Social construction of markets and the trends of consumption: The case of the Family Farmers’ Market at EXPOINTER (Brazil)

Authors

  • Maycon Schubert Agrônomo. Mestre em Desenvolvimento Rural. Doutorando em Sociologia no Programa de Pós-Graduação em Sociologia da UFRGS – PPGS/UFRGS. Bolsista Capes. Endereço: Av. Bento Gonçalves, 9.500 Sala 103 IFCH Campus do Vale, Porto Alegre/RS – 91509-900 – F: +55 51 3308-6635
  • Sergio Schneider Sociólogo. Doutor e Mestre em Sociologia. Pós-doutor em Planejamento Regional e Urbano. Professor de Sociologia do Desenvolvimento Rural e Estudos Alimentares na Universidade Federal do Rio Grande do Sul, vinculado aos Programas de Pós-Graduação em Sociologia (PPGS) e Desenvolvimento Rural (PGDR). Bolsista PQ/CNPq/Brasil. Endereço: UFRGS/IEPE/PGDR - Av. João Pessoa, 31 - Porto Alegre, RS - 90.040-000 – F: +55 51 3308-3281

DOI:

https://doi.org/10.4013/csu.2016.52.3.08

Abstract

The article explores the contexts of social construction of markets, focusing on the family farmers’ market at EXPOINTER (Brazil) as research topic. The main goal is to discuss the historical development of this marketplace by using a methodology based on semistructured interviews with key actors, social movements and public officials. Besides, a questionnaire with closed questions was applied to 218 buyers/consumers to gather information on their profile. The family farmers’ market exists since 1999 within EXPOINTER as a fair and takes place annually. The analysis showed that the buyers/consumers at the fair have a high income and educational level. The findings showed that the products from the family farmers have a great receptivity among consumers because of their quality as well as due to a sense that they contribute to health. The study also concluded that the fair was created by a coalition of interest by the government and social movements, especially the rural trade unions of family farmers.

Keywords: fair, consumption, family farming, “healthiness”.

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Published

2016-09-09

Issue

Vol. 52 No. 3 (2016): September/December

Section

Articles

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