Do hippie ao chic: os signos do consumo de cestas de alimentos orgânicos

Abstract

Based on the idea that the world we live in, according to Solé (2008), is organized by and for the company and that the so-called entrepreneurship of the world has been impacting individual consumption relations and modifying them, the purpose of this dissertation is to analyze the meanings of the consumption of organic food baskets with delivery/delivery, in the city of Pelotas/RS. According to Baudrillard (2008), consumption is a systematic activity of manipulation of meanings, with a greater emphasis on expressiveness and not on its functional aspects, having value only while interacting with the world where it exists and where it means something. Thus, the present work was based on the author's proposal: to analyze consumption from the perspective of meaning and communication and as a process of classification and social differentiation (BAUDRILLARD, 2008). For this to happen, two companies located in Pelotas/RS that sell organic food baskets with delivery/delivery service, called Naturalis and Casa Orgânica, were analyzed. In addition, customers/consumers of these organizations were interviewed, in order to highlight the meanings on both the supply and demand sides. More interested than nourishing the body and feeding themselves, these consumers, according to the data collected, are in search of the signs marketed by these companies, which are: differentiation; scarcity; health and wellness; care and self-care; affection and affection; environmental awareness; change; trust and provenance; visual appeal; comfort; happiness; and the lifetime, which, it seems, is the most important of the identified signs. In people's daily lives, where routines are taken up by various activities, those who make this type of choice save time when they don't need to go to the market or the supermarket, as they receive their food in the comfort of home. In addition, you save time when you consume these products, foods considered healthier, which provide the consumer with more health, more quality of life, more time, more longevity.