Intenção de compra de alimentos para pets enriquecidos com Saccharomyces Cerevisae: Uma análise comportamental de tutores
DOI:
https://doi.org/10.36517/contextus.2026.96609Palavras-chave:
alimentos funcionais; gestão; marketing; influência social; alimentos para animais de estimação.Resumo
Contextualização: A crescente preocupação com a saúde e a nutrição de animais de estimação tem impulsionado o desenvolvimento de alimentos funcionais enriquecidos com ingredientes bioativos, como Saccharomyces cerevisiae. Apesar de seus benefícios reconhecidos, a aceitação por parte dos consumidores, especialmente tutores de pets, depende de fatores comportamentais e perceptivos, os quais podem ser analisados à luz da Teoria do Comportamento Planejado (TPB).
Objetivo: Este estudo teve como objetivo avaliar a intenção de compra de tutores de animais de estimação em relação a alimentos enriquecidos com Saccharomyces cerevisiae, bem como analisar a influência de atitudes, normas subjetivas e controle comportamental percebido sobre a intenção e o comportamento de compra.
Método: Adotou-se uma abordagem quantitativa, com coleta de dados por meio de um questionário estruturado baseado na TPB. A amostra foi composta por 396 tutores de pets. Para a análise dos dados, utilizou-se a Modelagem de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM), permitindo a avaliação das relações entre construtos latentes.
Resultados: Os resultados indicaram que as normas subjetivas constituem o principal preditor da intenção de compra, seguidas pelas atitudes e pelo controle comportamental percebido. Ademais, a intenção de compra demonstrou exercer influência significativa e positiva sobre o comportamento real de compra. Observou-se que tutores que percebem maior apoio social e apresentam atitudes favoráveis em relação aos benefícios do ingrediente tendem a manifestar maior intenção de aquisição.
Conclusões: O estudo evidencia o papel central da influência social na formação das decisões de consumo no contexto de alimentos funcionais para pets. Tais achados sugerem que estratégias de marketing devem priorizar ações educativas e comunicacionais que reforcem tanto os benefícios percebidos do ingrediente quanto o suporte social associado à sua adoção.
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