Perceived value by consumers in vegetarian food and its consequences: A study in Brazil

Rhaimá Aparecida Mendonça da Costa Birchal · Luiz Rodrigo Cunha Moura · Fernanda Carla Wasner Vasconcelos

14 citations0/0 files storedJournal of Foodservice Business Research

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Sensory Analysis and Statistical Methods

Abstract

The purpose of this paper is to test the PERVAL scale by consumers of vegetarian food concerning the perceived value and to verify its influence on satisfaction and loyalty. A survey was conducted through social media and 484 responses were obtained. The data were analyzed using multivariate statistical techniques and structural equation modeling. The results indicate that the PERVAL scale has nomological validity and that the perceived value is formed quality, price, emotional and social values. The perceived value influences the satisfaction (R2 = 64%) and loyalty (R2 = 45%) of consumers of vegetarian food but consumer satisfaction did not have a statistically significant impact on their loyalty.

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2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1994Marketing Research: An Applied Orientation 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2001Consumer perceived value: The development of a multiple item scale 1994Customer Loyalty: Toward an Integrated Conceptual Framework

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