ABSTRACT
Objective: Understand the factors determining the consumption of organic food in Agreste Pernambucano.
Theoretical Framework: Concern about environmental degradation and unsustainable industrial practices drives the search for organic foods, considered healthier and more sustainable. However, challenges such as high cost and lack of information make this consumption difficult. The relationship between consumer and producer, added to social, cultural and individual factors, becomes essential to drive this demand.
Method: Qualitative research with semi-structured interviews. The data were recorded, transcribed and analyzed using Bardin's content analysis technique (1977).
Results and Discussion: Organic consumption in the region is motivated by support for small producers and the local economy, strengthened by interpersonal relationships with sellers. Furthermore, health, environmental care and the taste of products drive this consumption. However, the lack of information and encouragement from media and decision-makers makes market expansion difficult.
Research Implications: Theoretically, it expands the understanding of organic food and sustainability. In practice, it has the potential to guide producers in developing strategies to strengthen the local market and responsible consumption.
Originality/Value: The research addresses in a pioneering way the conscious consumption of organic products in Agreste Pernambucano, a topic that is still little explored academically.
Keywords: Organic Consumption, Environment, Motivations, Barriers, Wilderness.
RESUMO
Objetivo: Compreender os fatores determinantes do consumo de alimentos orgánicos no Agreste Pernambucano.
Referencial Teórico: A preocupação com a degradação ambiental e práticas industriais insustentáveis impulsiona a busca por alimentos orgánicos, considerados mais saudáveis e sustentáveis. Contudo, desafios como alto custo e escassez de informações dificultam esse consumo. A relação entre consumidor e produtor, somada a fatores sociais, culturais e individuais, torna-se essencial para impulsionar essa demanda.
Método: Pesquisa qualitativa com entrevistas semiestruturadas. Os dados foram gravados, transcritos e analisados por meio da técnica de análise de conteúdo de Bardin (1977).
Resultados e Discussão: O consumo de orgánicos na região é motivado pelo apoio ao pequeno produtor e a economia local, fortalecido pelas relações interpessoais com vendedores. Além disso, saúde, cuidado ambiental e sabor dos produtos impulsionam esse consumo. No entanto, a falta de informações e incentivo de mídias e decisores dificultam a expansão do mercado.
Implicações da Pesquisa: Teoricamente, amplia o entendimento sobre alimentação orgánica e sustentabilidade. Na prática, tem o potencial de orientar produtores no desenvolvimento de estratégias para fortalecer o mercado local e o consumo responsável.
Originalidade/Valor: A pesquisa aborda de forma pioneira o consumo consciente de orgánicos no Agreste Pernambucano, um tema ainda pouco explorado academicamente.
Palavras-chave: Consumo de Orgánicos, Meio Ambiente, Motivacdes, Barreiras, Agreste.
RESUMEN
Objetivo: Comprender los factores que determinan el consumo de alimentos organicos en Agreste Pernambucano.
Marco Teórico: La preocupación por la degradación ambiental y las prácticas industriales insostenibles impulsa la búsqueda de alimentos orgánicos, considerados más saludables y sustentables. Sin embargo, desafíos como el alto costo y la falta de información dificultan este consumo. La relación entre consumidor y productor, sumada a factores sociales, culturales e individuales, se vuelve esencial para impulsar esta demanda.
Método: Investigación cualitativa con entrevistas semiestructuradas. Los datos fueron registrados, transcritos y analizados mediante la técnica de análisis de contenido de Bardin (1977).
Resultados y Discusión: El consumo orgánico en la región está motivado por el apoyo a los pequeños productores y a la economía local, fortalecido por las relaciones interpersonales con los vendedores. Además, la salud, el cuidado del medio ambiente y el sabor de los productos impulsan este consumo. Sin embargo, la falta de información y estímulo por parte de los medios y de los tomadores de decisiones dificulta la expansión del mercado.
Implicaciones de la investigación: Teóricamente, amplía la comprensión de los alimentos orgánicos y la sostenibilidad. En la práctica, tiene el potencial de guiar a los productores en el desarrollo de estrategias para fortalecer el mercado local y el consumo responsable.
Originalidad/Valor: La investigación aborda de manera pionera el consumo consciente de productos orgánicos en Agreste Pernambucano, tema aún poco explorado académicamente.
Palabras clave: Consumo Orgánico, Medio Ambiente, Motivaciones, Barreras, Naturaleza.
1 INTRODUCTION
Population growth has driven the need to expand food production ( Hansmann et al., 2020), the search for accelerated production has led to the adoption of agricultural practices that are harmful to the environment and human health, such as the use of pesticides and chemical fertilizers (Lopes & Albuquerque, 2018; Jensen et al ., 2019; Nagib & Nakamura, 2020).
In 1975, while some countries banned the use of certain pesticides, the National Plan for Agricultural Defensives (PNDA) was created in Brazil, which aimed to increase the production of pesticides in the country, bringing consequences that continue to this day ( Lignani & Brandão, 2022). According to Vasconcelos (2018), Brazil is considered the largest consumer of pesticides in the world in absolute number of uses and the seventh largest consumer when it comes to the use of pesticides per planted area.
As an alternative to avoid the impacts of pesticide use , sustainable agriculture emerged (Miranda-Ackerman & Azzaro-Pantel , 2017). In this modality, several types of species are produced in the same soil, thus ensuring its fertility and replenishing the nutrients lost between one planting and another (Skaf et al ., 2019). Sustainable cultivation is widely used in family farming that values biodiversity and regional culture (Arce et al ., 2016). Organic production is one of the best alternatives for the growth of this agriculture, since it has reduced use of pesticides ( Radwanski et al., 2014; Berchin et al ., 2019).
In addition to boosting family farming, organic production meets a growing demand for healthier and more environmentally responsible foods, arising from the criticality of consumers who recognize the negative impacts of pesticides ( Magistris & Garcia, 2008). These consumers are considered those who reflect on their responsibilities ( Connolly 2008), and despite having a sense of responsibility in common, they have different understandings, cultures and motivations that influence the purchase of these foods ( Feil et al ., 2020).
Consumption patterns vary according to regional culture, making it essential to study the consumption of organic products in inland regions, where the dissemination of information is slower and there is less knowledge about their particularities. ( Sindelar et al ., 2018). Previous studies, such as Andrade and Bertoldi (2012), Durso et al . (2018) and Feil et al . (2020), highlight the influence of culture and local particularities on this behavior. In this scenario, the study is guided by the following guiding question: What are the factors that determine the consumption of organic foods in the Agreste region of Pernambuco?
Organic food production in Pernambuco has been growing exponentially, making it essential to also understand the demand for these foods, especially in the Agreste region of Pernambuco, where the culture of organic food is on the rise and there are still gaps in the literature (Santana, 2022). Therefore, in addition to its academic relevance, this study has social and practical relevance by giving greater visibility to the topic and helping producers and suppliers to understand the market, allowing the creation of strategies to stimulate supply and demand (Santos & Júnior, 2015).
2 THEORETICAL FRAMEWORK
2.1 CONSUMPTION OF ORGANIC FOODS
In contemporary times, the increase in discussions about sustainability has begun to link consumption to various social fields, and its individual practice qualifies several meanings that spark important dialogues, such as the search for consumption that brings benefits to society and the environment (Severo et al ., 2021). In this context, greater awareness about consumption has led to an increase in the demand for organic foods, as consumers begin to value social aspects, such as the absence of pesticides, which also benefit the environment (Pereira et al ., 2015; Miranda et al ., 2021).
This new consumption model is characterized by its focus on utilitarian factors such as health benefits, the environment and product quality, rather than just hedonic factors such as the pleasure of consumption (Lee & Yun , 2014). In parallel, consumers are beginning to understand that they are active agents in the search for sustainable solutions and the reduction of industrial impacts (Santos & Vasconcelos, 2022).
Organic foods tend to be seen as more morally successful foods, as they are a direct challenge to the high level of agrochemical use ( Thogersen Fг al ., 2015; Radojevic et al ., 2021). To be considered organic, these foods cannot contain artificial inputs in their production (Moura et al ., 2020). This practice is based on reducing the use of external waste to a minimum and the exclusion of artificial substances, following standards established by the State ( Borguini & Torres, 2006; Bauainain & Batalha, 2007).
In Brazil, although the consumption of organic products is considered a recent practice (Ferreira & Coelho, 2017), there are regulations that determine that, for foods to be legally considered organic, they must have the certification seal, guaranteeing that their production follows the standards of organic production, as required by Federal Law 10.831 (Brazil, 2003). However, the lack of understanding about this legal information, and the difficulty in perceiving the peculiarities of these foods, cause consumers to only trust the interpersonal relationships developed with producers (Pereira et al, 2015; Buquera & Marques, 2022).
Media reports about the misuse of organic labels also alienate part of the public ( Castaneda , 2012). Therefore , to strengthen trust and attract new buyers, it is essential to promote transparency about all aspects of organic foods ( Karakaya & Aslihan Nasir, 2014; Feil et al., 2020). In the next section, we will discuss the factors that determine the purchase of these foods, considering that to understand the culture of organic food consumption, it is necessary to understand the reasons that lead consumers to acquire them.
2.2 BARRIERS AND FACILITATORS TO THE ACQUISITION OF ORGANIC FOODS
The acquisition of organic foods is determined by issues arising from conscience and may have greater cultural, social or moral weight , reflecting the growing dissatisfaction with conventional production and the search for more conscious consumption ( Castaneda , 2012; Pestek et al ., 2018). However, boosting this market should not only focus on profit, but also on developing environmental awareness that strengthens sustainable consumption (Miranda ef al ., 2021).
Most consumers have limited knowledge about the benefits, characteristics and legitimacy of organic foods (Andrade & Bertoldi , 2012). However, the difficulties transcend this limitation, as even those who consider themselves environmentally and socially conscious face barriers to maintaining consistent consumption ( Feil et al ., 2020). The barriers include the lack of information on identification and marketing, distrust, restricted availability and high cost (Sampaio et al., 2014; Pestek et al., 2018; Feil et al., 2020).
Although Brazil is among the world's leading producers of organic food, the domestic market is harmed by high exports, which reduce supply and raise prices, making it difficult to acquire (Sica & Franco, 2024). This scenario favors informal markets, based on interpersonal relationships without the required certification, facilitating fraud ( Buquera & Marques, 2022). On the other hand, the disclosure of the impacts of pesticides increases the demand for organic products, reinforcing the importance of strategies that highlight their benefits for health, the environment, and social well-being ( Dokic et al ., 2014; Grubor & Djokic , 2016; Moura et al., 2020).
Among the benefits that influence the acquisition of organic products, the improvement in individual and environmental health and the search for feeling morally correct before society stand out ( Aertsens et al ., 2009; Albuquerque, 2013; Pestek et al ., 2015) . Furthermore, the relationship of trust between consumer and producer, strengthened by the informal market, proves to be an essential factor ( Thogernsen et al ., 2015). Promoting awareness and changing consumer behavior, which begins to opt for increasingly conscious consumption, act positively in this process ( karakaya & Aslihan Nasir, 2014; Severo ef al., 2021).
In addition, among other benefits that these consumers seek, are the greater intake of nutrients ( Guyot et al ., 2013), the pleasure and flavor of ingestion ( Aertsens et al ., 2009) and engagement with environmental practices ( Connolly & Prothero , 2008). Finally, regional cultural differences also impact this consumption, making specific studies necessary, as stated by Sindelar (2018), who highlights the importance of analyses located in Brazil due to regional particularities, reinforcing the relevance of this research in the context of Agreste Pernambucano.
3 METHODOLOGY
This research is characterized as a study with a qualitative approach, of the basic type, since this approach seeks to examine in depth a certain social phenomenon (Flick, 2009). The locus of the research is composed of consumers of organic food over 18 years of age, who are residents of the Agreste region of Pernambuco, an area with distinct socioeconomic dynamics and significant potential for sustainable development (Martins & Corteletti, 2022).
Potential participants were contacted through a WhatsApp group message . Data were collected in person using semi-structured interviews (Sampieri, Collado & Lucio, 2013). The interviews were recorded with the participant's prior consent, and the audio recordings were transcribed using a Word file , resulting in a corpus of 88 pages. The interviews lasted an average of 1 hour and 30 minutes each. The script used in the interviews can be seen in Figure 1.
Seven participants were interviewed, and this number was defined using the saturation criterion, which allows the interviews to end when the answers start to be repeated ( Fontanella , Ricas & Turato , 2008). To guarantee the privacy of the participants, codes were assigned, ensuring that their personal data and identifications are not exposed (Thomas & Hodges , 2010). Figure 2 shows the characterization of these research subjects.
After organizing the research corpus , content analysis was used, according to the Bardin model (1977). This is a method that seeks to understand the data through inference. The analysis is divided into three stages: pre-analysis ; exploration of the material ; and finally, treatment of the results and interpretation . The categories for content analysis were also determined. To create these, a mixed grid was used, since even with the categories created a priori , if necessary, they could be modified during the exploration of the material, as shown in Figure 3.
In the first stage, the interviews were pre-analyzed , beginning with a cursory reading of the entire document, making it possible to organize and understand the construction of the reports, enabling the formation of the corpus of analysis (Richardson, 1999). In the second stage, with the exploration of the material, an in-depth reading of the corpus of analysis was performed. In this stage, it was noted that it was not necessary to modify the categories of analysis established a priori and, therefore, the units of meaning were defined with the researcher's inference, based on the recording units, that is, the sentences taken from the interviews ( Bardin , 1977). Finally, the stage of treatment of the results and interpretations was carried out, in which the data were presented in a way that enabled their inference and interpretation ( Bardin , 1977), as explained in the following section of this research.
4 RESULTS AND DISCUSSIONS
4.1 CONSUMER VIEWS ON ORGANIC FOODS
The data found in the research by Sampaio et al . (2014) point to health as the main motivating benefit for organic consumption, although environmental care with soil and biodiversity conservation, as shown in the studies by Silva and Polli (2020), also stands out. In this study, most of the interviewees provided answers in agreement with the literature already studied, reinforcing that the well-being of the environment and health are the main benefits and motivations for consuming organic products, as explained by consumers 3 and 5. However, other benefits and motivations were mentioned, as mentioned by consumer 2 who, in addition to considering it a good habit for health, believes that the distinctive flavor of the food is a benefit and motivation for purchase.
"[...] organic foods are free of pesticides and therefore produce healthier foods, respecting the environment and the lives of consumers." (Consumer 3)
"I am very motivated by knowing that I am taking care of my health and the health of my family, as well as allowing me to put my ecological conscience into practice." (Consumer 5)
"The main benefit, besides the health benefits, is the different flavor of the food. For me, it is more appetizing and this also motivates me to consume more." (Consumer 2).
In addition to the factors already mentioned, a fourth benefit that motivates this consumption was highlighted: support for local producers. According to Durso et al. (2018), for small producers to aim to switch from conventional to organic farming, there must be an increase in local demand. Therefore, it is extremely important to highlight the awareness of the population of Agreste regarding the growth in demand, seeking ways to support local producers and, consequently, the economy, as highlighted below.
"[...] And finally, [...] we benefit small farmers, since we know that in our country, they do not have the incentives they deserve and that it is also our responsibility to value what we have." (Consumer 6)
"As I am a farmer and I also grow food without pesticides, I know how difficult it is to sell them at their different prices, so I am motivated to buy to also help the people who sell them." (Consumer 7)
The particularities of organic foods are essential to differentiate them from conventional foods, especially in places where seals and certificates are not widely disseminated. Terra and Costa (2017) state that many consumers are unaware of the characteristics that prove organicity, and Darolt (2007) highlights a more pronounced flavor as one of these attributes. Most of the interviewees corroborated the literature confirming that the identification of organic foods is mainly based on flavor and durability, factors that are only noticeable after purchase.
"The particularity that I can perceive in organic products is mainly the flavor, the flavor is different, much better [...] because I know the producers very well and go to the field to get them, I trust that they are organic, but if I need to buy them at a supermarket or street market, I won't be able to identify them." (Consumer 1)
Therefore, through the analysis of the view of consumers of organic foods in Agreste, it is noted that the data found are in line with the literature studied and add other information, such as support for producers being a source of motivation for consumption in the Agreste region. Some consumers highlighted, in this section, their dissatisfaction with not feeling safe when purchasing organic products.
4.2 INFLUENCE OF THE RELATIONSHIP BETWEEN CONSUMER AND PRODUCER OR SELLER ON ORGANIC CONSUMPTION
For Buquera and Marques (2022), consumers of organic foods value interpersonal relationships with their producers, which translates into full confidence that the foods are originally organic, especially when the culture of seals and certificates is not established. Corroborating this, the majority of respondents in this survey stated that the main advantage of buying from the same place is the confidence in the validity of the food, which is based on interpersonal relationships that lead to customer loyalty, as shown by consumers 1 and 7.
"When I see the produce because I have access to the field, I don't have the same doubts that I have at the market. I can't trust the market and the fairs. I can't be sure that it's organic until I take it home and eat it. It's very difficult to trust these places, because people there just want to sell ." (Consumer 1)
"The advantage is that when I know the seller and know how he grows the food, it becomes easier to trust and always buy from him, because many times I have bought at the market trusting the seller and when I saw how long the food lasted, 1 realized that he lied [...], here you can't trust without knowing." (Consumer 7).
Only one of the respondents stated that interpersonal relationships are not an advantage that determines the place of purchase. According to the interviewee, he prefers to buy in markets or fruit and vegetable stores where it is possible to see the seals that, for him, prove the organic validity of the food, as elucidated by the statement below:
"I usually buy from supermarkets or fruit and vegetable stores when I see that the food has the seal, right here in Caruaru. But I don't think it's advantageous to always buy from the same place. It would be good if more places adopted the seals so that we could research and find better deals [...] I can't buy just by trusting the word of a salesperson." (Consumer 2)
Regarding the opinions of sellers as a decisive point in choosing food, it was noted, once again, that the relationships of trust, cited by Makatouni (2002) and Buquera and Marques (2022), are also strengthened in this theme, and that it is one of the highlights for the purchase and consumption of these foods in the region, as highlighted in the following excerpts.
"Usually, the vendors themselves produce the food and take it to the market to be sold [...] I feel safe consuming it and trusting their recommendations." (Consumer 3)
"The opinion of the sellers influences me a lot, because they know which foods are best, so most of the time I let them choose." (Consumer 5)
Boas and Pimenta (2008) point out that some consumers prefer to buy directly from producers, feeling safer and better informed, while Krischke and Tomiello (2009) observe that others buy by induction, without seeking clarification about the validity of organic food. In general, consumers in this research, regardless of direct access to producers, agree that knowing the cultivation increases their security in purchasing, leading them to ask questions to confirm the organicity of the products, as shown in the statements of consumers 1 and 4.
"Since I have access to the producers, I have already asked them questions about the cultivation [...] how they dealt with pests without being able to use pesticides and what the whole process is like. [...] all the questions directly with the producer help to build trust, because if I can't trust them I won't come back to buy again, it's a high investment, which requires planning, you can't invest without being sure that they are correct." (Consumer 1)
"I don't have much information about the cultivation, but if I did, I would try to find out how it is fertilized and where the water used for irrigation comes from." (Consumer 4).
Thus, it is worth highlighting that, in general, the relationships of trust created between sellers or producers and consumers are a characteristic that directly influences the purchase and, consequently, the consumption of organic products in the region studied. Furthermore, it is also noted that the culture of guarantee seals for organic products is not yet widespread, which further strengthens the purchase through interpersonal relationships, as will be explained in the next category.
4.3 ACCESS TO INFORMATION ON ORGANIC FOOD AND INCENTIVES IN THE AGRESTE REGION OF PERNAMBUCO
According to research conducted by Darolt (2007), the only way to confirm whether a food is truly organic is through the seals and certificates that guarantee the quality of the product. Furthermore, according to his theory, there are more than 20 types of certificates in force in Brazil. However, there is a lack of information about these certificates, as theorized by Moura et al . (2020). In this research, when asked about the seals and certificates of organic foods, most respondents showed that they were aware of their existence, but did not know how to recognize them or did not have access to them, therefore having limited knowledge on the subject, as the following excerpts elucidate:
"The first time I heard about these seals was during a technical visit I made to Sanhacu, but I never noticed their presence here in the region, when it comes to food for domestic consumption." (Consumer 1)
"As I live in a small town, I buy because I trust the people who produce and sell the product. I have even watched some reports about it, but where I buy these seals are not used [...]." (Consumer 3)
However, consumer 2 states that it is possible to find foods with these seals in large supermarket chains and also in fruit and vegetable stores that have a space dedicated solely to these foods, as explained in the statement below:
"[...] initially I spent a lot of time in Recife and there is a great organic market there, but when I started spending more time here in Caruaru, I looked for places where I could find organic products with the verification seal and I found them in some supermarkets and fruit and vegetable stores ." (Consumer 2)
According to Lins (2019), the exaggerated prices and the lack of dissemination of information about organic foods make them unattractive to some audiences. There is a lack of public incentives to strengthen production and improve supply prices, in addition, there is a deficit in the dissemination of the benefits of consumption, making it necessary to raise awareness among the population about these benefits ( Maas et al., 2020). The lack of incentives and disclosure was perceived by all consumers interviewed in the Agreste region of Pernambuco, who consider this gap a factor that hinders consumption and increases demand for these foods. As elucidated in the excerpts below:
"I am not aware of these public policies and disclosures [...], I do not see any incentives or programs that are aimed at the consumption of these foods." (Consumer 3)
"There is no such incentive, [...] not even for production, producers are forgotten by the government, precisely because they do not bring as much profit to the government as processed foods, there is no reason to encourage consumption either, [...] the media that profits a lot from agribusiness, has no concern for the consumer." (Consumer 6).
Among the greatest difficulties in using organic products in the daily diet are the low availability in the market, high prices and lack of knowledge about the benefits, which are demotivating and devaluing factors ( Antonioli et al., 2021). In addition to these aspects, Feil et al. (2020) portray the difficulty in finding these products safely. The interviewees report that, also in the Agreste region, organic foods are not easily accessible to everyone. However, although they agree that the prices are high, they consider them fair, due to the lack of incentives that, in turn, should come from decision makers, as stated by consumers 1, 2 and 6.
"[...] here in the region it is very difficult to find and they do not always sell in reliable places. Our region does not have this widespread consumer culture [...] the prices are fair because there is no government incentive." (Consumer 1)
"I really believe that it is not easily accessible to everyone, I don't see much local promotion of these foods [...] the prices are higher than conventional ones, but due to the quality of the product I think they are fair." (Consumer 2).
"[...] the prices are fair, despite being expensive, because these products do not have any type of incentive. But this means there are fewer consumers, [...] it is not the type of product that everyone knows." (Consumer 6).
One of the consumers reported that there are organic fairs in his city organized by the city government, but they are not publicized as they should be, and only take place one morning and only once a week. However, it is possible to consider that current regional characteristics make it difficult to consume organic foods, especially due to the lack of support for producers and the existence of problems in disseminating information that, in turn, helps consumers find the foods and motivates them to consume them.
4.4 CONSUMERS AS AGENTS INFLUENCING THE CONSUMPTION OF ORGANIC FOODS
According to Oliveira and Barbosa (2019), the best way to influence healthy eating is through practical example and by disseminating information about its benefits for health and the environment. For Pereira et al. (2015), modern consumers are also influenced by environmental well-being, and these foods have a positive impact on personal health ( Connolly , 2008). The interviewees reinforce these findings, as they believe in the benefits to the environment and health. In addition, they use these factors to raise awareness among other consumers and consider example to be an effective form of encouragement, as evidenced by the following excerpt: "In my opinion, the best incentive is example, people saw how much my life changed and improved after I started prioritizing this consumption (Consumer 1)."
"[...] I try to convey to people the benefits of organic foods, as they prevent future health problems, strengthen agriculture and consequently make our Planet more sustainable." (Consumer 3)
"It's very good for your health because you don't ingest these poisons that cause so many diseases. I also plant [...], near the river and I know that using pesticides, everything becomes contaminated and sick [...] that's why I always talk to my family about consuming these foods." (Consumer 7)
The high prices of organic foods limit their audience ( Hughner et al. , 2007), but it is believed that increased demand could reduce these prices ( Aertsens et al., 2009). A major challenge is finding the ideal advertising to add value to the product and reach all audiences. Fázzio and Rodrigues (2019) state that professionals in the field must balance economic perspectives with social and environmental well-being. The consumers interviewed agree that the consumption of organic products is still aimed at higher classes, but they argue that advertising and public incentives can increase demand, as explained by consumers 2 and 7.
"These foods should be available to all groups, as it is something that benefits everyone, but the lack of knowledge and public incentives hinders the dissemination of these customs [...] I believe that ideal advertising should happen through awareness of the nutritional and environmental benefits, showing that these foods should be on every table." (Consumer 2).
"I think these foods are for those who have a better financial situation, because they are not as cheap as normal foods." [...] (Consumer 7).
From this perspective, it can be seen that consumers in the region seek to influence other people and believe that these foods should be aimed at all audiences, as they are good for society as a whole. Therefore, they advocate that there should be advertising that is aimed at all audiences, demystifying the social class of consumption and, in addition, that there should also be public incentives, so that, in this way, demand can be increased.
5 CONCLUSION
This study aimed to identify the determining factors for the consumption of organic foods in the Agreste region of Pernambuco. To achieve this purpose, a qualitative approach was adopted, conducting seven interviews for data collection and applying content analysis to interpret the results.
Based on the findings of this research, it can be inferred that the main contribution is to understand how this practice is established in the region, showing that, for the most part, consumption occurs unconsciously regarding the specificities of these products. This phenomenon is due to the lack of consolidated and accessible information, exposed by the selftaught and individualized search for information about the benefits and characteristics of these foods.
The main barriers identified include lack of information, uncertainty about the validity of food, high prices that discourage consumption by all social classes, and especially the absence of public and private incentives that facilitate both the production and dissemination of the benefits and characteristics of organic food. Consumers' knowledge about the meaning of organic food and its certification seals is limited, which highlights the fact that, in the region, food consumption is based on interpersonal relationships of trust created between producers/sellers and customers. Furthermore, it is worth noting that consumers lack confidence in making purchases in supermarket chains, and therefore, street markets are consolidated as the main points of purchase.
Other factors that also stood out as determining factors for purchasing these foods include: the desire to act more consciously regarding individual health and the environment, the strong flavor of the foods, the preference for buying from small local producers and the trust placed in them. In terms of practical implications, the results suggest the need to invest in social marketing actions that explore the healthy lifestyle and regional benefits of buying from local producers, in addition to investment by the public sector, with the aim of supporting producers and, thus, disseminating information about the benefits and particularities of organic food.
Despite the progress, the research has limitations, such as the small sample and the limited geographic scope. Therefore, it is recommended that future research include analyses with greater representativeness, expand the geographic scope and involve all stakeholders in the organic food chain, so that the mechanisms that influence consumption can be further understood.
ACKNOWLEDGMENTS
This work was carried out with support from the Pernambuco Science and Technology Support Foundation (FACEPE).
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Abstract
Objective: Understand the factors determining the consumption of organic food in Agreste Pernambucano. Theoretical Framework: Concern about environmental degradation and unsustainable industrial practices drives the search for organic foods, considered healthier and more sustainable. However, challenges such as high cost and lack of information make this consumption difficult. The relationship between consumer and producer, added to social, cultural and individual factors, becomes essential to drive this demand. Method: Qualitative research with semi-structured interviews. The data were recorded, transcribed and analyzed using Bardin's content analysis technique (1977). Results and Discussion: Organic consumption in the region is motivated by support for small producers and the local economy, strengthened by interpersonal relationships with sellers. Furthermore, health, environmental care and the taste of products drive this consumption. However, the lack of information and encouragement from media and decision-makers makes market expansion difficult. Research Implications: Theoretically, it expands the understanding of organic food and sustainability. In practice, it has the potential to guide producers in developing strategies to strengthen the local market and responsible consumption. Originality/Value: The research addresses in a pioneering way the conscious consumption of organic products in Agreste Pernambucano, a topic that is still little explored academically.