Uso de técnicas projetivas para compreensão da percepção dos consumidores em relação aos alimentos in natura e processados

Abstract

Changes in socioeconomic and food production systems have resulted in an increase in the consumption of processed foods and ultra-processed products and a reduction in the consumption of in natura and minimally processed foods. Consequently, there is a negative impact on the Brazilian morbidity and mortality profile, with an increase in excess weight. Considering that the evaluation of food consumption goes beyond the analysis of the nutritional and chemical composition of foods and that it explores motivations, desires, needs and consumer behavior, Projective Techniques can be used for evaluation. The objective of this study was to evaluate the association between food consumption by Brazilian individuals, considering the degree of processing, and the factors that determine this choice. To this end, an online self-completion questionnaire developed on the Compusence Cloud platform was applied, containing socioeconomic and demographic questions; an essay question using the word association technique; as well as questions about food consumption. 187 responses were obtained. A word cloud was created to highlight the most mentioned words in the Word Association. The other results were analyzed by Analysis of Variance (ANOVA), Tukey's test, chi-square test and Pearson's correlation. The study was approved by the Ethics Committee. The results indicated that 71.66% of the participants were female, aged between 18 and 45 years (90.38%), with incomplete higher education (36.36%) or postgraduate (35.29%) and residents of the Central-West region (32.62%). Regarding consumption motivation, the averages of the answers were higher for “I would like to get closer to fresh and minimally processed foods” (6.71), “desire to eat” (6.52) and “healthiness” (6. 60). On the other hand, the average for “availability” (6.57) was lower for this food group compared to processed (6.67) and ultra-processed (6.81) foods, and they were also considered more expensive (5.95). ). Regarding the frequency of food consumption, the participants described frequently eating both fresh and minimally processed foods (5.61) and ultra-processed foods (5.80). in natura and minimally processed showed a higher mean of responses for positive emotions (6.26). tion, made by the participants were with the terms health, quality of life and well-being (n=84), fresh foods (n=24), fruits and vegetables (n=80), natural (n=22) and organic (n=23). Regarding fresh and minimally processed foods, it was found that participants who consumed more fruits and vegetables had a better subjective health assessment (10.16% and 13.37% of participants, respectively). In relation to industrialized foods, participants who consume less ultra-processed foods, such as soft drinks, expressed a better subjective assessment of health (13.90% of participants). It was concluded that most participants had a greater desire to eat and to approach fresh and minimally processed foods, although the participants considered processed and ultra-processed foods more available and affordable. In addition, participants who consumed more fruits and vegetables expressed a better subjective assessment of health.