Bontempo, Paulo César2026-06-082026-06-082026TAMBASCO JÚNIOR, Roberto Lauro. Comportamento e perfil do consumidor de hortaliças em Rio Verde - Goiás. Goiânia (GO), 2026. 56 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.http://repositorio.unialfa.com.br/handle/123456789/790This study aimed to investigate the determining factors of the intention to purchase hydroponic vegetables in the municipality of Rio Verde, Goiás. To achieve this goal, a conceptual model was structured based on the expanded Theory of Reasoned Action, which incorporated the constructs of Environmental Concern and Ethical Evaluation into the traditional factors of Attitude and Subjective Norms. The research has a quantitative, descriptive approach, with data collected through a structured questionnaire using a 5-point Likert scale, applied to a sample of 286 local consumers. Statistical analysis and hypothesis validation were performed using Structural Equation Modeling. The results showed that Ethical Evaluation acts as the main driver for converting interest into Purchase Intention, this facet being strongly influenced by the individual's prior and personal Attitude. On the other hand, hypotheses that postulated direct relationships between environmental concern and ethical judgment and purchase intention were rejected, demonstrating that an abstract ecological discourse is not sufficient, by itself, to mobilize purchases in the analyzed market. It was also found that subjective norms function as a primary trigger in the construction of the consumer's environmental awareness. It is concluded that managerial and marketing strategies for hydroponics should not focus solely on the banner of nature preservation, but need to be made tangible in ethical value, highlighting the direct health benefits (absence of pesticides) and the family well-being that the product delivers.ptComportamento do consumidor - Intenção de compraHortaliças hidropônicasTeoria da Ação Racional (TAR)Teoria da Ação Planejada (TAP)