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A coordenação do sistema agroindustrial do tomate orgânico no estado de São Paulo e o comportamento do consumidor
| Content Provider | Semantic Scholar |
|---|---|
| Author | Rezende, Christiane Leles |
| Copyright Year | 2003 |
| Abstract | Rezende, C.L. Coordination of the organic tomato agroindustrial system in the State of Sao Paulo and consumer behavior. Sao Paulo, 2003. [Master Dissertation – FCF – FEA – FSP/USP]. Concerned with food safety, consumers all over the world are paying price premiums for “natural foods”, supposedly free of any type of contaminant. In this scenario, the so-called organic agriculture is developed. This research analyzes the agroindustrial system of the organic salad tomato in the State of Sao Paulo, through two prisms: consumer behavior, that is, what the consumer expects from this product, and how this agroindustrial system is coordinated in order to satisfy the consumer. The first part of the research involves the analysis of the attributes valued by the consumer of organic tomato, with a view to showing whether or not the hypothesis that he or she pays a higher price in order to consume a safe product is correct. To this end, an empirical survey was conducted on consumers, based on the method of Conjoint analysis. The second part of the research consists of a description and analysis of the governance structure of this system, with the objective of identifying coordination mechanisms adopted to guarantee the authenticity and innocuity of the produce, intrinsic benefits not easily observable, but that are demanded by the consumers of organic tomato. The empirical basis for the analysis was made up of interviews with representatives of various segments that compose the Agroindustrial System of organic tomato. The work reveals that the organic tomato consumer is differentiated and seeks a safe food. Nevertheless, the governance structures coordinating this production system are too fragile to guarantee what the consumer desires. To preserve reputation and the price premium in a weak regulatory environment is a real challenge, especially for fresh produce. This research investigates how the agents manage this system, aiming at guaranteeing their competitive advantage. |
| File Format | PDF HTM / HTML |
| DOI | 10.11606/D.89.2003.tde-26092006-112426 |
| Alternate Webpage(s) | https://teses.usp.br/teses/disponiveis/89/89131/tde-26092006-112426/publico/Dissertacao_Christiane_Leles_Rezende.pdf |
| Alternate Webpage(s) | https://doi.org/10.11606/D.89.2003.tde-26092006-112426 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
