A importância da comunicação no processo de adoção do consumidor de produtos orgânicos

Abstract

This research aim to analyze the communication importance in the organic products adoption process by the consumers. In order to reach this goal, a panorama about the organic products market was traced, identifying the consumer adoption process for new products and the influences on this consumer, as well as the communication between producers and intermediaries with the organic products consumers was analyzed. This study justifies itself in the increasing complexity an in the recent investigation about the theme in a scientific approach, not only trying to validate and generalize the results for the category, but intending to discuss the problem and not trying to reach conclusive results. In its Exploratory character and to achieve its goals, firstly a bibliographic survey in secondary sources was done to consist the Theoretical Reference and after that a Qualitative Research by a Focus Group was developed. The information achieved in this research was worked according to the Content Analysis proposed by Bardin. In this way, the results pointed out some errors or flaws in the communication process between the organic products suppliers and consumers, as well as the distribution channels drawing a consume inhibition