Congruência da marca com veganismo e discurso humanizado no consumo de fast food vegano
DOI:
https://doi.org/10.18696/reunir.v14i3.1192Palavras-chave:
Congruência, Veganismo, Discurso HumanizadoResumo
A preocupação do consumidor com a alimentação saudável direciona a forma como as marcas apresentam produtos e se relacionam com o consumidor. Concomitante são observadas mudanças em cardápios de restaurantes, e criadas alternativas de refeições saudáveis em redes de Fast Food, tal como a associação com o Veganismo. Portanto o objetivo deste é analisar os efeitos da congruência da marca com o veganismo e do discurso humanizado na intenção de compra de Fast Food Vegano. Através de uma pesquisa experimental com um desenho fatorial (2x2) between subject, com uma amostra de 94 participantes. Os resultados expõem que a congruência da marca só é considerada pelos consumidores que já possuem um estilo de vida saudável e o discurso humanizado não possui nenhum efeito sobre a intenção de compra. Esses contribuem com o estudo de práticas de consumo consciente de alimentos e a estratégia de marketing que as organizações podem utilizar em seu benefício e do consumidor.
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