reflections promoted evidence that a possible “way out” for micro and small enterprises is flexibility in their decision making, which should focus on understanding the customers’ needs and on a greater adherence to technology.
The objective of this study was to evaluate how some environmental awareness dimensions influence consumer engagement and, consequently, the intention of consuming organic products. The methodology used was quantitative and the data were analyzed by structural equation modeling. The results obtained from a sample made up of 213 university students confirmed three hypotheses raised for research: the precautions taken in the domestic environment and mobilizing attitudes towards environmental positively influence more engaged consumption, and an engaged consumer has a greater intention of consuming organic products. Thus, the present study provides relevant information on the behavior of individuals in this market.
Este estudo objetivou avaliar o desempenho das empresas que realizam o serviço de Assistência Técnica e Extensão Rural (ATER) no Projeto Bahia Produtiva, no Estado da Bahia, por meio da metodologia da Análise Envoltória de Dados (DEA). 24 empresas que oferecem o serviço de ATER foram avaliadas; destas, seis (n=6) apresentaram nível máximo de eficiência e cinco (n=5) foram classificadas como ineficientes. As empresas restantes (n=11) devem ter um melhor desempenho para aumentar sua eficiência. Em geral, este estudo revela quais os prestadores dos serviços de ATER ficam aquém do desejável em termos de eficiência na utilização dos recursos transferidos permitindo, consequentemente, que as próprias empresas prestadoras do serviço, órgãos financiadores e o governo do Estado possam tomar decisões baseadas nestes achados..Palavras-chaveAssistência Técnica. Extensão Rural. Agricultura Familiar. Avaliação de Eficiência. Análise Envoltória de Dados. AbstractThis study aimed to evaluate the performance of the agencies that conducted Technical Assistance and Rural Extension (TARE) services in the Bahia Produtiva Project, by means of Data Envelopment Analysis (DEA) methodology, in the State of Bahia, Northeast region of Brazil. Twenty-four (n=24) companies that offered TARE services were analyzed, and among these, eight (n=8) reached a maximum efficiency level and five (n=5) were classified as inefficient. The remaining companies (n=11) should present better performance in order to increase their efficiency level. In conclusion, this study reveals which TARE service providers demonstrated inadequacy in terms of what is desirable for efficiency in the use of transferred resources, and thus allowing the service providers themselves, financing agencies and the state government to make decisions based on these findings. KeywordsTechnical Assistance. Rural Extension. Family Farming. Efficiency Evaluation. Data Envoltment Analysis.
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PurposeThis research aimed to analyse the antecedents of green food purchasing behaviour amongst Generation Y consumers in a developing country. More specifically, the authors investigated the influence of attitudes towards organic food, subjective norms, perceived behaviour control, environmental knowledge, health awareness and organic food knowledge on the purchase intention of organic food and, consequently, organic food purchase behaviour.Design/methodology/approachA multi-method approach combined symmetric techniques with partial least squares structural equation modelling (PLS-SEM) and asymmetric techniques with fuzzy-set qualitative comparative analysis (fsQCA). The primary data sample was collected by a specialist company and included 500 Generation Y consumers from South Africa.FindingsPLS-SEM results confirmed the positive influence of all antecedents, confirming the hypotheses. The authors also identified a multiple full mediation of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention. The fsQCA results indicated six different sufficient configurations for a high level of purchase intention, indicating that only some of the constructs are essential to stimulate the intention.Originality/valueThe originality of the research lies in presenting a new perspective on the sustainable consumption behaviour of Generation Y in a developing country, with a combination of techniques that provide greater robustness to the results. Specifically, the authors contribute to the debate on consumer behaviour and sustainability issues by understanding the dynamics between the factors that drive the purchase behaviour of green products. The article also contributes empirical results that help achieve Sustainable Development Goals (SDGs).
A inserção do setor agrícola na agenda do desenvolvimento sustentável tem aumentado com a intenção de combinar desenvolvimento socioeconômico rural com preservação do meio ambiente. Neste cenário, o serviço de ATER tem se pautado em metas para incrementar a qualidade de vida das famílias rurais com vistas a oferecer aquisição de habilidade, promoção na mudança de comportamento e transformação no meio de vida no curto, médio e longo prazo. Ao enquadrar o beneficiário do serviço como ‘consumidor’ e a ATER como ‘produto’ pode-se fazer um estudo sob a ótica do marketing do consumidor. Assim, esta pesquisa objetivou analisar em qual medida as características dos produtores da agricultura familiar influenciam na percepção do serviço de ATER em três quesitos: aquisições de habilidades, mudanças de comportamento e transformação do meio de vida, através da segmentação destes quanto à faixa etária, gênero, escolaridade, atividade principal e o fato do produtor participar de organização social. Para tanto, analisou-se 457 observações de um estudo realizado com agricultores familiares brasileiros. A análise empírica foi desenvolvida por meio da técnica da Modelagem de Equações Estruturais. Os resultados indicaram que segmentações por faixa etária, escolaridade e atividade principal não têm influências significativas na percepção do serviço nos três atributos designados. O gênero e a participação em organização social influencia, em parte, na percepção dos quesitos ‘aquisição de habilidades’, ‘mudança de comportamento’ e ‘transformação do meio de vida’. De maneira geral identificou-se que, de forma não proposital, o oferecimento do serviço de ATER no Brasil encontra-se já segmentado. ABSTRACT The insertion of the agricultural sector in the sustainable development agenda has increased, intending to combine rural socioeconomic development with environmental preservation. In this scenario, the Technical Assistance and Rural Extension (TARE) service has been targeting goals to increase the rural families’ farmer’s life quality with an objective to offer skills acquisition, promote behavior change and transform the way of life in the short, medium and long term. By framing the beneficiary of the service as a 'consumer' and the TARE as a 'product', a study can be carried out from the ’consumer marketing’ perspective. Thus, this study aimed to analyze to what extent the characteristics of family farming producers influence the perception of the TARE service in three categories: skills acquisition, behavior changes and livelihood transformation, through their segmentation according to age, gender, education, main activity and the fact if the producer participates in social organization. Therefore, 457 observations of a survey carried out with Brazilian family farmers were analyzed. The empirical analysis was developed using the Structural Equation Modeling technique. The results indicated that segmentations by age, education and main activity do not have significant influences on the perception of the service in the three designated attributes. Gender and participation in social organization partly influence the perception of the items 'acquisition of skills, 'behavior change' and 'transformation of livelihood'. In general, it was identified that, unintentionally, the provision of the TARE service in Brazil is already segmented.
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