Banca de DEFESA: EULLER DE SÁ BARROS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : EULLER DE SÁ BARROS
DATE: 31/08/2022
TIME: 10:00
LOCAL: PPGA
TITLE:

PREDICTORS OF CRAFT BEER PURCHASE INTENTION: A STUDY BASED ON THE THEORY OF PLANNED BEHAVIOR AND FOOD-RELATED LIFESTYLE

KEY WORDS:

Beer. Theory of Planned Behavior (TPB). Food-Related Lifestyle (FRL). Consumer Behavior.

PAGES: 91
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This research aimed to investigate the predictors and its effects on the purchase intention of craft beers from the use of an extended model of the Theory of Planned Behavior (TPB) and the Food-Related Lifestyle (FRL). Variables established as predictors of purchase intention of craft beer were: attitudes, subjective norms, perceived behavioral control, previous purchase behavior, food involvement, food innovation and food responsibility. The methodological design was a survey with the application of an online questionnaire. Participants are Brazilian consumers, over 18 years old. The research sample had 710 valid cases. In the data analysis, exploratory factor analysis and structural equation modeling techniques were used. The results show evidence that the variables Attitudes, Past Purchase Behavior and Food Responsibility have a significant effect as predictors of the intention to purchase craft beers and that the relationship between innovation and purchase intention is mediated by attitudes and previous consumption. The model obtained by the study explains 72% of the variance of behavioral intention. The research identified the segmentation of consumers into five groups with different characteristics. Limitations and practical implications of the research were considered in the discussions. Future studies may consider using longitudinal or experimental designs in order to verify the existence of causal relationships. Qualitative studies can also be done based on the results found.

BANKING MEMBERS:
Externo à Instituição - Marconi Freitas da Costa - UFPE
Interna - 2100944 - ELUIZA ALBERTO DE MORAIS WATANABE
Interno - 1856618 - KARIM MARINI THOME
Presidente - 1299852 - SOLANGE ALFINITO