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Contributo sobre a perceção que o consumidor tem sobre os alimentos e respetivo comportamento: o estudo de caso na sub-região da Lezíria do Tejo
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| 4.38 MB | Adobe PDF |
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Abstract(s)
A qualidade e segurança dos alimentos são preocupações centrais em todas as etapas da cadeia alimentar, desde a sua produção até ao consumidor final. A indústria alimentar, aliada às novas tendências na alimentação e inovações tecnológicas, têm redefinido a forma como os consumidores abordam a alimentação, priorizando a sustentabilidade, a saúde e a ética nas escolhas alimentares.
Com a crescente complexidade da cadeia alimentar, juntamente com mudanças nos padrões de consumo tem acrescido os desafios de compreender as motivações dos consumidores e consequente bem-estar dos mesmos. Compreender as escolhas alimentares individuais é fundamental para transformar o sistema alimentar atual, garantindo a salubridade das pessoas e a sustentabilidade do planeta. Ao longo dos anos, têm sido pospostos diversos modelos que abordam os principais fatores que influenciam as escolhas de produtos alimentares. No entanto é necessária uma abordagem multidisciplinar para compreender melhor como diferentes fatores estão envolvidos e interagem entre si no processo de tomada de decisão.
Neste contexto, com este trabalho de investigação pretende-se conhecer as atitudes e motivações dos consumidores da sub-região da Lezíria do Tejo relativamente aos alimentos e como são influenciadas as suas escolhas. Inclui a identificação de fragilidades na cadeia, o estudo dos hábitos de consumo e compra, a avaliação da influência das tendências emergentes no mercado alimentar e a perceção dos conhecimentos que os consumidores têm relativamente à clareza ou ambiguidade nas informações existentes. Estudar os consumidores desta região é crucial devido à sua dinâmica singular, que abrange tanto características rurais como urbanas, permitindo às indústrias desenvolver e comercializar produtos relevantes às motivações da população local.
Após uma revisão de literatura sobre a temática em análise, apresenta-se a componente empírica baseada numa metodologia quantitativa, com a recolha de dados através de um inquérito por questionário a uma amostra de 386 indivíduos da sub-região da Lezíria do Tejo e metodologia qualitativa com a realização de uma sessão de focus group.
Os resultados obtidos revelaram a valorização dos consumidores pelo preço e qualidade dos alimentos que adquirem, observando-se um crescente interesse em consumir produtos mais saudáveis, naturais e em seguir novas tendências alimentares, demonstrando consequentemente um aumento da preocupação com questões nutricionais e de saúde. A opinião quanto à clareza das informações presentes nos rótulos alimentares, foi mista, evidenciando a importância de fornecer informações claras e compreensíveis capazes de promover escolhas mais conscientes e saudáveis a todos os consumidores, independentemente do nível de habilitações literárias. Além disso, os consumidores demonstraram uma reduzida confiança quanto à qualidade e segurança alimentar, especialmente relativamente aos aditivos alimentares. Identificou-se algum ceticismo quanto a produtos considerados biológicos / orgânicos, ressalvando-se a necessidade de esclarecer conceitos, promover a transparência na rotulagem dos produtos, aumentar a presença de estruturas regulatórias rigorosas e uma comunicação clara sobre a autenticidade e benefícios dos produtos, para um aumento da confiança do consumidor.
Food quality and safety are central concerns at all stages of the food chain, from production to the final consumer. The food industry, combined with new trends in food and technological innovations, has redefined the way consumers approach food, prioritizing sustainability, health and ethics in food choices. With the increasing complexity of the food chain and changes in consumption patterns, the challenges of understanding consumers' motivations and consequent well-being have increased. Understanding individual food choices is key to transforming the current food system, ensuring people's health and the sustainability of the planet. Over the years, several models have been proposed that address the main factors that influence food choices. However, a multidisciplinary approach is needed to understand better how different factors are involved and interact with each other in the decision-making process. In this context, this research work aims to know the attitudes and motivations of consumers in the Lezíria do Tejo sub-region regarding food and how their choices are influenced. It includes the identification of weaknesses in the chain, of studying consumption and purchasing habits, the evaluation of the influence of emerging trends in the food market, and the perception of consumers' knowledge regarding the clarity or ambiguity of existing information. Studying the consumers of this region is crucial due to its unique dynamics, which cover both rural and urban characteristics, allowing industries to develop and market products relevant to the motivations of the local population. After a literature review on the subject under analysis, the empirical component is presented based on a quantitative methodology, with data collection through a questionnaire survey to a sample of 386 individuals from the Lezíria do Tejo sub-region and a qualitative methodology with a focus group session. The results obtained revealed the appreciation of consumers for the price and quality of the food they purchase, observing a growing interest in consuming healthier, more natural products and in following new food trends, consequently demonstrating an increase in concern with nutritional and health issues. Opinion regarding the clarity of the information on food labels were mixed, highlighting the importance of providing clear and understandable information capable of promoting more conscious and healthy choices to all consumers, regardless of educational level. In addition, consumers have shown low confidence in food quality and safety, especially about food additives. Some skepticism was identified regarding products considered organic / organic, except the need to clarify concepts, promote transparency in product labelling, increase the presence of strict regulatory frameworks and clear communication about the authenticity and benefits of products, to increase consumer confidence.
Food quality and safety are central concerns at all stages of the food chain, from production to the final consumer. The food industry, combined with new trends in food and technological innovations, has redefined the way consumers approach food, prioritizing sustainability, health and ethics in food choices. With the increasing complexity of the food chain and changes in consumption patterns, the challenges of understanding consumers' motivations and consequent well-being have increased. Understanding individual food choices is key to transforming the current food system, ensuring people's health and the sustainability of the planet. Over the years, several models have been proposed that address the main factors that influence food choices. However, a multidisciplinary approach is needed to understand better how different factors are involved and interact with each other in the decision-making process. In this context, this research work aims to know the attitudes and motivations of consumers in the Lezíria do Tejo sub-region regarding food and how their choices are influenced. It includes the identification of weaknesses in the chain, of studying consumption and purchasing habits, the evaluation of the influence of emerging trends in the food market, and the perception of consumers' knowledge regarding the clarity or ambiguity of existing information. Studying the consumers of this region is crucial due to its unique dynamics, which cover both rural and urban characteristics, allowing industries to develop and market products relevant to the motivations of the local population. After a literature review on the subject under analysis, the empirical component is presented based on a quantitative methodology, with data collection through a questionnaire survey to a sample of 386 individuals from the Lezíria do Tejo sub-region and a qualitative methodology with a focus group session. The results obtained revealed the appreciation of consumers for the price and quality of the food they purchase, observing a growing interest in consuming healthier, more natural products and in following new food trends, consequently demonstrating an increase in concern with nutritional and health issues. Opinion regarding the clarity of the information on food labels were mixed, highlighting the importance of providing clear and understandable information capable of promoting more conscious and healthy choices to all consumers, regardless of educational level. In addition, consumers have shown low confidence in food quality and safety, especially about food additives. Some skepticism was identified regarding products considered organic / organic, except the need to clarify concepts, promote transparency in product labelling, increase the presence of strict regulatory frameworks and clear communication about the authenticity and benefits of products, to increase consumer confidence.
Description
Keywords
Alimentação Consumidor Consumo informado Lezíria do Tejo Qualidade e Segurança Alimentar Tendências de consumo