Relationship and loyalty between farmers and consumers in direct selling groups of agroecological foods in Florianópolis-SC

Abstract: In the last decades, movements contrary to the hegemonic agri-food model have emerged. These movements foment values such as quality, tradition, trust, and proximity, usually based on short food supply chains. This article analyzes the relationship between farmers and consumers and the latter’s loyalty to Célula de Consumidores Responsáveis (CCR) (Responsible Consumption Cells), a direct selling group. To carry out the analysis, the relationship marketing approach was adopted. The methodological tools used in this research were participant observation, questionnaire surveys, and work monitoring of the institutional team. It was identified that there is an interest in narrowing the gap between the spheres of production and consumption, although there is still a distance between them. The consumers presented a growing level of awareness regarding responsible food consumption, expressing satisfaction, commitment, and loyalty to the initiative. It was concluded that the CCR project has the potential to broaden actions and analyzes of relationship marketing, and co-responsibility between consumers and farmers.

摘要：近数十年来，与霸权式农业食品模式相悖的社会运动逐渐兴起。此类运动倡导品质、传统、信任与产销贴近等核心价值，其运作通常依托短链食品供应链。本文以直销组织「负责任消费小组（Responsible Consumption Cells，简称CCR）」为研究对象，剖析农户与消费者之间的互动关系，以及消费者对该组织的忠诚度。为开展本次研究分析，本研究采用关系营销研究范式，所使用的方法论工具包括参与式观察法、问卷调查法，以及对该机构运营团队的工作监测。研究发现，尽管产销两端仍存在一定距离，但二者均抱有缩小彼此间鸿沟的意愿；消费者对负责任食品消费的认知水平持续提升，并对该项目表现出满意、认同与忠诚态度。本研究最终得出结论：CCR项目具备拓展关系营销实践与研究范畴的潜力，同时有助于强化消费者与农户之间的共同责任联结。