A INFLUÊNCIA DOS CONSUMIDORES DE QUEIJOS ARTESANAIS NA INTENÇÃO DE COMPRA
Resumen
Consumidores possuem cada vez mais interesse em consumir alimentos locais como os queijos artesanais. Contudo há uma carência de estudos empíricos que abordem as percepções dos consumidores de alimentos locais, sobretudo considerando a percepção de risco e a influência de agrupamentos de consumidores na intenção de compra. O objetivo deste artigo é identificar segmentos de mercado na compra de queijos artesanais e sua influência na percepção de risco e intenção de compra. Os consumidores escolhidos para participar da pesquisa foram os dos queijos cabacinha e canastra, e que residem ou possuem vínculo com a região. A coleta de dados ocorreu por meio de questionário impresso, resultando em 343 questionários validados. Os consumidores foram caracterizados em clusters pelo método TwoStep, e a influência dos agrupamentos formados na intenção de compra foi constatada pela aplicação do teste de Kruskal-Wallis. Consumidores de queijo com alto nível de escolaridade que dão importância ao selo de certificação, embora tenham alta percepção de risco, tem maior intenção de compra do que consumidores com baixo nível de escolaridade que não se importam com o selo e têm baixa percepção de risco. Além da contribuição da literatura, esta pesquisa apresentou informações relevantes para os produtores de queijos artesanais ao apresentar um perfil dos consumidores destes produtos e assim fornecer subsídios para fomentar o empreendedorismo rural.
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BARRIONUEVO, C. A.; BERNAT, E. E.; VELARDE, I. J. We recovered food heritage, and then? Value enhancement and promotion of local agri-food products in Argentina and Spain. British Food Journal, v. 121, n. 12, p. 3168–3180, 2019. DOI: 10.1108/BFJ-10-2018-0711.
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CHEN, M. F. Modeling an extended theory of planned behavior model to predict intention to take precautions to avoid consuming food with additives. Food Quality and Preference, v. 58, p. 24–33, 2017. DOI: 10.1016/j.foodqual.2017.01.002.
CHOI, J.; LEE, A.; OK, C. The Effects of Consumers’ Perceived Risk and Benefit on Attitude and Behavioral Intention: A Study of Street Food. Journal of Travel and Tourism Marketing, v. 30, n. 3, p. 222–237, 2013. DOI: 10.1080/10548408.2013.774916.
CRUZ, F. T. da; MENASCHE, R. Tradition and diversity jeopardised by food safety regulations? The Serrano Cheese case, Campos de Cima da Serra region, Brazil. Food Policy, v. 45, p. 116–124, 2014. DOI: 10.1016/j.foodpol.2013.04.014.
ERIKSEN, S. N. Defining local food: Constructing a new taxonomy - three domains of proximity. Acta Agriculturae Scandinavica Section B: Soil and Plant Science, v. 63, suplemento 1, p. 47–55, 2013. DOI: 10.1080/09064710.2013.789123.
FARIÑA, L. O. de; BERTOLINI, G. R. F.; MENEGHATTI, M. R. Relação entre a cooperativa e cooperado na agricultura familiar: a busca pela sustentabilidade econômica dos produtores de leite. Revista Metropolitana de Sustentabilidade, v. 7, n. 1, p. 108–126, 2017.
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FELDMANN, C.; HAMM, U. Consumers’ perceptions and preferences for local food: A review. Food Quality and Preference, v. 40, PA, p. 152–164, 2015. DOI: 10.1016/j.foodqual.2014.09.014.
FERNANDES, A. R.; da SILVA, C. A. B. Ten years later: A comparison of results of simulation scenarios under a systems dynamic approach and the actual economic performance of small-scale agro-industries supported by Brazilian agro-industrial development programs. International Journal on Food System Dynamics, v. 8, n. 2, p. 106–129, 2017. DOI: 10.18461/ijfsd.v8i2.823.
FORTUNATO, M. W.-P. Supporting rural entrepreneurship: A review of conceptual developments from research to practice. Community Development, v. 45, n. 4, p. 387–408, 2014. DOI: 10.1080/15575330.2014.935795.
GARNER, B. An ethnographic analysis of consumer information processing and decision-making at farmers’ markets. Journal of Consumer Marketing, v. 39, n. 1, p. 66–77, 2022. DOI: 10.1108/JCM-07-2020-3999.
HAIR, JR., R. E. A. Multivariate Data Analysis. 5. ed. Upper Saddle River, New Jersey: Prentice Hall, 1998. v. 232.
HAIR, J. F.; GABRIEL, L. D. S. M.; da SILVA, D.; BRAGA JUNIOR, S. Development and validation of attitudes measurement scales: fundamental and practical aspects. RAUSP Management Journal, v. 54, n. 4, p. 490–507, 2019. DOI: 10.1108/RAUSP-05-2019-0098.
KAMIMURA, B. A. et al. Brazilian Artisanal Cheeses: An Overview of their Characteristics, Main Types and Regulatory Aspects. Comprehensive Reviews in Food Science and Food Safety, v. 18, n. 5, p. 1636–1657, 2019. DOI: 10.1111/1541-4337.12486.
KOVÁCS, I.; LENDVAI, M. B.; BEKE, J. The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary. Sustainability (Switzerland), v. 14, n. 6, 2022. DOI: 10.3390/su14063224.
KUMAR, A.; SMITH, S. Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. Journal of Food Products Marketing, v. 24, n. 2, p. 196–215, 2018. DOI: 10.1080/10454446.2017.1266553.
LORENZ, B. A.; HARTMANN, M.; SIMONS, J. Impacts from region-of-origin labeling on consumer product perception and purchasing intention - Causal relationships in a TPB based model. Food Quality and Preference, v. 45, p. 149–157, 2015. DOI: 10.1016/j.foodqual.2015.06.002.
LYONS, T. S.; LYONS, J. S.; JOLLEY, G. J. Entrepreneurial skill-building in rural ecosystems: A framework for applying the Readiness Inventory for Successful Entrepreneurship (RISE). Journal of Entrepreneurship and Public Policy, v. 9, n. 1, p. 112–136, 2020. DOI: 10.1108/JEPP-09-2019-0075.
MARQUES, S. C. da C. et al. The importance of local food products attributes in Brazil consumer’s preferences. Future Foods, v. 5, Jan., p. 100125, 2022. DOI: 10.1016/j.fufo.2022.100125.
MEDINA, G. et al. Development Conditions for Family Farming: Lessons From Brazil. World Development, v. 74, p. 386–396, 2015. DOI: 10.1016/j.worlddev.2015.05.023.
MESIĆ, Ž.; PETLJAK, K.; BOROVIĆ, D.; TOMIĆ, M. Segmentation of local food consumers based on altruistic motives and perceived purchasing barriers: a Croatian study. Economic Research-Ekonomska Istrazivanja, v. 34, n. 1, p. 221–242, 2021. DOI: 10.1080/1331677X.2020.1782243.
PINDADO, E.; SÁNCHEZ, M. Researching the entrepreneurial behaviour of new and existing ventures in European agriculture. Small Business Economics, v. 49, n. 2, p. 421–444, 2017. DOI: 10.1007/s11187-017-9837-y.
RINGLE, C. M.; da SILVA, D.; BIDO, D. D. S. Modelagem de Equações Estruturais com Utilização do Smartpls. Revista Brasileira de Marketing, v. 13, n. 2, p. 56–73, 2014. DOI: 10.5585/remark.v13i2.2717.
ROLDAN, B. B.; REVILLION, J. P. P. Convenções de qualidade em queijos artesanais no Brasil, Espanha e Itália. Revista Do Instituto de Laticínios Cândido Tostes, v. 74, n. 2, p. 108–122, 2019. DOI: 10.14295/2238-6416.v74i2.730.
RYTKÖNEN, P. et al. Bringing the consumer back in—the motives, perceptions, and values behind consumers and rural tourists’ decision to buy local and localized artisan food—A Swedish example. Agriculture (Switzerland), v. 8, n. 4, p. 1–16, 2018. DOI: 10.3390/agriculture8040058.
SANTERAMO, F. G.; LAMONACA, E. Objective risk and subjective risk: The role of information in food supply chains. Food Research International, v. 139, Dez. 2020, p. 109962, 2021. DOI: 10.1016/j.foodres.2020.109962.
SANTOS, P. A.; BEVILACQUA, P. D. Family farming in agroecological transition: A look at the marketing of milk and dairy products in municipalities of the Zona da Mata of Minas Gerais State, Brazil. Ciencia Rural, v. 49, n. 7, p. 1–7, 2019. DOI: 10.1590/0103-8478cr20180299.
SCHNEIDER, S.; MENEZES, M. Inovação e atores sociais. In: Sementes da Transição: Inovação, poder e desenvolvimento em áreas rurais no Brasil. Porto Alegre: Editora da UFRGS, 2014. p. 13-27.
SEUNEKE, P.; LANS, T.; WISKERKE, J. S. C. Moving beyond entrepreneurial skills: Key factors driving entrepreneurial learning in multifunctional agriculture. Journal of Rural Studies, v. 32, p. 208–219, 2013. DOI: 10.1016/j.jrurstud.2013.06.001.
SOHNS, F.; REVILLA DIEZ, J. Explaining micro entrepreneurship in rural Vietnam — A multilevel analysis. Small Business Economics, v. 50, n. 1, p. 219–237, 2018. DOI: 10.1007/s11187-017-9886-2.
STEINBACH, J. et al. Understanding consumer, consumption, and regional products: A case study on traditional colonial-type cheese from Brazil. International Journal of Gastronomy and Food Science, v. 26, Aug. 2021. DOI: 10.1016/j.ijgfs.2021.100418.
VALE, G. V.; WILKINSON, J.; AMÂNCIO, R. Empreendedorismo, inovação e redes: uma nova abordagem. RAE-Eletrônica, v. 7, n. 1, 2008.
WANG, Q.; THOMPSON, E.; PARSONS, R. Preferences for farmstead, artisan, and other cheese attributes: Evidence from a conjoint study in the Northeast United States. International Food and Agribusiness Management Review, v. 18, n. 2, p. 17–36, 2015.
WENZIG, J.; GRUCHMANN, T. Consumer preferences for local food: Testing an extended norm taxonomy. Sustainability (Switzerland), v. 10, n. 5, p. 1–23, 2018. DOI: 10.3390/su10051313.
WIGGINS, S. Agricultural and rural development reconsidered: A guide to issues and debates. IFAD Research Series, v. 1, p. 1–61, 2016.
YEUNG, R. M. W.; MORRIS, J. Consumer perception of food risk in chicken meat. Nutrition ; Food Science, v. 31, n. 6, p. 270–279, 2001. DOI: 10.1108/00346650110409092.
YOUNG, C. Should You Buy Local? Journal of Business Ethics, v. 176, n. 2, p. 265–281, 2022. DOI: 10.1007/s10551-020-04701-3.
XU, Z.; DOBSON, S. Challenges of building entrepreneurial ecosystems in peripheral places. Journal of Entrepreneurship and Public Policy, v. 8, n. 3, p. 408–430, 2019. DOI: 10.1108/JEPP-03-2019-0023.
ZHANG, H. et al. Why do domestic tourists choose to consume local food? The differential and non-monotonic moderating effects of subjective knowledge. Journal of Destination Marketing and Management, v. 10, Jun. 2017, p. 68–77, 2018. DOI: 10.1016/j.jdmm.2018.06.001.
ZHANG, T.; GRUNERT, K. G.; ZHOU, Y. A values–beliefs–attitude model of local food consumption: An empirical study in China and Denmark. Food Quality and Preference, v. 83, Feb. 2020, p. 103916. DOI: 10.1016/j.foodqual.2020.103916.
BARRIONUEVO, C. A.; BERNAT, E. E.; VELARDE, I. J. We recovered food heritage, and then? Value enhancement and promotion of local agri-food products in Argentina and Spain. British Food Journal, v. 121, n. 12, p. 3168–3180, 2019. DOI: 10.1108/BFJ-10-2018-0711.
BAUER, R. A. Consumer Behavior as Risk Taking. In: Dynamic Marketing for a Changing Word. American Marketing Association, 1960. p. 389–398.
BERGE, A. C.; BAARS, T. Raw milk producers with high levels of hygiene and safety. Epidemiology and Infection, p. 1–7, 2020. DOI: 10.1017/S0950268820000060.
CHEN, M. F. Modeling an extended theory of planned behavior model to predict intention to take precautions to avoid consuming food with additives. Food Quality and Preference, v. 58, p. 24–33, 2017. DOI: 10.1016/j.foodqual.2017.01.002.
CHOI, J.; LEE, A.; OK, C. The Effects of Consumers’ Perceived Risk and Benefit on Attitude and Behavioral Intention: A Study of Street Food. Journal of Travel and Tourism Marketing, v. 30, n. 3, p. 222–237, 2013. DOI: 10.1080/10548408.2013.774916.
CRUZ, F. T. da; MENASCHE, R. Tradition and diversity jeopardised by food safety regulations? The Serrano Cheese case, Campos de Cima da Serra region, Brazil. Food Policy, v. 45, p. 116–124, 2014. DOI: 10.1016/j.foodpol.2013.04.014.
ERIKSEN, S. N. Defining local food: Constructing a new taxonomy - three domains of proximity. Acta Agriculturae Scandinavica Section B: Soil and Plant Science, v. 63, suplemento 1, p. 47–55, 2013. DOI: 10.1080/09064710.2013.789123.
FARIÑA, L. O. de; BERTOLINI, G. R. F.; MENEGHATTI, M. R. Relação entre a cooperativa e cooperado na agricultura familiar: a busca pela sustentabilidade econômica dos produtores de leite. Revista Metropolitana de Sustentabilidade, v. 7, n. 1, p. 108–126, 2017.
FÁVERO, L. P.; BELFIORE, P. Manual de Análise de Dados - Estatística e Modelagem Multivariada com Excel, SPSS e Stata. Elsevier, 2017.
FELDMANN, C.; HAMM, U. Consumers’ perceptions and preferences for local food: A review. Food Quality and Preference, v. 40, PA, p. 152–164, 2015. DOI: 10.1016/j.foodqual.2014.09.014.
FERNANDES, A. R.; da SILVA, C. A. B. Ten years later: A comparison of results of simulation scenarios under a systems dynamic approach and the actual economic performance of small-scale agro-industries supported by Brazilian agro-industrial development programs. International Journal on Food System Dynamics, v. 8, n. 2, p. 106–129, 2017. DOI: 10.18461/ijfsd.v8i2.823.
FORTUNATO, M. W.-P. Supporting rural entrepreneurship: A review of conceptual developments from research to practice. Community Development, v. 45, n. 4, p. 387–408, 2014. DOI: 10.1080/15575330.2014.935795.
GARNER, B. An ethnographic analysis of consumer information processing and decision-making at farmers’ markets. Journal of Consumer Marketing, v. 39, n. 1, p. 66–77, 2022. DOI: 10.1108/JCM-07-2020-3999.
HAIR, JR., R. E. A. Multivariate Data Analysis. 5. ed. Upper Saddle River, New Jersey: Prentice Hall, 1998. v. 232.
HAIR, J. F.; GABRIEL, L. D. S. M.; da SILVA, D.; BRAGA JUNIOR, S. Development and validation of attitudes measurement scales: fundamental and practical aspects. RAUSP Management Journal, v. 54, n. 4, p. 490–507, 2019. DOI: 10.1108/RAUSP-05-2019-0098.
KAMIMURA, B. A. et al. Brazilian Artisanal Cheeses: An Overview of their Characteristics, Main Types and Regulatory Aspects. Comprehensive Reviews in Food Science and Food Safety, v. 18, n. 5, p. 1636–1657, 2019. DOI: 10.1111/1541-4337.12486.
KOVÁCS, I.; LENDVAI, M. B.; BEKE, J. The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary. Sustainability (Switzerland), v. 14, n. 6, 2022. DOI: 10.3390/su14063224.
KUMAR, A.; SMITH, S. Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. Journal of Food Products Marketing, v. 24, n. 2, p. 196–215, 2018. DOI: 10.1080/10454446.2017.1266553.
LORENZ, B. A.; HARTMANN, M.; SIMONS, J. Impacts from region-of-origin labeling on consumer product perception and purchasing intention - Causal relationships in a TPB based model. Food Quality and Preference, v. 45, p. 149–157, 2015. DOI: 10.1016/j.foodqual.2015.06.002.
LYONS, T. S.; LYONS, J. S.; JOLLEY, G. J. Entrepreneurial skill-building in rural ecosystems: A framework for applying the Readiness Inventory for Successful Entrepreneurship (RISE). Journal of Entrepreneurship and Public Policy, v. 9, n. 1, p. 112–136, 2020. DOI: 10.1108/JEPP-09-2019-0075.
MARQUES, S. C. da C. et al. The importance of local food products attributes in Brazil consumer’s preferences. Future Foods, v. 5, Jan., p. 100125, 2022. DOI: 10.1016/j.fufo.2022.100125.
MEDINA, G. et al. Development Conditions for Family Farming: Lessons From Brazil. World Development, v. 74, p. 386–396, 2015. DOI: 10.1016/j.worlddev.2015.05.023.
MESIĆ, Ž.; PETLJAK, K.; BOROVIĆ, D.; TOMIĆ, M. Segmentation of local food consumers based on altruistic motives and perceived purchasing barriers: a Croatian study. Economic Research-Ekonomska Istrazivanja, v. 34, n. 1, p. 221–242, 2021. DOI: 10.1080/1331677X.2020.1782243.
PINDADO, E.; SÁNCHEZ, M. Researching the entrepreneurial behaviour of new and existing ventures in European agriculture. Small Business Economics, v. 49, n. 2, p. 421–444, 2017. DOI: 10.1007/s11187-017-9837-y.
RINGLE, C. M.; da SILVA, D.; BIDO, D. D. S. Modelagem de Equações Estruturais com Utilização do Smartpls. Revista Brasileira de Marketing, v. 13, n. 2, p. 56–73, 2014. DOI: 10.5585/remark.v13i2.2717.
ROLDAN, B. B.; REVILLION, J. P. P. Convenções de qualidade em queijos artesanais no Brasil, Espanha e Itália. Revista Do Instituto de Laticínios Cândido Tostes, v. 74, n. 2, p. 108–122, 2019. DOI: 10.14295/2238-6416.v74i2.730.
RYTKÖNEN, P. et al. Bringing the consumer back in—the motives, perceptions, and values behind consumers and rural tourists’ decision to buy local and localized artisan food—A Swedish example. Agriculture (Switzerland), v. 8, n. 4, p. 1–16, 2018. DOI: 10.3390/agriculture8040058.
SANTERAMO, F. G.; LAMONACA, E. Objective risk and subjective risk: The role of information in food supply chains. Food Research International, v. 139, Dez. 2020, p. 109962, 2021. DOI: 10.1016/j.foodres.2020.109962.
SANTOS, P. A.; BEVILACQUA, P. D. Family farming in agroecological transition: A look at the marketing of milk and dairy products in municipalities of the Zona da Mata of Minas Gerais State, Brazil. Ciencia Rural, v. 49, n. 7, p. 1–7, 2019. DOI: 10.1590/0103-8478cr20180299.
SCHNEIDER, S.; MENEZES, M. Inovação e atores sociais. In: Sementes da Transição: Inovação, poder e desenvolvimento em áreas rurais no Brasil. Porto Alegre: Editora da UFRGS, 2014. p. 13-27.
SEUNEKE, P.; LANS, T.; WISKERKE, J. S. C. Moving beyond entrepreneurial skills: Key factors driving entrepreneurial learning in multifunctional agriculture. Journal of Rural Studies, v. 32, p. 208–219, 2013. DOI: 10.1016/j.jrurstud.2013.06.001.
SOHNS, F.; REVILLA DIEZ, J. Explaining micro entrepreneurship in rural Vietnam — A multilevel analysis. Small Business Economics, v. 50, n. 1, p. 219–237, 2018. DOI: 10.1007/s11187-017-9886-2.
STEINBACH, J. et al. Understanding consumer, consumption, and regional products: A case study on traditional colonial-type cheese from Brazil. International Journal of Gastronomy and Food Science, v. 26, Aug. 2021. DOI: 10.1016/j.ijgfs.2021.100418.
VALE, G. V.; WILKINSON, J.; AMÂNCIO, R. Empreendedorismo, inovação e redes: uma nova abordagem. RAE-Eletrônica, v. 7, n. 1, 2008.
WANG, Q.; THOMPSON, E.; PARSONS, R. Preferences for farmstead, artisan, and other cheese attributes: Evidence from a conjoint study in the Northeast United States. International Food and Agribusiness Management Review, v. 18, n. 2, p. 17–36, 2015.
WENZIG, J.; GRUCHMANN, T. Consumer preferences for local food: Testing an extended norm taxonomy. Sustainability (Switzerland), v. 10, n. 5, p. 1–23, 2018. DOI: 10.3390/su10051313.
WIGGINS, S. Agricultural and rural development reconsidered: A guide to issues and debates. IFAD Research Series, v. 1, p. 1–61, 2016.
YEUNG, R. M. W.; MORRIS, J. Consumer perception of food risk in chicken meat. Nutrition ; Food Science, v. 31, n. 6, p. 270–279, 2001. DOI: 10.1108/00346650110409092.
YOUNG, C. Should You Buy Local? Journal of Business Ethics, v. 176, n. 2, p. 265–281, 2022. DOI: 10.1007/s10551-020-04701-3.
XU, Z.; DOBSON, S. Challenges of building entrepreneurial ecosystems in peripheral places. Journal of Entrepreneurship and Public Policy, v. 8, n. 3, p. 408–430, 2019. DOI: 10.1108/JEPP-03-2019-0023.
ZHANG, H. et al. Why do domestic tourists choose to consume local food? The differential and non-monotonic moderating effects of subjective knowledge. Journal of Destination Marketing and Management, v. 10, Jun. 2017, p. 68–77, 2018. DOI: 10.1016/j.jdmm.2018.06.001.
ZHANG, T.; GRUNERT, K. G.; ZHOU, Y. A values–beliefs–attitude model of local food consumption: An empirical study in China and Denmark. Food Quality and Preference, v. 83, Feb. 2020, p. 103916. DOI: 10.1016/j.foodqual.2020.103916.
Publicado
2025-07-09
Cómo citar
Rejane Carmo Rezende Dias, José Elenilson Cruz, Gabriel da Silva Medina, & David Frederik da Silva Cavalcante. (2025). A INFLUÊNCIA DOS CONSUMIDORES DE QUEIJOS ARTESANAIS NA INTENÇÃO DE COMPRA . Caderno De Administração, 33(1), 52-75. https://doi.org/10.4025/cadadm.v33i1.76145
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