Products with organic certification: do Brazilian consumers perceive their attributes?

Lima, Anderson Rodolfo de; Scalco, Andrea Rossi; Ganga, Gilberto Miller Devós

doi:10.1590/0103-6513.20220024

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Research Article • Prod. 32 • 2022 • https://doi.org/10.1590/0103-6513.20220024 copy

Products with organic certification: do Brazilian consumers perceive their attributes?

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Paper Aims

This work aims to identify the socio-environmental attributes related to the label ‘Brazilian Organic Product – BOP- perceived by consumers of organic foods.

Originality

This paper is pioneering in the understanding of the attributes of BOP label in Brazil by consumers. Also, is unique in exploring the dimensions “organic’, “environmental” and “social” based on Brazilian law regarding organic food and the Guidelines of the Certifiers of Organic Products in Brazil.

Research method

A survey was conducted with 106 consumers of organic foods and an exploratory factor analysis (EFA) was carried out.

Main findings

Results showed that eight dimensions of attributes (Labor Laws and Social Incentive; Social and Environmental Practices; Environmental Management; Social and Environmental Protection; Environmental Preservation; Natural Products; Animal and Social Welfare; Non-renewable resources) influence consumer’s perception about the BOP label.

Implications for theory and practice

For theory this study shows how consumers perceive socio environmental attributes through labels and how this perception can motivate the purchase. For practice, intended to provide insights for marketing managers to better improve information on the labels Also, provide information to public policy managers to improve policies that can reach out more consumers.

Keywords:
Certification; Socio-environmental; Exploratory factor analysis; Organic

Construct	Variables	Acronym	Reference
Organic specifics	Rural properties that produce goods with an organic label preserve the structure and fertility of the soil.	S1	Art 3.º §1.º, XIV
	The fertilizer used in the production of goods with an organic label is composed of the manure of animals bred on the production site.	S2	Certifiers Guidelines
	The production of goods with an organic label does not allow the use of insecticides, fungicides, and bactericides.	S3	Art 3.º §1.º, IX
	Rural properties that produce goods with an organic label cannot use fertilizers and synthetic fertilizers in their production.	S4	Art 2.º §1.º, XVII
	Products with organic label cannot contain genetically modified organisms.	S5	Art 2.º §1.º, XVII
Environmental	Products with organic production label do not waste water during their production process.	A1	Art 3absence.º §1.º, XI
	Rural properties that produce goods with an organic label seek to not pollute the air in the production process.	A2	Art 3.º §1.º, XI
	Products with an organic label promote the recycling of materials resulting from their production (paper, plastic, glass, etc.).	A3	Art 3.º §1.º, XV
	Rural properties that produce organic goods seek to not use non-renewable resources (oil, coal, natural gas, plastic, etc.).	A4	Art 3.º §1.º, III
	Rural properties that produce goods with an organic label seek to promote the proper treatment of liquid waste related to production (sewage, industrial waste, etc.).	A5	Art 3.º §1.º, XV
	In the production of goods with an organic label, there is the correct disposal of waste generated on the property.	A6	Art 3.º §1.º, V
	Properties that produce goods with an organic label need to maintain permanent preservation areas (PPAs).	A7	Certifiers Guidelines
	By purchasing goods with an organic label, the consumer is contributing to the preservation of forest areas and native environments.	A8	Art 3.º §1.º, VI
	Companies that produce goods with organic labels need to comply with environmental laws in Brazil.	A9	Art 3.º §1.º, XI
	The health and well-being of the animals on the production site is a condition for the production of organic goods.	A10	Art 3.º §1.º, XII
Social	Products with an organic label encourage local and regional production.	S1	Art 3.º §1.º, I
	Workers on properties that produce organically labelled goods are respected regardless of color, race, or religion.	S2	Art 3.º §1.º, VII
	The production of goods with an organic label promotes human and social development for everyone involved in the work.	S3	Art 3.º §1.º, I
	Children and young people are allowed to participate in field tasks on rural properties that produce goods with the organic label.	S4	Art 2.º §1.º, XIV
	Products with an organic label strengthen the role of social groups such as cooperatives and associations.	S5	Art 38.º §1.º, II
	Products with an organic label strengthen the role of rural workers and their unions.	S6	Certifiers Guidelines
	The social interaction of workers is encouraged by rural properties that produce and distribute goods with the organic label.	S7	Art 3.º §1.º, IV
	Goods with an organic label indicate that workers have properly paid wages and overtime.	S8	Art 3.º §1.º, VII
	Goods with an organic label promote equal benefits to permanent and temporary workers.	S9	Art 3.º §1.º, VII
	Rural properties that produce goods with an organic label have an obligation to provide safe housing and basic sanitation conditions for their workers.	S10	Certifiers Guidelines
	Rural workers involved in the production of goods with an organic label are not exposed to contamination through the use of pesticides.	S11	Art 3.º §1.º, IX

Variables		Median	Mode	Standard deviation	Frequency (%)
Variables		Median	Mode	Standard deviation	1	2	3	4	5
S1	Rural properties that produce goods with an organic label preserve the structure and fertility of the soil.	4	5	0.91	1%	3%	18%	38%	40%
S2	The fertilizer used in the production of goods with an organic label is composed of the manure of animals bred on the production site.	3.5	3	1.13	4%	12%	38%	21%	24%
S3	The production of goods with an organic label does not allow the use of insecticides, fungicides, and bactericides.	5	5	1.12	3%	5%	15%	9%	67%
S4	Rural properties that produce goods with an organic label cannot use fertilizers and synthetic fertilizers in their production.	5	5	1.12	3%	7%	20%	11%	59%
S5	Products with organic labels cannot contain genetically modified organisms.	5	5	1.20	5%	8%	15%	10%	62%
A1	Products with organic production labels do not waste water during their production process.	4	5	0.97	1%	4%	22%	26%	46%
A2	Rural properties that produce goods with an organic label seek to not pollute the air in the production process.	5	5	1.38	8%	11%	18%	10%	54%
A3	Products with an organic label promote the recycling of materials resulting from their production (paper, plastic, glass, etc.).	4	5	1.08	3%	3%	22%	26%	45%
A4	Rural properties that produce organic goods seek to not use non-renewable resources (oil, coal, natural gas, plastic, etc.).	4	5	1.23	2%	10%	32%	14%	42%
A5	Rural properties that produce goods with an organic label seek to promote the proper treatment of liquid waste related to production (sewage, industrial waste, etc.).	5	5	1.11	0%	7%	21%	14%	58%
A6	In the production of goods with an organic label, there is the correct disposal of waste generated on the property.	4	5	1.02	0%	4%	24%	33%	38%
A7	Properties that produce goods with an organic label need to maintain permanent preservation areas (PPAs).	5	5	1.17	4%	2%	16%	13%	64%
A8	By purchasing goods with an organic label, the consumer is contributing to the preservation of forest areas and native environments.	4	5	1.15	3%	8%	25%	23%	41%
A9	Companies that produce goods with organic labels need to comply with environmental laws in Brazil.	5	5	0.86	0%	1%	5%	7%	87%
A10	The health and well-being of the animals on the production site is a condition for the production of organic goods.	5	5	1.17	3%	5%	20%	12%	59%
S1	Products with an organic label encourage local and regional production.	5	5	0.89	0%	4%	15%	20%	60%
S2	Workers on properties that produce organically labeled goods are respected regardless of color, race, or religion.	3	5	1.30	10%	11%	33%	15%	31%
S3	The production of goods with an organic label promotes human and social development for everyone involved in the work.	4	5	1.04	3%	5%	23%	29%	40%
S4	Children and young people are allowed to participate in field tasks on rural properties that produce goods with the organic label.	2	1	1.32	40%	25%	22%	7%	7%
S5	Products with an organic label strengthen the role of social groups such as cooperatives and associations.	5	5	0.78	0%	1%	16%	29%	54%
S6	Products with an organic label strengthen the role of rural workers and their unions.	5	5	0.92	1%	2%	20%	21%	56%
S7	The social interaction of workers is encouraged by rural properties that produce and distribute goods with the organic label.	3	3	1.12	4%	10%	43%	21%	22%
S8	Goods with an organic label indicate that workers have properly paid wages and overtime.	3	3	1.21	14%	11%	53%	10%	12%
S9	Goods with an organic label promote equal benefits to permanent and temporary workers.	3	3	1.13	11%	8%	55%	11%	15%
S10	Rural properties that produce goods with an organic label have an obligation to provide safe housing and basic sanitation conditions for their workers.	4	5	1.25	8%	5%	26%	15%	45%
S11	Rural workers involved in the production of goods with an organic label are not exposed to contamination through the use of pesticides.	5	5	0.82	0%	1%	12%	14%	73%

Rotated Component Array	Factor 1	Factor 2	Factor 3	Factor 4	Factor 5	Factor 6	Factor 7	Factor 8
Rotated Component Array	Labor Laws and Social Incentive	Social and Environmental Practices	Environmental management	Social and Environmental Protection	Environmental Preservation	Natural Products	Animal and Social Welfare	Non-renewable Resources
Goods with organic labels promote equal benefits to permanent and temporary workers.	.882
Goods with organic labels indicate that workers had properly paid wages and overtime.	.846
The social interaction of workers is encouraged by rural producers who produce and distribute goods with the organic label.	.731
Rural properties that produce goods with an organic label preserve the structure and fertility of the soil.		.784
By purchasing goods with an organic label, the consumer is contributing to the preservation of forest areas and native environments.		.735
The production of goods with the organic label promotes human and social development for everyone involved in the work.		.580
Workers on properties that produce organically labeled goods are respected regardless of color, race, or religion.		.546
In the production of goods with an organic label, there is the correct disposal of waste generated on the property.		.538
Products with an organic label encourage local and regional production.		.428
Products with an organic label promote the recycling of materials resulting from their production (paper, plastic, glass, etc.)			.747
Rural properties that produce goods with an organic label seek to promote the proper treatment of liquid waste related to production (sewage, industrial waste, etc.).			.700
Products with the organic label do not waste water during their production process.			.641
Rural properties that produce goods with an organic label seek to not pollute the air during the production process.			.489
Products with an organic label strengthen the role of rural workers and their unions.				.844
Rural workers involved in the production of goods with an organic label are not exposed to contamination through the use of pesticides.				.667
Products with an organic label strengthen the role of social groups such as cooperatives and associations.				.600
Companies that produce goods with organic labels need to comply with environmental laws in Brazil.				.547
Properties that produce goods with an organic label need to maintain permanent preservation areas (PPAs).					.810
The fertilizer used in the production of goods with an organic label is composed of the manure of animals bred on the production site.					.663
Products with the organic label cannot contain genetically modified organisms.						.812
Rural properties that produce goods with an organic label cannot use fertilizers and synthetic fertilizers in their production.						.590
The health and well-being of the animals on the property is a condition for the production of organic goods.							.686
Rural properties that produce goods with an organic label have an obligation to provide safe housing and basic sanitation conditions for their workers.							.628
Children and young people are allowed to participate in field tasks on rural properties that produce goods with the organic label.							.517
Rural properties that produce organic goods seek to not use non-renewable resources (oil, coal, natural gas, plastic, etc.).								.828

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