Comercialização de produtos agroecológicos e marketing: conhecendo o consumidor e promovendo a agroecologia

Abstract

The production of sustainable food is imperative for the sustainability of agroecosystems, requiring actions that establish solid marketing environments, strengthening relationships between farmers and consumers. The objective of this study was to identify the marketing strategies used by farmers at the Caroá agroecological fair, associated with the perception and profile of the consumer of these places and to identify their weaknesses and opportunities. The research carried out is of an exploratory type, with a marketing orientation, using the interview technique and a semi-structured questionnaire as a collection instrument. 17 questionnaires were applied, with five face-to-face interviews and twelve carried out online, during the month of November 2019. The interviews were divided into two parts, one for the socioeconomic characterization of the interviewees, and a second part for the questions that answered to the research objectives. For socioeconomic data, descriptive statistics were used for the organization and interpretation of data and for the others, content analysis. Consumers were characterized predominantly as females, most of them aged between 31 and 40 years old, with an average income of 4 minimum wages, and with complete higher education. It was possible to identify the perception of marketing actions by consumers such as price and product quality and good service. The most efficient means of prospecting for new customers is through 'word of mouth' and social networks, both from consumers at the fair and through networks maintained by the farmers' association. As main obstacles are the non-recognition of the agroecological product, the low variety on offer and access to these products, indicating that there is room for the expansion of fairs in other neighborhoods. These consumers associate mainly in pools, that is, through the idea of seeking healthy eating and living habits. Issues associated with the solidary, social and ecological economy are present within the scope of the values associated with the products, but what is clear is that although these are reinforcing stimuli for consumption, what motivates them is the pursuit of healthy eating.