Análise do perfil, das preferências e motivações dos consumidores de produtos agroeológicos de Santarém - Pa sob a prespectivada economia das convenções

Abstract

The consumption of agroecological products guided by concerns about the health of the population and the planet has shown significant growth over the last few years, either as a result of public policies or specific actions by various entities and institutions, which are counterpoints to traditional methods of production and consumption, associated with the great food empires and a series of social and environmental problems they cause to the planet. Thus, based on the recognition of these differences between the modes of consumption, given their cognitive and evaluative character and the alternative experiences developed at national, regional and local levels, with emphasis on the actions of the UFOPA's Incubator of Solidarity Economic Enterprises (IECOSOL), that this work aims to analyze the behavior of consumers of agroecological products in Santarém – PA, it was necessary: a) to present the discussions regarding the economy of conventions; b) descriptively analyze the profile of consumers of agroecological production in the municipality, and; c) identify the motivations that guide and influence consumers' preferences in choosing, or not, agroecological products. In this way, we tried to answer what is the profile, preferences and motivations of consumers of agroecological products in Santarém? Using applied research, of a mixed nature, and, therefore, a quantitative and qualitative approach, through a survey of bibliographic material on the themes discussed here and a field survey, through the application of an online questionnaire with the target audience constituting a sample of 83 consumers. The results show a group of consumers closely driven by women, with a predominant age group from 21 to 30 years old, with a high level of education. Consumers tend to consume mainly vegetables, fruits and eggs, preferring fairs as a commercial space and pointed out as the main motivators in choosing these places the quality and origin of the products, and also because they are strategically close to work or residence. These choice motivations already guide consumption endowed with intangible values attributed to products, being possible to confirm when it is verified that the consumption motivations and the image that consumers have of these goods is associated with beneficial health, care for the environment and without pesticides. In other words, a different mode of consumption from the traditional one, given that it moves away from neoclassical theories and is directly oriented by the cognitive and evaluative aspects of the agents, who go to the market not only to buy a good, but also to position themselves in the market, it as singular among the others, requalifying and attributing symbologies to it, agreeing for consumption according to the interests and common good of the group and not of an isolated individual, thus characterizing a consumption of agroecological products directly related to the principles of sustainability and justice social.