Objective: This present work seeks to analyze the influence of utilitarianism and hedonism on the consumption of lamb meat in a producing region of the state of Rio Grande do Sul, Brazil. Furthermore, we sought to build scenarios as a way to project the probability of increasing the consumption of lamb meat due to the hedonic and utilitarian behavior of consumers.
Method: This is an exploratory, descriptive study, with a quantitative approach. The method used was the Survey, through a structured questionnaire applied to a sample of 193 lamb meat consumers. The research instrument was composed of sociodemographic variables, frequency of lamb meat consumption, four variables referring to utilitarianism, and four variables related to hedonism. Data analysis was performed using descriptive statistics, and a logistic regression model.
Originality / Relevance: The originality of this paper focuses on the analysis of lamb meat consumption, - a theme that still lacks research in Brazil - focusing on the utilitarian and hedonic determinants of seasonality of consumption. In a practical way, this paper will contribute to a greater observance of the way people perceive consumption, and it may help brand managers to define strategies and actions aimed to the production and sales of lamb meat.
Results: The research evidence indicates that utilitarian and hedonic behaviors may contribute to a more frequent consumption of lamb meat, especially the hedonic variables, which presented a greater influence. This fact is due to the lamb meat being associated with taste and pleasure of the consumer's experience.
Theoretical / methodological contributions: As a scientific contribution, it shows that even products considered for basic consumption can provide hedonism, which demonstrates the possibility of adding value to basic necessities products.
; Gustavo da Rosa Borges