Percepção e motivação da população de baixa renda em relação aos produtos com alegação de propriedade funcional

Abstract

The so-called Chronic Non-communicable Diseases (NCDs) have been affected thousands of people, and, mainly, according to data from the World Health Organization (WHO), the lower income population. Incidence of diseases such as diabetes, high blood pressure, cancer and chronic respiratory diseases are directly related to the population with low education and lower socioeconomic status. Studies show that the consumption of foods with function claims (these foods offer health benefits, in addition to their basic nutritional functions) can reduce the risk of NCDs associated with healthy lifestyle habits. Thus, encouraging consumption these foods in the lower income population becomes primordial. One possible way to boost this consumption is, firstly, studying the knowledge, the perception and the motivation of this population in relation to these foods. Thus, two methodologies were used to explore the perception and the motivation in relation to these foods, the projective technique and the in-depth interview. The dissertation proposal was to carry out empirical studies with the lower income population to understand how it behaves in relation to products with functional property claims. The two techniques used were complementary to seek the same objective. In the projective technique, the complement method was used and the attributes that promote the food consumption with functional claims were identified: Healthiness/ Quality and Packaging/ Nutrition Information; the attributes that limit their consumption: Harmful to health/ Lack of knowledge and dissatisfaction; and also it was identified the consumers’ purchase decision in front to a food with function claims and without claims: food with function claims. In the second technique used, in-depth interview, it was observed that lower income consumers do not have knowledge about these foods. The general conclusion is that the awareness in relation to foods with functional claims should be promoted through public policies and nutritional awareness.