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A Comercialização Dos Produtos Orgânicos Na Feira Agroecológica De Maceió/Al: Uma Avaliação Sob A Lógica Da Teoria Dos Custos De Transação

Author

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  • Lages, Andre Maia Gomes
  • Barbosa, Luciano Celso Brandao Guerreiro
Abstract
A Teoria dos Custos de Transação disciplina que em um determinado mercado deverá haver um fluxo de informação, de maneira a propiciar um ambiente favorável à diminuição da incerteza (e assimetria de informação) que evitariam à ocorrência de atitudes oportunistas, e consequentemente a redução dos custos de transação. Na agricultura orgânica a certificação formalmente estabelecida é o único instrumento que garante que o produto possa ser classificado realmente como orgânico. Este ensaio parte do pressuposto de que um sólido ambiente institucional pode garantir uma reputação ao produtor e as empresas varejistas dando ao consumidor a crença nas suas palavras mesmo sem a presença de uma certificação orgânica formal e reduzindo os custos de transação. E procura-se responder as seguintes indagações: (i) os custos de transação poderão ser diminuídos pela relação de confiança existente entre os produtores/feirantes para com os consumidores e empresas varejistas e das empresas varejistas para como os consumidores? (ii) como o consumidor poderá, realmente, ter certeza que está adquirindo um produto classificado como orgânico, dado haver uma assimetria de informações em determinadas situações e a possibilidade latente de ações oportunistas? Chegou-se a conclusão de que, os custos de transação referentes a comercialização dos produtos orgânicos da Feira Agroecológica de Maceió, podem ser diminuídos mesmos havendo um ambiente propício a atitudes oportunistas, incerteza e uma alta situação de assimetria de informação, uma vez que o consumidor possua a crença de que está consumindo um produto de origem orgânica, baseado em sua relação de confiança com os produtores/feirantes e do suporte do SEBRAE/AL corroborando a hipótese de que um ambiente institucional sólido deve reduzir as incertezas e inibir as práticas oportunistas por parte dos agentes. ----------------------------------------------The Theory of the Costs of Transaction disciplines that in a certain market there must exist a flow of information, in way to propitiate a favorable atmosphere to the decrease of the uncertainty and asymmetry of information that would avoid the fraud attitudes and consequently the reduction of the transaction costs. In the organic agriculture the certification formally established it is the only instrument that guarantees that the product can really be classified as organic. This essay starts from the presupposition that a solid institutional ambient can guarantee a reputation to the producer and the retail companies giving to the consumer the faith in their words even without the presence of a formal organic certification and reducing the transaction costs. It is tried to answer the following inquiries: (i) can the transaction costs be reduced by the relationship of trust among the producers/merchants to the consumers and retail companies and of the retail companies for the consumers? (ii) will the consumer be able to, to have certainty that is acquiring a product classify as organic, given there is an asymmetry of information in certain situations and the actions opportunists' latent possibility? The conclusion was that, the transaction costs regarding commercialization of the organic products of the Fair Agroecológica of Maceió, they can be decreased having a favorable atmosphere to attitudes opportunists, uncertainty and a high situation of asymmetry of information, once the consumer possesses the faith that it is consuming a product of organic origin, based on his/her trust relationship with the producers/merchants and of the support of SEBRAE/AL corroborating the hypothesis that a solid institutional atmosphere should reduce the uncertainties and to inhibit the practices opportunists on the side of the agents.

Suggested Citation

  • Lages, Andre Maia Gomes & Barbosa, Luciano Celso Brandao Guerreiro, 2008. "A Comercialização Dos Produtos Orgânicos Na Feira Agroecológica De Maceió/Al: Uma Avaliação Sob A Lógica Da Teoria Dos Custos De Transação," 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brazil 114140, Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER).
    • Handle: RePEc:ags:sbrfsr:114140
    DOI: 10.22004/ag.econ.114140
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    References listed on IDEAS

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    1. Williamson, Oliver E., 1999. "The Mechanisms of Governance," OUP Catalogue, Oxford University Press, number 9780195132601.
    2. Oliver E. Williamson, 2005. "The Economics of Governance," American Economic Review, American Economic Association, vol. 95(2), pages 1-18, May.
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    More about this item

    Keywords

    Farm Management;

    JEL classification:

    • D02 - Microeconomics - - General - - - Institutions: Design, Formation, Operations, and Impact
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • N56 - Economic History - - Agriculture, Natural Resources, Environment and Extractive Industries - - - Latin America; Caribbean

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