As instituições dos mercados de produtos agroecológicos em Laranjeiras do Sul – Paraná

Abstract

This work studied the institutions of agroecological product markets arising from family farms of Laranjeiras do Sul in three marketing dynamics: the fair, public policy represented by the PNAE and PAA and supermarkets, from the perspective of institutional theory of economist Douglass Cecil North. For this author the institutions are the laws, rules, regulations, formally constituted and informal agreements (customs, traditions, habits, beliefs etc.) and the application of these over time. And that was born deriving the problem to be researched: the set of institutions governing the marketing of agroecological products restricts or enhances the training and development of that market? The hypothesis is that launched the process of that marketing is mediated by a set of institutions, and prevail that hinder this market, despite the creation of public policies such as PNAE and PAA. To test the hypothesis was necessary to answer the proposed specific objectives: the first is related to characterize the agroecological production in the municipality; the second to identify the "players", participants and involved in the process; and finally understand and compare the agroecological product markets. In order to achieve the aim of this qualitative study was originally drafted a theoretical review of the relevant issues to the subject, namely: family farming, agro-ecology, markets as social constructions and institutional theoretical approach of Douglass North. The sequence pointed to some historical features of the city studied in order to understand the local dynamics over time; then in the fourth chapter the basis of the theory studied, observation and using interviews with merchants, entities representing related organizations and others are listed particular aspects of each medium proposed marketing study and then trace similarities elements and differences between the three dynamics. It was found that informal institutions are prevalent in the marketplace and that public policies are driven by the formal rules that in many cases limit the operation of these programs such as found in Laranjeiras do Sul, whose products in the PNAE are delivered as conventional and PAA is not even being operated; and in supermarkets there is a mix of formal institutions as the legalization of products and retail standards and informal represented by the desires of consumers and managers on the demand and the change in the habits and customs