From plant to plate: a study of the intention to purchase ora-pro-nóbis flour

Authors

  • Reinaldo de Camargo Lopes Engenheiro-agrônomo, doutorando em Agronegócios pelo Centro de Estudos e Pesquisas em Agronegócios (Cepan), Universidade Federal do Rio Grande do Sul, Porto Alegre, RS.
  • Luana Rodrigues Ferretto Médica-veterinária, doutoranda em Agronegócios pelo Centro de Estudos e Pesquisas em Agronegócios (Cepan), Universidade Federal do Rio Grande do Sul, Porto Alegre, RS.
  • Liris Kindlein Médica-veterinária, doutora em Ciência Animal e Pastagens pela Universidade de São Paulo, professora do Programa de Pós-Graduação do Cepan, Universidade Federal do Rio Grande do Sul, Porto Alegre, RS.
  • Elza Eliza Altvater Nutricionista pela State University of New York, SUNY, Estados Unidos, master of science in Nutrition pela Brooklyn College, CUNY Brooklyn, Estados Unidos. Rockland Contry Office for the Aging, Pomona, NY, Estados Unidos.
  • Valéria da Veiga Dias Administradora, doutora em Agronegócios pelo Centro de Estudos e Pesquisas em Agronegócios (Cepan), Universidade Federal do Rio Grande do Sul, Porto Alegre, RS.
  • Jean Philippe Palma Revillion Engenheiro-agrônomo, doutor em Agronegócios pelo Centro de Estudos e Pesquisas em Agronegócios (Cepan), professor permanente do Programa de Pós-Graduação do Cepan, Universidade Federal do Rio Grande do Sul, Porto Alegre, RS.

DOI:

https://doi.org/10.35977/0104-1096.cct2024.v41.27381

Keywords:

green product, healthiness, sustainability, theory of planned behavior

Abstract

This study focuses on sustainability in food production, a topic of global importance. The use of ora-pro-nóbis (OPN), which is a vegetable alternative with high nutritional value and low production cost, stands out as an opportunity to boost sustainability and income diversification in agribusiness. The research employs the Theory of Planned Behavior (TPB) to investigate the intention to purchase OPN flour and how the perceived attributes of healthiness and sustainability influence consumer attitudes. Data collected through a questionnaire were analyzed using Structural Equation Modeling. The results indicate that the factors of the TPB  nfluenced the intention to purchase the OPN flour product in various ways. The perception of the attributes of healthiness and sustainability had a positive impact on consumer attitudes. Factors such as ecological awareness, the human/nature relationship, and concern for future generations can influence purchase intention. The theoretical model proved satisfactory, suggesting that it can be reapplied in different contexts to be validated and consolidated.

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Published

2024-04-12

How to Cite

Lopes, R. de C., Ferretto, L. R., Kindlein, L., Altvater, E. E., Dias, V. da V., & Revillion, J. P. P. (2024). From plant to plate: a study of the intention to purchase ora-pro-nóbis flour. Science & Technology Journals, 41, e27381. https://doi.org/10.35977/0104-1096.cct2024.v41.27381

Issue

V.41, Jan./Dec., 2024: Publicação contínua em volume anual

Section

Artigos

License

After publication of the work, the Authors are authorized to non-exclusively distribute the version of the published work (for example: publish in an institutional repository, as a book chapter, create links on electronic pages, etc.), as long as the authorship and initial publication in this journal are mentioned.