CATTLE FARMERS’ DECISION-MAKING PROCESS REGARDING HERBICIDE FOR GRAZING IN BRAZIL
This article aims to characterize cattle farmers’ decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the country-of-origin attribute; heuristics and biases that have...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Estadual de Maringá
2020-09-01
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| Series: | Caderno de Administração |
| Subjects: | |
| Online Access: | http://www.periodicos.uem.br/ojs/index.php/CadAdm/article/view/53291 |
| Summary: | This article aims to characterize cattle farmers’ decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the country-of-origin attribute; heuristics and biases that have a psychological approach; and values that are predominant in cattle farmers, also with a psychological approach (HOMER; KAHLE, 1988; GUTMAN, 1982). The methodology consists of two stages. The first one has a qualitative approach using three methods: Products Image Configuration (PICT), Laddering and Conjoint Analysis, and the second stage is through an online survey with 75 cattle farmers. Finally, based on the results, cattle farmers’ decision-making model regarding herbicide for grazing in Brazil is proposed including: values; heuristics and biases prevalent; attributes that make up the image of the herbicide; set of preferred attributes and their corresponding levels; resulting factors of decision-making; and segments of cattle farmers. |
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| ISSN: | 1516-1803 2238-1465 |