Open AccessSOCIAL-ENVIRONMENTAL CERTIFICATION IN COFFEE PRODUCTION: THE MAKING OF A SUSTAINABLE COFFEE MARKET
Author(s) -
Cássio Eduardo Candido Souza,
Paulo Henrique Montagnana Vicente Leme,
Elisa Reis Guimarães,
Gustavo Nunes Maciel
Publication year - 2021
Publication title -
rgsa
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.157
H-Index - 4
ISSN - 1981-982X
DOI - 10.24857/rgsa.v15.2786
Subject(s) - certification , structuring , context (archaeology) , business , marketing , market analysis , economics , management , geography , finance , archaeology
The aim of this research is to identify the transformations caused by the market practices conducted by UTZ in certified small coffee growers. For this, documentary research and semi-structured interviews were carried out with 13 certified growers of up to 50 hectares of area in a UTZ certification group coordinated by a private company, with technical assistance from a cooperative from Campos Gerais - MG. Content analysis was applied for processing obtained data. As a result, we identified that both the growers and the Management Unit of the certification that support them perform market and structuring practices, so that each one contributes to this market’s shaping. Observed inscription processes explain the transportation of market practices of the same nature between these actors, while structuring practices make these inscriptions visible in the context of analysis and catalyze the process of assimilation or dissociation from market practices. The results achieved in this research from the focus on inscriptions allowed an expansion of the theoretical model of the Constructivist Market Studies. It was also possible to demonstrate the Market Practices carried out by other authors of the Market Practices conducted by UTZ whose interactions were demonstrated through the Translation Chain and Inscription.