Social construction of markets: trust and reciprocity in short circuits of commercialization

Abstract

This work aims to analyze the social relations present at the fairs and their implications for organizers, family farmers and consumers. We started from a historical context focused on the concepts of agri-food regime and socially constructed markets to understand the dynamics of rural development centered on short marketing chains. At the same time, the processes of institutionalizing trust and interpersonal relationships between subjects are discussed. For this, the empirical research was carried out through a case study in the fairs of organic / artisanal products in the neighborhoods of Pato Branco-PR, through the application of a questionnaire for 65 consumers, of whom 20 were identified and a semi-structured interview script was carried out with them, the organizers and farmers of the fair. In this way, it was possible to understand that the motivations that lead the actors to participate in the fairs are based on individual, such as family health and well-being, and market issues, but the socio-environmental and collective issues established in reciprocity relations and confidence stand out. Therefore, these relationships allow cooperation between fair participants, resulting in consumer loyalty and income generation for family farmers with an organic/agroecological basis, allowing the fairs to continue.