Atitudes dos consumidores em relação aos alimentos da cozinha regional: uma análise considerando a teoria do comportamento planejado

Abstract

Contextualization: The study of food consumer behavior is a field of relevance, as in a scenario of constant transformations in lifestyles and consumption habits, understanding food preferences requires an in-depth analysis of underlying motivations. In this context, while literature addresses various dimensions shaping food choices (such as health consciousness, sustainable consumption, price, quality perception, and food culture), it often does so in isolation, and research on regional cuisine foods frequently limits itself to the tourist perspective. Given this gap, this work proposes a comprehensive analysis of consumer attitudes towards regional cuisine foods, recognizing the complexity and diversity of aspects that compose regional cuisine. Objective: The general objective of the thesis was to analyze the factors influencing consumer attitudes and the consumption of regional cuisine foods, utilizing the Theory of Planned Behavior (TPB) as its theoretical framework. Method: The research adopted a quantitative approach, using a questionnaire for data collection. The final sample consisted of 311 valid responses. For data analysis, Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were employed for structural model evaluation, in addition to Latent Class Analysis (LCA) with FIMIX-PLS and ANOVA for the identification and characterization of consumer segments. A relevant methodological contribution was the use of declared consumption, which is closer to behavioral reality, instead of purchase intention. Results: As a result, it was found that attitude and planned behavioral control, constructs derived from TPB, are positive influencers of consumption. In turn, health consciousness positively influences perceived behavioral control; sustainable consumption positively influences consumption attitude; high price negatively impacts consumption; the perception of food quality, the destination image related to food, and food culture positively influence attitude. However, the hypotheses that subjective norms influence the attitude and consumption of regional cuisine foods, as well as perceived behavioral control influencing the attitude towards these same foods, were refuted. This indicates that, for the sample, the opinions of close individuals and the perception of accessibility do not influence attitude or consumption. The LCA identified three distinct consumer segments: "Sentimentals," "Explorers," and "Analytics," each with specific demographic and behavioral characteristics. Research Adherence to PPGAdm's Concentration Area (Regionality and Management) and Research Line: The thesis directly aligns with the "Regionality and Management" concentration area and the "Society, Development, and Regionality" research line of the PPGAdm. By focusing on attitudes and consumption of regional cuisine foods, the study addresses "Regionality" through the valorization of local food culture and Brazilian gastronomic diversity. The analysis of consumer behavior and the identification of segments provide practical insights for the "Management" of establishments and the development of strategies that promote the consumption of these foods, directly impacting regional socioeconomic development. Impact and Innovative Character in Intellectual Production: In terms of its innovative character, the work fills a theoretical gap by applying TPB to regional cuisine food consumption, transcending the tourist perspective, as well as utilizing declared consumption, which is closer to behavioral reality, instead of purchase intention. The use of Latent Class Analysis (LCA) is a methodological differential, allowing for the identification of consumer segments and offering a more granular and rich understanding of behavioral heterogeneity. The refutations of some TPB hypotheses in a specific context also represent an innovative finding, challenging consolidated premises and paving the way for theoretical advancement. Economic, Social, and Regional Impact: Considering the economic impact, this thesis highlights that the valorization of regional foods drives the emergence and profitability of establishments that offer them, fostering local production chains and regional economic development. In the social aspect, it emphasizes that the consumption of regional foods strengthens cultural identity, connects individuals to their roots and families, and contributes to the maintenance of traditions, promoting a sense of community. In the regional aspect, the research offers actionable insights for the development of marketing and management strategies that enhance regional cuisine, boosting gastronomic tourism and local consumption, which contributes to the sustainable development of regions. Regional Implications: The results provide support for regional managers and public policy makers. Understanding the factors that drive or inhibit the consumption of regional foods allows for the creation of targeted actions for the valorization of local cuisine, the encouragement of sustainable production, and the promotion of economic and cultural development through regional cuisines. Consumer segmentation enables the creation of specific campaigns and products for each regional profile. Sustainable Development Goals (ODS) Addressed in the Research: The thesis aligns with the UN Sustainable Development Goals (SDGs) by addressing sustainable consumption related to food, highlighting the valorization of regional cuisine foods (SDG 12), by providing information that enables the fostering of regional economic development through food (SDG 8), and by researching food culture, considering the strengthening of cultural identity and the preservation of food traditions, contributing to the cultural and social sustainability of regions (SDG 11).