Consumer behavior for the purchase of familiar agriculture products through electronic commerce

The study aims to characterize consumers at rural producers' fairs and consumers who already have the habit of buying through electronic commerce in the municipalities of Marechal Cândido Rondon, Toledo, Cascavel, in the West region, in the State of Paraná. More comprehensively, the study aims to understand consumer behavior regarding the motivations that lead them to buy over the internet and the perception of online purchasing products from familiar farming. The survey is divided into two stages, for the first stage a semi-structured questionnaire was used, which was applied to 69 consumers at the fairs of the rural producer in the respective municipalities. For the second moment, the exploratory methodology and the Survey method were used, based on a questionnaire, applied to a sample of 384 individuals using the Google Forms® tool. The results show that there are few online consumers who have purchased products from familiar farming over the internet, and none of the consumers at the fairs have purchased products from familiar farming over the internet. However, the majority of consumers, both online and consumers at the fairs are interested and / or, consider it possible to purchase these products through the online market. Therefore, it is concluded that e-commerce in familiar farming is innovative, normally negotiated by an intermediary; however, it presents itself as a promising market, given the needs of those investigated.