Anais
Resumo do trabalho
Artigos Aplicados · Marketing
Título
ORGANIC PRODUCTS IN BRAZIL: CHARACTERISTICS OF A CONSUMPTION PATTERN IN 1999 AND 2024
Palavras-chave
Organic consumption
Consumer behavior
Willingness to pay
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
Consumer behavior is influenced by several variables, and time is one of the main factors that affect purchase decisions and consumption patterns. The present study aims to compare the profile and consumption patterns of consumers of organic products in Brazil in two periods: 1999 and 2024
Contexto Investigado
This article aims to investigate changes in consumer behavior toward organic via a comparative approach across these two periods. The study was initially conducted in 1999 with a sample of 121 consumers at the Organic Products Fair in Parque da Água Branca, São Paulo, one of the oldest and most significant fairs in the country. In 2024, the research was replicated at the BioBrazil Fair, also in São Paulo, involving 300 consumers.
Diagnóstico da Situação-Problema
The main objective of this study was to identify the frequency of purchase of organic products and the factors related to consumer loyalty. It is intended to explore the motivations and perceptions of consumers regarding the price and willingness to pay of organic products, comparing the results obtained in 1999 with the data from 2024.
Intervenção Proposta
The methodology of structured questionnaires with both open and closed frequency questions was used to assess variables such as purchase, motivations for consuming organic products, price perception, and logistical aspects of the marketing/ distribution process. The data were randomly collected in both periods, ensuring the representativeness of organic consumers in São Paulo, Brazil's largest metropolis
Resultados Obtidos
Comparative study of organic consumers in São Paulo (1999 n = 121, 2024 n = 300) shows declining loyalty (always buy: 86 % → 20 %) and growth in occasional/rare purchases. Health remains the main driver (65 % → 42 %), but sustainability (3 % → 10 %) and sensory/quality attributes gained weight. Price remains a barrier: 91 % see organics as costlier; accepted premium fell to ≤ 30 % (was > 30 %). Firms must highlight quality, sustainability and contain prices to engage newer, younger segments.
Contribuição Tecnológica-Social
The study’s conclusions highlight the need for adapting marketing and commercialization strategies to attract new consumer profiles, especially younger consumers, who value attributes beyond health, such as sustainability and superior quality. Furthermore, the study suggests that economic accessibility remains a key challenge for the expansion of the organic product market in Brazil.