Feira virtual Bem da terra e mercados de proximidade: uma análise a partir da perspectiva orientada pelo ator

Abstract

This dissertation was built from reflections arising from the difficulty faced by family farmers in carrying out the production. The markets for family farming have several faces and significant advances have been observed in the last two decades when it comes to public policies in Brazil. However, the scopes of these policies, as well as of the markets, are limited. In this sense, it is possible to observe groups of family farmers who create their own marketing mechanisms. This work has as object a market mechanism called Feira Virtual Bem da Terra, which was created in December 2014 and has proposal for virtual marketing and distribution through a Group of Responsible Consumers in the municipality of Pelotas - RS. The projects in relation to the format that the Feira Virtual intended to assume did not materialize, as well as the objectives related to the dimensions it reaches in terms of consumption, production and distribution. The main objective of the work was based on understanding the characteristics of the process that led the actors involved to consumption and production attitudes that made it impossible to reach the marketing goals projected for Feira Virtual Bem da Terra, but at the same time allowed the their permanence, even if without financial autonomy. To achieve this objective, we sought to: (a) understand the individual and collective projects of the actors in the arenas of producers, consumers and Incubators; (b) assessing the relationship between individual and collective projects in consumer and producer arenas with the consumption dynamics found; (c) understand which and how the strategies were built from the dynamics of average consumption and the number of consumers in the different arenas from the agency of the actors. In order to better understand what was proposed, the theoretical contribution of the Actor-Oriented Perspective (POA) was used as a central analysis tool and in a transversal way, the economic theory, the markets and the understanding of the orientations about consumption as a movement. The study was carried out with actors from three municipalities in the state of Rio Grande do Sul-Brazil, among which are Canguçu, Morro Redondo and Pelotas, in a total of 11 interviewees among producers, consumers and members of incubators. Data collection was carried out through an interview with a semi-structured script and, subsequently, the discourse analysis was performed. The research presents as characteristics: case study, exploratory-descriptive, explanatory, and qualitative. The results showed that farmers are immersed in the universe of production and focused on their social reproductions, which made it difficult for them to carry out more effective participation. Consumers have different levels of socioenvironmental sensitivity, which has meant that, on the one hand, many have abandoned the proposal over time, on the other hand others have embarked in order to guarantee the continuity of the Feira Virtual together with the incubators until the end of the incubation, although without financial autonomy.