Consumer Behavior of Organic Products: an Application of the Means end Chain Theory

Abstract

The objective of this work was to study the behaviour of consumers of organic foods, particularly the values structure that leads to the buying of these foods in open markets in the city of Belo Horizonte. The means end chain theory, the laddering and the hierarchic value map methods were applied. According to the analyses of the results, the consumers studied have a lifestyle that is close to the ego-trip behaviour, which is characterized by valorization of autonomy, of pleasure and welfare, of a healthy lifestyle and a more personalized relationship with nature. It is a behaviour marked by terminal values (longevity, quality of life, tranquillity and happiness) and by instrumental values (inner harmony and harmony with nature, responsible consumption, living life well, health, saving time and money) which influence the consumption of organic products. An overlaying of individual values over collective ones was also observed, in other words, in these consumers’ values scale, collective interests are the second priority. Evidencing the analytical potential of this theoretical-methodological approach, this work contributes to the development of marketing research in Brazil, particularly regarding the understanding of the consumer behaviour of organic foods.