Da terra à mesa : narrativas de consumidores sobre motivação de escolhas alimentares em duas feiras agroecológicas de Recife - Casa Forte e UFPE/CCSA

Abstract

The present work had the objective of analyzing the consumer profile and its motivation for organic food consumption offered in two agroecological open markets in Recife: UFPE / CCSA and Casa Forte. To do so the general objective is subdivided into three specific objectives: 1) to verify how the consumer profile can influence their buying motivations; 2) establish elements of identity and culture that influence consumer behavior in agro-ecological open markets; 3) present and discuss the process of initiation and diversification of agroecological open markets in the Political Administrative Regions (RPA) 3 and 4 of the city of Recife. Thus, this study turns to questions related to food consumption in contemporary society, characterized as a consumer society, as referred to by Jean Boudrillard (2010), Livia Barbosa (2004), Fatima Portilho (2005), among other scholars / researchers. This dissertation presents data, through a case study - in the form of an explanatory research form developed in two very close cities of the Pernanbuco State: Casa Forte and Cidade Universitária. The methodology used was from a participant observation and the interview was built with semi structured scripts, which were discussed in the light of some concepts of discourse analysis. For the operationalization of the research objectives, two interview scripts were used, one for the consumers as a way of responding to the first and second specific objectives, and another one for the farmers who helped to respond to the third specific objective. In total we interviewed 20 people, 12 consumers, 7 at UFPE / CCSA and 5 at Casa Forte, and 4 producers at each open market. The results show that the consumers surveyed are mostly female and adults, ranging in age from 40 to 69 years old, and more than 80% with higher education, including postgraduate studies. The majority pointed out that the profession influenced to some extent the motivation from food consumption at the open markets, although the strongest criterion we observed in several consumer and producer statements was the health aspect, with an emphasis on individual health, collective and environmental. Many consumers have expressed their concern about the collective health aspects of family, friends and family farmers. In addition to the criterion presented above, we mention other factors that we identify in the speeches: strengthening family farming, the arrival of children, close relations established with fairgrounds, fresh food with durability and quality, access to information on type and the origin of food, products without pesticides, among other factors, make the agroecological open markets considered a sustainable market, since they can be bought directly from the producer, and the gears that sustain it as a business do not cause an imbalance of nature. Finally, through the process of data collection, verification and analysis of the results of the research, it is intended that the work can deepen the debate on the practices of food consumption in contemporary society, guide other studies related to the subject, as well as to promote a fruitful discussion based on the public policies that turn to these themes, which we know is of public and private interest for the social and environmental development of society.