Producers' Perceptions and Consumers' Behaviour Toward Certified Beans from Integrated Production (IP) in the Brazilian Central Region
Esame finale anno 2016 i ABSTRACT Brazil, as a predominantly agricultural country, has played an increasingly important role in global food supply and food security over the last decades. Besides ensuring quality food for its domestic market, Brazilian agriculture has been preparing itself to meet the minimum required food quality standard in order to maintain its levels of export worldwide. The Brazilian government has encouraged the Integrated Production (IP) system so as to mitigate the
... ive environmental impact of intensive dry bean production in irrigated areas of the Brazilian savanna in the center of the country, called Cerrado. In addition, by ensuring food-safety production and the use of sustainable agricultural practices associated with IP systems may strengthen the national agriculture competitiveness. From the consumer point of view, they are ensured of a healthier diet by reducing the intake of residue pesticides on food. The IP had its legal framework established in 2010. Since then, specific IP'S labels are available to several IP food produce, including dry common beans, despite the fact that this product is not yet commercially available. Regardless the government efforts to establish IP system in the main agricultural regions and among the largest food growers, only few have slowly adopted it. One reason may be that growers prefer well-established certification schemes, which are globally accepted for export. Or else, the growers may rely on market recommendations because they lack information on consumer preferences for certified products. In the present study, a number of critical factors that may influence the adoption of IP by dry common bean growers as well as their willingness to adopt it as a production system were identified. Moreover, this study evaluated consumer perception and eagerness to purchase IP certified dry common beans if they were commercially available. The present work comprises four sections: (1) a literature review; (2) a quantitative research based on the Technology Acceptance Model (TAM) with the purpose of identifying growers' intention in adopting IP; (3) a choice experiment applied to identify the consumer preferences and willingness-to-pay (WTP) for IP label; (4) a quantitative research based on the Theory of Planned Behavior (TPB) with the purpose of identifying the consumer perception to IP certified dry beans. This research contributes with valuable information to the dry common bean supply chain, providing insights to growers, retailers and other actors of this production chain. Results show that dry bean growers are positive in adopting IP in their units of production, but further studies are needed in order to identify additional constraints related to the effective IP adoption. Local consumers are willing to pay a premium price for IP labelled dry beans over conventional ones and have a positive attitude toward IP labelled dry beans. Implications for marketing decision makers and government sector are discussed in the conclusion section.