A percepção do jovem sobre a saudabilidade do café

• Ano de defesa: 2018
• Autor(a) principal: Rodrigues, Roberta Prado
• Orientador(a): Almeida, Luciana Florêncio de
• Banca de defesa: Spers, Eduardo Eugênio, Rocha, Thelma Valéria, Cunha, Christiano França da, Castro, Luciana Thomé e
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumidor; inteligência de mercado; café; saúde; comportamento saudável; jovem; health belief model
• Palavras-chave em Inglês: consumer behavior; market intelligence; coffee; health; healthy behavior; young; health belief model
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/325

The aim of this study was to understand the young person's perception about coffee as part of a healthy habit in their routine. The exploratory qualitative research turns to the consumer of 19-25 years, a relevant period for the development of long-lasting health behaviors. In the process, seventeen in-depth interviews were considered. The script was supported by the concepts of the Health Belief Model (HBM), considered one of the most used models to explain health behaviors. The predictive variables of the HBM were adapted to the context and from them emerged seven analytical categories for interpretation through the qualitative content analysis. The results showed that, in general, coffee is not associated with healthy habits. Despite the strong bond between coffee and young people, they are not familiar with all functional benefits of the beverage. Perception is limited: coffee is a source of energy and disposition (productivity) and/or relaxation (pleasure). It also identifies additional signs: coffee is also perceived as an instrument for socialization. In other words, coffee is seen by young people as a powerful ally of adult life, which justifies its relevance in this important period of quest for independence. Therefore, the perception of coffee as part of a healthy behavior can be stimulated if young people acquire more knowledge of the benefits of coffee (especially those that are fit into their daily routine) and the safe doses of caffeine, that less often is perceived as a potential addiction, despite they claim to consume less than the recommended daily doses. In addition, the positioning that relates coffee as an ally for physical activity seems to have the greatest potential, since it is the variable most associated with health and it is already a habit in the routine. However, coffee as a fuel for healthy habits appears to be believable and applicable by the eyes of this researched public. On the other hand, the benefits related to disease prevention showed less credibility and relevance.