Uma análise sociológica sobre o consumo de alimentos orgânicos a partir das representações sociais dos consumidores da feira orgânica do bairro Barro Vermelho em Vitória-ES

• Autor(a) principal: Bernardino, Renata Venturim
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Espírito Santo (riUfes)
• Texto Completo: http://repositorio.ufes.br/handle/10/1537
• topic: organic food; consumption; social representations; risk; confidence; consumo; risco; Consumo (Economia); Representações sociais; Risco - Aspectos sociológicos; Confiança; Alimentos orgânicos; Ciências Sociais; Alimentos naturais; 316

The dissertation proposes to present a sociological analysis of the consumption of organic food in Brazil in dialogue with empirical research results conducted with consumers of the first organic fair arised in Grande Vitória, located since 2002 in Barro Vermelho, Vitória city – ES. The research question that the work aims to answer is whether the consumption of organic food refers not only to the individualizing dimension, but also the collective dimension. The research had as main goals: to raise the socioeconomic profile of consumers of this fair and analyze its social representations about the organic foods. This academic research, of theoretical and empirical nature, was based on secondary and primary sources, collected between the years 2013 and 2015, through documentary, bibliographic and empirical researches. To collect data of consumers surveyed earned were used, in 2014, mainly, two instruments: the on-line form and the questionnaire applied in loco, and the treatment of the content of the answers occurred through the content analysis. As a theoretical framework, we have used a hybrid theoretical approach, with brief elementary propositions of the Social Representations Theory, some studies of Social Sciences of the Environment and Consumer Affairs, some studies based on the constructivist perspective of risk and reflexivity of modern social life, as well as the approach of some authors of cultural anthropology and other authors that are embedded in an approach called “post-humanism”. From the development of data (qualitative and quantitative) collected by the on-line form, filled by 45 customers, the application of questionnaire in loco to a hundred consumers and the use of qualiquantitatives analysis, were indicated four dimensions of the social representations of organic food – natural, social, political and economic. These dimensions are interrelated and congregate significant elements (words, terms or phrases) evoked by consumers, revealing about these social subjects, as they ascribe meanings to organic food, but also reveal the social and cultural conditions of production of meaning, that allowed us to show that their positive social representations concerning these foods account the conditions of human existence. The results point to the need to expand the public debate about the consumption of organic and encouragement and governmental support to the expansion of organic trade to the population.