A influência da Informação Nutricional em Alimentos e Bebidas na Intenção de Compra de Jovens Consumidores

Raquel Bernardon Toigo Giehl, Marcelo Gattermann Perin, Marcia Dutra De Barcellos, Cláudio Hoffmann Sampaio

Resumo


A importância da embalagem e rotulagem como mídia, e como um meio de persuadir os clientes tem evoluido. Neste contexto, a informação nutricional do produto torna-se um elemento de embalagem importante a ser considerado durante o processo de tomada de decisão do consumidor. Com base nisso, o objetivo deste trabalho é avaliar o efeito da informação nutricional de embalagens na intenção de compra do consumidor. Para tanto, foi realizado um levantamento com 430 jovens consumidores no sul do Brasil. Os resultados indicam que as informações disponíveis nos rótulos de alimentos influenciam a intenção de compra. O valor energético (calorias) e a gordura trans revelaram-se como os atributos mais significativos no momento da compra. Comparou-se os efeitos da informação nutricional em destaque e da tabela de informação nutricional obrigatória do rótulo. Além disso, diferenças estatísticas importantes foram encontradas entre os grupos de consumidores, de acordo com seu sexo e idade. As implicações gerenciais para a indústria de alimentos e bebidas são apresentadas.

Palavras-chave


Nutrição; Informação; Consumidores de Alimentos; Intenção de Compra

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DOI: https://doi.org/10.18256/2237-7956.2018.v8i2.2977

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Direitos autorais 2018 Raquel Bernardon Toigo Giehl, Marcelo Gattermann Perin, Marcia Dutra De Barcellos, Cláudio Hoffmann Sampaio

Revista de Administração IMED (RAIMED)               ISSN: 2237-7956                Programa de Pós-Graduação em Administração (PPGA/Atitus)

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