Beyond supermarkets: new strategies in the world of organic food in Brazil
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Data de Publicação: | 2020 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Política & Sociedade (Online) |
Texto Completo: | https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p87 |
Resumo: | This article analyzes new organic food companies in Brazil that, inspired by alternative experiences, emerge as facilitators for the relationship between consumers and producers by offering box scheme signatures and by professional use of the internet. Our fieldwork comprises interviews with these companies’ managers and industry representatives, analysis of online advertising and media publications. In the first part, we discuss relevant sociological literature on this theme. In the second part, we analyze how these companies operate and use the internet; how they perceive consumers; how they mediate the relationship between consumers and expert knowledge on consumption, risk and food law; and how trust relationships work. We conclude that digital technologies help coordinate these companies’ operations and build consumer trust in their services. We also note that these companies have developed hybrid supply chains and had to devise strategies to address supply problems, trust issues and customer dissatisfaction. |
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oai:periodicos.ufsc.br:article/70630 |
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Política & Sociedade (Online) |
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Beyond supermarkets: new strategies in the world of organic food in BrazilAlém dos supermercados: novas estratégias no mundo dos alimentos orgânicos no BrasilThis article analyzes new organic food companies in Brazil that, inspired by alternative experiences, emerge as facilitators for the relationship between consumers and producers by offering box scheme signatures and by professional use of the internet. Our fieldwork comprises interviews with these companies’ managers and industry representatives, analysis of online advertising and media publications. In the first part, we discuss relevant sociological literature on this theme. In the second part, we analyze how these companies operate and use the internet; how they perceive consumers; how they mediate the relationship between consumers and expert knowledge on consumption, risk and food law; and how trust relationships work. We conclude that digital technologies help coordinate these companies’ operations and build consumer trust in their services. We also note that these companies have developed hybrid supply chains and had to devise strategies to address supply problems, trust issues and customer dissatisfaction.Este artigo analisa novas empresas de alimentos orgânicos no Brasil que, inspiradas em experiências alternativas, emergem como facilitadoras da relação entre consumidores e produtores, ofertando assinaturas de cestas e utilizando a internet profissionalmente. O trabalho de campo compreende entrevistas com representantes dessas empresas e entidades do setor; análise de publicidade online e publicações na mídia. Na primeira parte do artigo discutimos literatura sociológica relevante sobre o tema. Na segunda, analisamos o funcionamento dessas empresas e usos da internet; percepções sobre o perfil dos clientes; a mediação das empresas entre consumidores e conhecimentos peritos sobre consumo, riscos e legislação alimentar; e relações de confiança. Concluímos que tecnologias digitais coordenam o funcionamento das empresas, sua publicidade e contribuem para gerar confiança nos serviços; observamos que tais empresas contam com cadeias híbridas de fornecimento e que precisaram criar estratégias para enfrentar problemas no fornecimento, confiança (em produtores, de consumidores) e insatisfação de clientes.Universidade Federal de Santa Catarina (UFSC)2020-04-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p8710.5007/2175-7984.2020v19n44p87Política & Sociedade; Vol. 19 No. 44 (2020); 87-116Política & Sociedade; Vol. 19 Núm. 44 (2020); 87-116Política & Sociedade; v. 19 n. 44 (2020); 87-1162175-79841677-4140reponame:Política & Sociedade (Online)instname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p87/43476Copyright (c) 2020 Política & Sociedadeinfo:eu-repo/semantics/openAccessDavid, Marília LuzGuivant, Julia S.2020-06-04T15:27:57Zoai:periodicos.ufsc.br:article/70630Revistahttp://www.periodicos.ufsc.br/index.php/politicaPUBhttps://periodicos.ufsc.br/index.php/politica/oai||ernesto.seidl@ufsc.br|| ps@cfh.ufsc.br2175-79841677-4140opendoar:2020-06-04T15:27:57Política & Sociedade (Online) - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Beyond supermarkets: new strategies in the world of organic food in Brazil Além dos supermercados: novas estratégias no mundo dos alimentos orgânicos no Brasil |
title |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
spellingShingle |
Beyond supermarkets: new strategies in the world of organic food in Brazil David, Marília Luz |
title_short |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
title_full |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
title_fullStr |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
title_full_unstemmed |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
title_sort |
Beyond supermarkets: new strategies in the world of organic food in Brazil |
author |
David, Marília Luz |
author_facet |
David, Marília Luz Guivant, Julia S. |
author_role |
author |
author2 |
Guivant, Julia S. |
author2_role |
author |
dc.contributor.author.fl_str_mv |
David, Marília Luz Guivant, Julia S. |
description |
This article analyzes new organic food companies in Brazil that, inspired by alternative experiences, emerge as facilitators for the relationship between consumers and producers by offering box scheme signatures and by professional use of the internet. Our fieldwork comprises interviews with these companies’ managers and industry representatives, analysis of online advertising and media publications. In the first part, we discuss relevant sociological literature on this theme. In the second part, we analyze how these companies operate and use the internet; how they perceive consumers; how they mediate the relationship between consumers and expert knowledge on consumption, risk and food law; and how trust relationships work. We conclude that digital technologies help coordinate these companies’ operations and build consumer trust in their services. We also note that these companies have developed hybrid supply chains and had to devise strategies to address supply problems, trust issues and customer dissatisfaction. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-04-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p87 10.5007/2175-7984.2020v19n44p87 |
url |
https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p87 |
identifier_str_mv |
10.5007/2175-7984.2020v19n44p87 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2020v19n44p87/43476 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Política & Sociedade info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Política & Sociedade |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina (UFSC) |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina (UFSC) |
dc.source.none.fl_str_mv |
Política & Sociedade; Vol. 19 No. 44 (2020); 87-116 Política & Sociedade; Vol. 19 Núm. 44 (2020); 87-116 Política & Sociedade; v. 19 n. 44 (2020); 87-116 2175-7984 1677-4140 reponame:Política & Sociedade (Online) instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Política & Sociedade (Online) |
collection |
Política & Sociedade (Online) |
repository.name.fl_str_mv |
Política & Sociedade (Online) - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
||ernesto.seidl@ufsc.br|| ps@cfh.ufsc.br |
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1789435206203080704 |