Influência das pistas afetivas, de marca e de sustentabilidade na intenção de compra de cafés

Abstract

Influence of affective, brand and sustainability cues on coffee purchase intentionInside the purchase process, consumers can use certain indicators that help them in the categorization and selection of a product or service, such as product clues. There are several cues that communicate different information, such as affective cues (associated with emotions), brand cues (linked to its value) and sustainability cues (such eco-labels). Therefore, understanding which types of cues are most relevant to consumers can be a great tool in developing marketing strategies taken by companies. On that account, the objective of this work was to evaluate the influence of affective, quality and sustainability cues on the purchase intention coffee, the main object chosen for the study, since these cues can be used in communicating with consumers. To this end, the research was divided into two main studies carried out using online surveys. In study I, affective cues were evaluated by the influence of emotions before (Ex-ante) and after (Ex-post) the consumption of the drink on purchase intention, in the context of hedonic and utilitarian consumption motivations, through the test of seven hypothesis by the method of structured questions. For this study, 154 responses were obtained. The results demonstrated that hedonic motivation for coffee consumption is positively related to positive ex-post emotions, as well as purchase intention. Utilitarian motivation, in turn, is related to negative emotions Ex-post. In addition, Ex-ante emotions are positively related to positive Ex-post emotions in coffee consumption. As for study II, we sought to evaluate the relationship between brand and sustainability label in the intention to purchase coffees. Thus, a 2 x 2 experiment was carried out, testing the relationship between two brands (recognized brand -MR -X unrecognized brand -MNR) on purchase intention, moderated by the presence or absence of a eco-label (CS x SS) and mediated by the level of involvement with sustainability, obtaining 199 responses. The results demonstrated a positive effect of the brand (MR) on purchase intention, but also showed the effect of a mediated moderation, which indicates that, at higher levels of involvement with sustainability, the sustainability label had a positive effect on purchase intention. of coffees. Thus, the results of both studies indicate that affective, brand and sustainability cues can be used as marketing strategy. However, the choice of use and communication of each one must be linked to the target audience or types of consumers in question.