Atualmente existe uma crescente parcela da população mundial despertando para o consumo de alimentos orgânicos, sendo comumente relacionado a padrões de consumo saudáveis e ambientalmente responsáveis. No âmbito de estudos comportamentais, pouco se conhece sobre o consumidor de alimentos orgânicos brasileiro, especialmente em se tratando dos valores pessoais e das atitudes que estão por trás deste consumo. Neste sentido, o presente trabalho buscou propor a segmentação dos consumidores de alimentos orgânicos da cidade de Porto Alegre, a partir de seus valores pessoais. Além disso, também se procurou: (a)identificar valores pessoais e atitudes que permeiam o comportamento desses consumidores; (b)verificar similaridades/diferenças entre consumidores de supermercados e de feiras; (c)explorar os fatores motivacionais de compra de alimentos orgânicos; e (d) analisar o perfil dos grupos de consumidores de alimentos orgânicos, definindo cada um de acordo com seus valores pessoais, suas atitudes, seu comportamento de compra e suas características sociodemográficas. O presente estudo foi realizado por meio de três fases integradas e complementares: a primeira foi destinada à exploração da temática de alimentos orgânicos; a segunda etapa foi de ordem quantitativa, realizada através de uma survey com consumidores de alimentos orgânicos de supermercados e feiras; por fim, a última etapa foi de abordagem qualitativa, por meio de entrevistas semi-estruturadas com consumidores de orgânicos. No geral, os consumidores demonstraram apreço pela preservação ambiental e transcendência de interesses egoístas, prezando por ações destinadas ao benefício coletivo, refletidos nos valores Universalismo e Benevolência. A análise de cluster fez emergir quatro grupos de consumidores de alimentos orgânicos com características diferenciadas em termos de valores pessoais. O Cluster 1 é identificado principalmente pelos valores mais voltados à preocupação social (Benevolência) e segurança à vida pessoal (Segurança). O Cluster 2, preocupa-se também com sua segurança pessoal (Segurança), mas possui uma tendência forte ao pensamento e ação independente (Autodeterminação). Já o Cluster 3 se caracteriza por valorizar muito sua segurança pessoal (Segurança) e também por prezar pelo bem-estar de todas as pessoas e da natureza (Universalismo). O Cluster 4 expressa conforto com a diversidade da existência, com forte tendência à preservação da natureza (Universalismo) e confiança em seu próprio julgamento (Autodeterminação). Os resultados deste trabalho demonstraram também que, no geral, o consumo de alimentos orgânicos está fortemente atrelado a considerações sociais e ecológicas. Assim, este trabalho avança no conhecimento a respeito das bases motivacionais do comportamento de consumo de alimentos orgânicos, especialmente no que diz respeito aos valores pessoais que guiam as decisões e ações destes consumidores. / Currently there is a growing portion of the population waking up to the consumption of organic foods, being commonly related to consumption patterns of healthy and environmentally responsible. Within behavioral studies, little is known about the organic food consumer in Brazil, especially about personal values and attitudes that lie behind this consumption. In this sense, the present work aimed to propose the segmentation of organic food consumers in the city of Porto Alegre, from their personal values. In addition, we sought to: (a) identify personal values and attitudes that underlie the behavior of these consumers, (b) determine similarities / differences between consumers of supermarkets and specialized fairs; (c) explore the motivating factors for buying organic food; and (d) analyze the profile of groups of organic food consumers, setting each one according to their personal values, their attitudes, their buying behavior and sociodemographic characteristics. This study was conducted through three integrated and complementary phases: the first was aimed at exploring the theme of organic food, the second step was quantitative, conducted through a survey with organic food consumers of supermarkets and specialized fairs, and, finally, the last step was a qualitative approach, using semi-structured interviews with consumers of organic products. Overall, consumers have demonstrated appreciation for environmental preservation and transcendence of selfish interests, unpretentiously actions aimed at collective benefit, reflected in the values Universalism and Benevolence. At the cluster analysis, four groups of organic food consumers emerged with different characteristics in terms of personal values. Cluster 1 is identified mainly by values more focused on social concerns (Benevolence) and personal security (Security). Cluster 2 is also concerned with their personal security (Security), but has a strong tendency to independent thinking and action (Self-Direction). Cluster 3 is characterized by strongly appreciating personal security (Security) and also the well-being of all people and nature (Universalism). Cluster 4 expressed comfort with the diversity of life, with a strong tendency to the preservation of nature (Universalism) and trust in his own judgment (Self-Direction). The results of this study also showed consumption of organic food is strongly linked to social and ecological considerations. This study advances knowledge about the motivational bases of the behavior of organic food consumption, especially with regard to the personal values that guide decisions and actions of these consumers.

M.A. (Anthropology) / The global organic food industry has experienced incredibly high growth rates over the past twenty years. In many parts of the world the formal retail of organic food sourced consumers from an already established informal trade. The formalisation of organic food thus necessitated engagement with and monetisation of the ‘organic ethos’ inherent in the informal trade, and played an important part in the popularisation of ethical consumption. This has stimulated many larger discussions about the relationship of humankind, and industry, with the natural world, and has contributed to debates surrounding how to study the forces directing the evolution of agro-food economies. This study contributes to these debates by framing them within the South African context. Through a twenty three month mixed methods study rooted in participant observation and guided by the tenets of constructivist grounded theory, this investigation of the formal organic food industry aims to achieve both theoretical and practical goals. On a practical level, it suggests reasons for the unique growth and composition of the industry witnessed in South Africa, while contributing to global debates surrounding the meaning of organic. On a theoretical level, it suggests that Dixon’s conception of the Cultural Economic Model may overcome some of the analytical divides witnessed in agro-food theory, ultimately contributing to a more balanced, humanised account of the forces directing the shape and shift of food economies.

The growing South African domestic organic food industry is a new feature of the recent structural shifts in food demand in the country. Consumer demand preferences for organic food impact on agricultural production methods due to the unintended positive consequences of improved soil fertilisation, increased productivity and increased use of indigenous knowledge. Understanding consumer demand for food, specifically organic food, in South Africa is becoming increasingly important as consumers’ attitudes and preferences strongly influence the direction of food retailers’ strategies. This study used a single bound dichotomous choice contingent valuation method (CVM) to analyse the determinants of organic food in SA, specifically organic fruit juice and wine. Data was collected from a CVM questionnaire administered to 550 respondents in a food retail store over 3 days. Findings from this study indicate consumers believe organic food is more nutritious and tastier than conventional food, organic agriculture benefits both small-scale and local farmers and that consumers require a guarantee of the organic origin of organic products. Emphasising these benefits and directly referring to the small-scale and local farmers from whom organic products have been procured in advertisement campaigns may improve retail marketing strategies for organic food. It also highlights that South African policy makers urgently have to finalise the promulgation of the draft legislation on organic standards to provide certainty to local consumers and hence a positive signal to current and prospective investors in the local organic industry. Empirical results from this study show that socio-demographic factors do influence consumer demand and supports the need for disaggregated food demand analysis in South Africa. Socio-demographic factors do influence South African consumers’ decision to purchase organic food and younger age increases the probability of the decision to purchase organic food; whereas being married and being in possession of non-formal training qualifications decreases this probability. Organic consumer awareness and education programmes should therefore be targeted at older, unmarried consumers with high levels of formal education. The domestic market may provide a niche for South African wine producers as this study showed that the majority of respondents interviewed are prepared to pay higher premiums for organic wine. A limitation of this study is that these results may reflect consumers’ demand for wine as a luxury good as no separate analysis and questions were included on consumer demand for wine. Policy makers should support small-scale producers and black vintners in the Western Cape to exploit growing organic wine industry by conducting further research for a organic wine marketing campaign that brands organic wine highlighting procurement from small-scale producers, local farmers and positive contribution to environment, providing extension services to small-scale producers on organic wine production, investing in research and development in organic wine production facilitating mentorship between small-scale farmers and existing organic wine producers and lobbying national department of agriculture to finalise the draft South African organic standard given that South African consumers require guarantee of organic origin. Agents in the private sector may exploit opportunities in the organic wine industry by targeting consumers that are younger and old age of Christian faith, lobby the South African government to finalise the draft organic standard, highlight attitudes that organic wine contribute positively to the environment, local and small-scale farmers in organic wine marketing campaigns and procure more organic wine from small-scale and local organic wine producers. Local and small-scale fruit producers and fruit processors in the Western Cape are well positioned to exploit growth forecasted in the domestic organic fruit juice sector given its global reputation for producing high quality fruit, proven manufacturing capabilities and expertise in fruit juice production. Both younger and older age positively influences willingness to pay for organic fruit juice but younger consumers are willing to pay higher prices than older consumers for organic fruit juice. Consumers that are the head of households, by being in the position of food purchaser, are also willing to pay higher prices for organic fruit juice. Afrikaans speaking consumers, 77 percent belonging to the coloured population group of which 69 percent earn less than an average monthly income of R3500 are less likely to pay higher prices for organic fruit juice due to lower disposal incomes. South African citizens that represent almost 90 percent of the Western Cape population are concerned about environmental issues confirmed by beliefs that organic food contributes to the environment, small-scale and local farmers. This concern is expressed in the higher prices that South African citizens are willing to pay for organic fruit juice. These empirical findings indicate the target consumers that organic fruit juice marketing campaigns should focus on. Specific policy interventions to promote the industry include public investment in research and development in organic production methods, extension service provision on organic production methods to small-scale farmers and development of mentorship programmes between existing small-scale and existing organic producers. Copyright / Dissertation (MInstAgrar)--University of Pretoria, 2009. / Agricultural Economics, Extension and Rural Development / unrestricted

The purpose of the thesis is a description of organic food and ecological farming in general. The theoretical part of the thesis deals with findings consumer and shopping behavior of consumers of organic food. The practical part contains a marketing research of organic food in the Czech Republic, which focuses on the findings of opinions, attitudes and motivations of consumers to purchase organic food.

The master thesis named "Analysis of purchasing behaviour on the organic food market" deals with relationship of customers towards organic food. There are theorecital aspects of customer's decision analyzed as well as specifics of the organic food market in the Czech Republic. The thesis includes results of marketing research regarding general awareness of organic food and related purchasing conventions, which has been processed based on theoretical knowledges. There is a proposal of marketing suggestions for economic subjects which act at the organic food market, made at the end of the thesis.

A busca por alimentos provenientes de sistemas de produção sustentáveis, como por exemplo, os métodos orgânicos de produção é uma tendência que vem se fortalecendo mundialmente. Mudanças nos hábitos alimentares têm sido observadas, revelando a complexidade dos modelos de consumo e de seus fatores determinantes. Sendo assim, este estudo teve por objetivo descrever a disponibilidade domiciliar de alimentos orgânicos no Brasil. Utilizou-se como base de dados informações contidas na Pesquisa de Orçamentos Familiares (POF 2008- 2009), realizada pelo Instituto Brasileiro de Geografia e Estatística (IBGE) sobre aquisições de alimentos e bebidas orgânicos. Os resultados revelam comportamentos distintos na aquisição de alimentos orgânicos entre os brasileiros, quando são discriminados de acordo com as regiões e situação do domicílio (urbano ou rural). Os valores de disponibilidade (média) domiciliar foram superiores entre as famílias residentes nas áreas rurais, notadamente entre as regiões Sul e Centro- Oeste. Nota-se a relação existente entre as condições socioculturais que privilegia a perspectiva ligada à renda, havendo tendência de aumento sistemático de alimentos orgânicos, conforme ocorre crescimento dos rendimentos. Os resultados revelam ainda que quanto menor o número de moradores por domicílio, independente da região, maior a disponibilidade alimentar de orgânicos. Em relação aos grupos alimentares, merece destaque a maior participação do grupo dos laticínios, principalmente entre as famílias residentes nas áreas rurais. Os dados relativos à disponibilidade per capita de energia e participação dos macronutrientes e micronutrientes oriunda dos alimentos orgânicos no Valor Energético Total - VET revelou reduzida contribuição para a totalidade das regiões brasileiras. Quanto às características sociodemográficas das famílias, verifica-se que com o aumento da renda registra-se crescimento na disponibilidade de orgânicos nos domicílios com chefe/responsável do sexo feminino. A maior propensão ao consumo é verificada entre pessoas mais velhas (60 anos ou mais) e com nível de escolaridade superior incompleto. Paralelamente, verificou-se a reduzida quantidade média disponível para a totalidade das famílias brasileiras. / The search for food from sustainable production systems, for example, the organic methods of production, is a trend which rises worldwide. Changes in dietary habits had been observed, showing the complexity of consumption patterns and their corresponding determinant factors. Thus, the aim of this study was to report the household availability of organic food in Brazil. This work was based on information available on Family Budget Research (POF 2008-2009), carried out by the Brazilian Institute of Geography and Statistics (IBGE) about food acquisition for household consumption. The results showed distinct behavior regarding organic food acquisition between Brazilians, which are discriminated accordingly with different regions and household situation (rural or urban). The household availability values (mean) was higher between families located in rural regions, remarkably between South and Middle-West regions. It can be observed a relationship between socio-cultural conditions which allows the perspectives related to income, with systematic rising trend of organic food, when income growth occurs. Also, the results suggested that as lower the numbers of dwellers, independent of region, the household availability of organic foods are increased. Regarding the dietary groups, more emphasis was given about the major contribution of dairy group, mainly within family household in rural areas. Data related to per capita availability of energy and contribution of macronutrients and micronutrients derived from organic food on Total Energy Value showed reduced contribution for totality of the Brazilian regions. About the family socio-demographic features, it was observed an increasing income promoted by a rising availability in households which are headed by women. The major consumption propensity was verified between elderly individuals (60 years old or more) and with incomplete higher education. In addition, it was found the reduced average amount available for totality of Brazilian families.

My master thesis is focused on creating a business plan for a company that would sell bio and vegan food. The thesis is divided into three parts. The first part serves as a theoretical basis to build the business plan on. The second part is an analysis of competition in the field of interest. The third part uses information gathered in the preceding parts and describes the creation of the business plan itself.

El presente trabajo de investigación pretende analizar la estrategia de precio utilizada en las tiendas de productos orgánicos. Además, conocer de qué manera esta estrategia se encuentra relacionada con la calidad que perciben los consumidores de dichos productos. Es importante recalcar que se desea averiguar si estas dos variables influyen en la intención de compra de productos orgánicos. Se han realizado dos focus group con personas pertenecientes al público objetivo primario y dos entrevistas a profundidad a expertos en Marketing y Nutrición, los cuales brindaron información relevante para el análisis posterior que se realizó. La investigación es de carácter no concluyente, el tipo de la investigación será correlacional y el enfoque que se le dará será mixto. / This research work aims to analyze the price strategy used in organic products stores. In addition, knowing how this strategy is related to the quality perceived by consumers of these products. It is important to emphasize that is desired to find out if these two variables influence the intention to buy organic products. It has been realized two focus with people that belongs to the primary target audience and two in-depth interviews with experts in Marketing and Nutrition, which provided relevant information for the subsequent analysis thar was made. The research is inconclusive, the type of research will be correlational and the approach that will be given will be mixed. / Trabajo de investigación

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