Consumo de alimentos verdes em Palmas - TO: uma análise da comercialização em cadeias curtas

Abstract

The research aimed to understand the factors influencing the purchasing and consumption behavior of green foods, their relationship with socio-environmental issues, and the commercialization of these products in short supply chains. To achieve this, the perspectives of consumers and market vendors were analyzed, seeking to identify motivations, barriers, and challenges faced by both within the context of open-air markets. The study adopted a mixed-methods approach, combining a systematic literature review, questionnaire application, and statistical analysis. Data were collected from 99 consumers and 40 vendors at open-air markets in Palmas, Tocantins. Variables such as purchase intention, environmental concern, willingness to pay more, and difficulties in accessing green foods were analyzed using descriptive techniques and Spearman’s correlation. The results showed that environmental concern positively influences purchase intention and willingness to pay more for green foods. However, supply irregularities and high prices still represent significant barriers to the widespread adoption of this consumption. The analysis revealed that consumers value open- air markets as purchasing spaces. On the other hand, vendors consider these markets essential for the commercialization of their products, as they allow greater proximity to consumers and add value to green foods. Nevertheless, they face challenges in production and competition with industrialized products. These factors impact demand predictability and complicate production planning. Among the research limitations, the exclusive focus on the city of Palmas stands out, which may restrict the applicability of the results to other regional contexts. Additionally, the study did not include other agents in the supply chain, such as distributors and public managers, who could provide a broader perspective on the structuring of the green food market. Given these results, it is recommended to expand the research to other regions and include new stakeholders in the analysis. Furthermore, investigating the impact of public policies on promoting sustainable consumption is suggested. The research highlights that, to expand green food consumption, it is necessary to overcome structural barriers and strengthen short supply chains. The implementation of public policies that encourage sustainable production, combined with market strategies that facilitate access and make prices more competitive, can contribute to a more sustainable and accessible food system. In the long term, promoting environmental education and strengthening a sustainability culture may play a crucial role in changing consumption patterns.