Redes e fluxos de informações: o consumo de alimentos orgânicos no Rio de Janeiro

Abstract

Since the 1980s, organic food production and consumption has increased in Rio de Janeiro. The aim of this dissertation is to investigate information flows in a network of organic food consumers. The understanding of information transfers and its implications and barriers of transmission is crucial to social innovation, given its potential to influence new attitudes and behaviors. Using the qualitative research method, six semi-structured in-depth interviews were conducted. The recurring motivation to consume organic food relates to health concerns at the individual and family level. Participants who demonstrated motivations related to environmental issues are also engaged in the distribution and sale of organic foods. Consumers are influenced by strong ties such as family and friends as well as by weak ties such as public figures, health professionals, journalists, teachers, co-workers, authors, and institutions. In general, consumers look for specific information, depending on their needs. The individual’s role in the flow of information is primarily as a receiver, rather than a sender. WhatsApp is one of the main channels used to exchange information. Other channels of information flow include Facebook, and Skype. Organic food in Rio de Janeiro can be found at fairs and companies. Despite a great market demand, the organic industry still does not serve well in terms of price and variety, making the access to organic food difficult. Both the network and the flow of information, and the personal experiences of the interviewees' life were significant to promote a change in consumption and behavioral habits. Such habits include consuming and distributing/selling organic foods, searching for and transmitting information, and the challenge to have access to healthy food outside the home. Food and diet choice influences socialization, family, and other relationships.