Dissertação
Comercialização informal de queijo colonial no município de Santa Maria/RS: do consumidor à regulamentação
Fecha
2020-02-28Autor
Braccini, Valéria Pinheiro
Institución
Resumen
In the southern region of Brazil, most artisanal cheeses are colonial type. Marketed at fairs in
the municipality of Santa Maria, or colonial cheese (QC), on the one hand, appreciated by
consumers and, on the other, a discussion agenda on the sanitary and informal quality of the
production process. In this scenario, issue this dissertation which has two main objectives
divided into article format. The first seeks to understand the motivations of colonial cheeses
that support informality and understand what rules (formal or information) that allow and
legitimize interactions between consumers and producers in the three markets in the
municipality of Santa Maria / RS.This study has a descriptive, exploratory and quantitative
approach with the application of a questionnaire to 111 consumers in the municipality. The data
were submitted to non-parametric tests and univariate statistical analysis, using the PSPP
software with significance less than or equal (≤) to 0.05 in the chi-square test. Correlations were
found in the three groups of variables studied: cultural aspects and beliefs; cultural aspects and
health legislation; and, health legislation and beliefs. In the end, the hypothesis is confirmed
that despite the State's effort to regulate the marketing of QC, informality persists because the
producer finds support in the consumption tradition, with predominance of the rules of the
informal environment. The second article aims to identify the institutionalization of the ARTE
seal in the municipality of Santa Maria / RS, comprising the articulations for the implementation
of Decree nº 9.918 / 19. The methodology used involves the bibliographic review (focused on
Institutional Theory and its pillars) and research of field, with semi-structured interview with
informants (technicians from EMATER / RS - ASCAR and agricultural inspectors from the
State and Municipality). It appears that, in the initial phase, the process is under the regulatory
and cultural cognitive pillars, expressed by the new public policy, which coordinates as actions
of the criteria and rules defined to regulate as future actions and by the way they interpret and
react to the implantation of the ARTE label, questioning its innovative character, respectively.
A coercive isomorphic pressure is imposed on it, represented by the government pressure of the
ARTE seal. In the habitualization phase, identify the normative and cognitive cultural pillars,
due to the resistance of the fiscal bodies, regarding the orientative and educational functions
and observe that the normative and cognitive cultural pillars are under the pressure of normative
isomorphism. In the objectivity stage, the regulatory and cognitive cultural pillars (considering
the determination of Good Agricultural and Manufacturing Practices) and the incidence of
normative and mimetic isomorphisms were identified. The sedimentation process was not
addressed in this case due to the ARTE Seal and is currently in the process of preparing
normative instructions. Finally, it was possible to realize that the ARTE Seal is in the process
of institutionalization at the place of study, lacking the methodologies used for an effective
implantation.