Modelos de negócios de varejo de alimentos orgânicos na cidade de São Paulo
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Tipo
TCC
Data de publicação
2023-06-15
Periódico
Citações (Scopus)
Autores
Vieira, Bruno Rovigatti
Biancalana, Felipe do Valle
Turecki, Rafael Lima
Costa, Raquel Kiss de Oliveira
Biancalana, Felipe do Valle
Turecki, Rafael Lima
Costa, Raquel Kiss de Oliveira
Orientador
Sambiase, Marta Fabiano
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Resumo
Este estudo tem como objetivo identificar as alternativas para o desenvolvimento do mercado de alimentos orgânicos na cidade de São Paulo, sob a ótica dos modelos de negócios varejistas e a motivação empreendedora. Uma vez que a cadeia de fornecimento de alimentos tradicionais tende a ser menos generosa com pequenos agricultores produtores, viu-se, nos últimos anos, ainda motivados pela problemática da pandemia do Covid-19, surgir alternativas de modelos de negócios para comercialização de alimentos orgânicos. A tendencia destes negócios tem sido a valorização e aproximação dos agentes que produzem e que consomem tais alimentos, colocando em dúvida os modelos das grandes redes de varejo de alimentos. Estas alternativas varejistas também ajudam a lidar com os poucos incentivos governamentais, como também a formação de consumidores mais responsáveis e conscientes. A pesquisa mostra que a motivação empreendedora neste tipo de negócio está bastante ligada a oportunidade de fazer acontecer em direção a uma vida mais saudável, consumo de alimentos sem agrotóxicos para si, suas famílias e clientes, contribuindo com a diminuição dos impactos climáticos negativos.
This study aims to identify alternatives for the development of the organic food market in the city of São Paulo, from the perspective of retail business models and entrepreneurial motivation. Since the traditional food supply chain tends to be less generous with small farmers, in recent years, still motivated by the Covid-19 pandemic, business model alternatives for organic food marketing have emerged. The tendency of these businesses has been to value and bring together the agents that produce and consume such food, questioning the models of the large food retail chains. These retail alternatives also help to deal with the few government incentives, as well as the formation of more responsible and conscious consumers. The research shows that the entrepreneurial motivation in this type of business is very much linked to the opportunity to make it happen towards a healthier life, consumption of pesticide-free food for themselves, their families, and customers, contributing to the reduction of negative climate impacts.
This study aims to identify alternatives for the development of the organic food market in the city of São Paulo, from the perspective of retail business models and entrepreneurial motivation. Since the traditional food supply chain tends to be less generous with small farmers, in recent years, still motivated by the Covid-19 pandemic, business model alternatives for organic food marketing have emerged. The tendency of these businesses has been to value and bring together the agents that produce and consume such food, questioning the models of the large food retail chains. These retail alternatives also help to deal with the few government incentives, as well as the formation of more responsible and conscious consumers. The research shows that the entrepreneurial motivation in this type of business is very much linked to the opportunity to make it happen towards a healthier life, consumption of pesticide-free food for themselves, their families, and customers, contributing to the reduction of negative climate impacts.
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Palavras-chave
alimento , orgânico , varejo , modelo de negócio , organic , food , retail , business model