PERSONAL VALUES THAT MOTIVATE THE CONSUMPTION OF HEALTHY YOGHURTS

Abstract

Objective: To understand the relationship between product characteristics, as the perceived through consumption and the individual values that affect as guides in the consumption of professional yogurts. Methodology: Guided by the Theories of Means-End Chain and Basic Human Values, this study also used the Laddering technique and its methodological breakdowns. The present study, of a qualitative nature and with descriptive objectives, had the participation of 60 interviewed consumers. Relevance/originality: The Theory of Basic Human Values has been updated in recent years, including the new proposal on the existence of a personal value on animal welfare and rights. Therefore, this study verifies the existence of this value in the behavioral scope of healthy yogurt consumption. In addition, studies on personal values contribute to the literature regarding the understanding of the motivation for adhering a healthy diet. Results: The study identified that personal values of personal security, hedonism and fulfillment are the main guides in the consumption of healthy yogurts. Theoretical/methodological contributions: The theoretical contribution of the study refers to evidence and reinforcement of the existence of a personal value oriented towards animal concern and welfare. On the other hand, the methodological contribution refers to the simultaneous use of two cut-off points to interpret the information illustrated by the Hierarchical Map of Values, highlighting the relevant aspects and potential alternatives for communication strategies.