Strategies to Multiply Marketing Channels Through Conscious Consumption

Abstract

The process of commercialization of agroecological products faces barriers imposed by the governmental bureaucratic system, which benefits ways of consumption established by the market networks, adding high value to the products due to the interference of the chains of intermediation. Moreover, the economic return to the farmers included in this great market is the result of an exploratory situation, making difficult the stay of family farmers in the country. Therefore, this work has the objective of diagnosing several marketing strategies through a conscious trade, in order to systematize strategies for the multiplication of responsible consumption groups. The present study will be based on the survey of case studies that characterize some short circuits of commercialization. The evaluation of the positive and negative aspects was carried out in order to identify the gaps of consumption groups already established, in order to enable the replication of such circuits in other regions. Organizing new groups requires the assimilation of the agrarian dimension and consumer, since the understanding of distinct realities assists in compiling interests, reducing obstacles during the operationalization of responsible consumption.