DIMENSIONES COGNITIVO-AFECTIVAS EN LA INTENCIÓN DE COMPRA Y LA DISPOSICIÓN A PAGAR POR ALIMENTOS ORGÁNICOS
Resumen
Este artículo investiga, desde una perspectiva cuantitativa exploratoria-descriptiva, los determinantes psicográficos de la intención de compra y la disposición a pagar por alimentos orgánicos en Brasil. Con base en 451 respuestas en línea recopiladas mediante escalas Likert de siete puntos, se aplicaron análisis descriptivos, pruebas de Kruskal-Wallis, segmentación de clústeres y regresiones logísticas binarias para predecir la intención de compra y la disposición a pagar. Se identificaron tres perfiles de consumidor (comprometido, moderado y escéptico). Las actitudes utilitarias, las actitudes hedónicas y la información de la etiqueta mostraron el mayor poder predictivo, mientras que la riqueza nutricional, la percepción de naturalidad, los beneficios esperados y el conocimiento mostraron la menor contribución aislada. Los modelos exhibieron un desempeño consistente: la intención de compra con alta precisión general y un área bajo la curva ROC cercana a la excelencia; la disposición a pagar con precisión satisfactoria y buena capacidad discriminatoria. Las implicaciones incluyen estrategias de marketing y precios segmentadas, un etiquetado más claro y acciones educativas para reducir las barreras informativas y económicas. Las principales limitaciones se relacionan con el muestreo por conveniencia, la recopilación de datos en línea autoadministrados y el uso de modelos lineales que no capturan relaciones latentes complejas. El estudio aporta valor al proponer un marco predictivo aplicable al comercio minorista sostenible y a la formulación de políticas.
Biografía del autor/a
Doctorado en Economía de la Empresa, por la Universidad de Salamanca, España. Maestría en Investigación en Investigación Económica de Empresas, Universidad de Salamanca, España. Maestría en Administración por la UFRGS PPGA/EA, Porto Alegre, Brasil. Profesor e Investigador de la Maestría en Agronegocios Sostenibles de la Universidade Anhanguera Uniderp.
Máster en Agronegocios Sostenibles por la Universidad Anhanguera-Uniderp.
Doctoranda en Agronegocios Sostenibles en la UNIDERP.
Doctora en Sanidad Vegetal por la Universidad Federal de Pelotas. Profesora del Posgrado en Agronegocios Sostenibles en la UNIDERP.
Máster en Agronegocios Sostenibles por la UNIDERP.
Doctora en Agronomía por la Facultad de Ciencias Agrarias y Veterinarias, Campus de Jaboticabal. Coordinadora y Profesora del Posgrado en Agronegocios Sostenibles de la Uniderp.
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