Anais
Resumo do trabalho
Artigos Aplicados · Marketing
Título
REVIEW ON CONSUMERS OF ORGANIC PRODUCTS COMPARED WITH THE SET OF STUDIES ON ORGANIC AGRICULTURE
Palavras-chave
Organic Consumer Behavior
Sustainable Marketing
Bibliometric Analysis
Autores
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Ricardo CerveiraUNIVERSIDADE ESTADUAL DE CAMPINAS (UNICAMP)
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Christiano França da CunhaUNIVERSIDADE ESTADUAL DE CAMPINAS (UNICAMP)
Resumo
Introdução
The premise of the present study is to consider that for the establishment of a consolidated market in some economic sectors, there is a vast universe of studies and research on the sector, from technical production actions to managerial and marketing actions
Contexto Investigado
This article reviews the scientific literature on consumer behavior regarding organic products, aiming to analyze the representation of studies focused on these consumers compared with the broader universe of research on organic production.
Diagnóstico da Situação-Problema
The study used bibliometric analysis applied to the Scopus and Web of Science databases, covering the period from 1999-2023.
Intervenção Proposta
The study used bibliometric analysis applied to the Scopus and Web of Science databases, covering the period from 1999-2023. The methodology involved creating four groups of articles: studies on organic product consumers (G1), organic production (G2), conventional food consumers (G3), and conventional food production (G4).
Resultados Obtidos
The initial search of both databases resulted in 15,735 articles related to conventional food production, of which 14,346 were considered relevant, whereas 14,827 articles related to organic production were found, with 11,846 considered relevant. In terms of consumer behavior, 605 articles dealt with conventional food consumers, and 46 articles addressed organic product consumers. The study revealed that only 0.3% of the articles on organic production in the database focused on consumer behavior, whereas 4.13% of the studies on conventional foods dealt with consumer behavior.
Contribuição Tecnológica-Social
The results underscore a significant gap in research on consumer behavior regarding organic products, which may limit the growth of this sector. While the conventional food market has attracted much more academic attention, studies on organic products remain relatively scarce. The conclusions suggest an urgent need to expand research in this area, focusing on understanding consumer motivations and barriers, as well as promoting marketing strategies that enhance the perceived value of organic products.