Comida com impacto positivo : estilo de vida alimentar e intenção de compra dos produtos da Urban Farmcy na cidade de Porto Alegre

Abstract

The main objective of the research was to measure the eating lifestyle and analyze the buying intention of Urban Farmcy products in the city of Porto Alegre/RS. To fulfill the main objective of the research, a theoretical survey was carried out with the main subjects addressed by the research, which are: consumer behavior, market segmentation, motivation, lifestyle and studies related to lifestyle and food. This is a descriptive field research, of the suvery and quantitative type. A test was used, applied online on Google Forms, which totaled 154 valid responses, consisting of 52 items from the Food-Related Lifestyle scale and 2 purchase intention items. The analyzes were carried out in a descriptive and exploratory way and the results found in the research demonstrate a great purchase intention among Urban Farmcy consumers and define “I think the taste of food is important” and “I prefer fresh food than canned products” as the most important factors to consume food. In addition, the study removed 14 items from the scale and categorized them into 10 dimensions of food consumption behavior. In addition, the study removed 14 items from the scale and categorized the other items into 10 dimensions of food consumption behavior. The research also offers a database so that the studied company can segment its customers and verify if its communication strategies are aligned with the result of the study. In addition to encouraging the academic production of new research on the subjects addressed.