Percepção da produção sustentável dos comerciantes e consumidores da feira livre de Pombal - PB sobre as hortaliças orgânicas.

Abstract

The present work is premised on identifying the sustainable perception of family farmers, who produce and sell organic products, and consumers in the open market in the municipality of Pombal-PB. The methodological approach was a case study in the form of data collection, with family farmers and consumers of the free fair in Pombal-PB. The universe of this study was 20 marketers and 100 consumers in the period between December 2021 and January 2022. Farmers were interviewed under a structured script focused on sustainability, organic production, marketing and reuse and/or final disposal of waste , cost benefits, quality of work life, job satisfaction and productivity, among others. Meanwhile, the questionnaires applied to consumers were about healthy eating, product certification, quality of life and costs. The data obtained were compiled using descriptive statistics, which gave us a panoramic view of the socioeconomic and cultural profile of organic producers/traders and consumers, where organic producers/traders, mostly men from rural areas, with average age 50 years old, generates monthly income of 01 minimum wage (R$ 1,212.00). They were aware of the preservation of the environment and for producing healthier products, in addition to their personal satisfaction in continuing what they learned from their parents and generating income to help support the family. Consumers, on the other hand, demonstrated a plausible understanding of the issue of sustainability, in addition to the search for a better quality of life translated into concern for family health. Even without presenting any type of certification, the demand for organic products, such as vegetables, has increased and the relationship between both - producers/traders and consumers of organic products - of trust and fidelity has been the guarantee of this certification, and for the producers safety and direction in its production, thus avoiding waste and losses. Most of the consumers showed satisfaction in relation to organic products produced and sold at the free market in Pombal-PB, and a minority who declared themselves dissatisfied due to the little variety offered by the producers. They attributed to the organic products acquired in the region a differentiated quality characterized by the taste, saying that they are tastier when compared to the same products that are sold in supermarkets and hortifrutis. And, finally, due to the benefits brought to health through the consumption of organic products, most consumers considered their prices affordable.