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UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL ESCOLA DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO Lucas Roecke

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UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL ESCOLA DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO Lucas Roecke UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL ESCOLA DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO Lucas Roecker Lazarin UM ESTUDO SOBRE PERCEPÇÕES E PRÁTICAS NARRADAS POR CONSUMIDORES EM RELAÇÃO A DIETAS BASEADAS EM PLANTAS, COMO SUBSÍDIO PARA SOLUÇÕES CLIMÁTICAS E TRANSFORMAÇÕES SOCIAIS Porto Alegre, 2017 Lucas Roecker Lazarin UM ESTUDO SOBRE PERCEPÇÕES E PRÁTICAS NARRADAS POR CONSUMIDORES EM RELAÇÃO A DIETAS BASEADAS EM PLANTAS, COMO SUBSÍDIO PARA SOLUÇÕES CLIMÁTICAS E TRANSFORMAÇÕES SOCIAIS Dissertação de Mestrado apresentada ao Programa de Pós-Graduação da Universidade Federal do Rio Grande do Sul, como requisito parcial para a obtenção do grau de Mestre em Administração. Orientador: Dr. Carlos Alberto Vargas Rossi Porto Alegre, 2017 Ficha catalográfica. 4 Lucas Roecker Lazarin Um Estudo sobre Percepções e Práticas Narradas por Consumidores em relação a Dietas Baseadas em Plantas, como Subsídio para Soluções Climáticas e Transformações Sociais Dissertação de Mestrado apresentada ao Programa de Pós-Graduação da Universidade Federal do Rio Grande do Sul, como requisito parcial para a obtenção do grau de Mestre em Administração. Orientador: Dr. Carlos Alberto Vargas Rossi Aprovada em: BANCA EXAMINADORA ______________________________________________________________ Prof. Dr. Luís Felipe Nascimento - UFRGS ______________________________________________________________ Prof. Dr. Marlon Dalmoro - UNIVATES ______________________________________________________________ Orientador: Prof. Dr. Carlos Alberto Vargas Rossi - UFRGS 5 Ao meu amado avô, Bernardo Roecker (in memoriam) 6 AGRADECIMENTOS A Deus. Aos meus pais, às minhas irmãs e aos meus avós, que me apoiaram mesmo sentindo minha ausência nesta nem sempre fácil escolha de ser estudante da UFRGS. Aos professores e colegas de EA/UFRGS, em especial ao meu orientador, e de ECA/USP, FEA/USP, FABICO/UFRGS, IFCH/UFRGS, SPSASCC-IAG/USP, e também dos eventos EMA, Engema e Ecoinovar, que tanto contribuíram para o desenvolvimento deste estudo. Às amigas que me toleraram falando sobre este estudo por quase dois anos e que compreenderam eventuais distâncias. A cada participante das pesquisas apresentadas neste estudo, àqueles que responderam ao questionário e aos que o indicaram a outros consumidores, e em especial aos entrevistados que dedicaram seu tempo e esforço nas conversas. À Raquel e à Monique pelo apoio nas análises dos dados. A todos os vegetarianos e veganos que propõem uma solução transformadora a diversos problemas a partir de mudanças e restrições em seu consumo alimentar e práticas cotidianas. À UFRGS e ao CNPq. 7 "Temos um mundo a construir e isso é tão difícil e complexo, quanto possível e necessário." (Hebert de Souza) “A libertação animal é também uma libertação humana.” (Peter Singer) 8 RESUMO Esta dissertação se compõe, primeiro, de uma análise interdisciplinar e de macromarketing sobre o mercado alimentar com enfoque nos problemas da atual configuração centrada em carnes e lácteos. Levantando diversos estudos recentes e relatórios de áreas climática, ambiental, econômica, da saúde, da nutrição, da antropologia e da ética, apresenta-se vantagens de uma reconfiguração na ordem do mercado alimentar devido ao protagonismo dos produtos de origem animal na emissão de gases de efeito estufa, mudança no uso da terra, pressão pelo desmatamento, uso e poluição da água, perda da biodiversidade, ameaça à segurança alimentar global, inerente ineficiência econômica, reforço às desigualdades socioeconômicas, proliferação de novas doenças transmissíveis, impactos à saúde do consumidor, sustentação de altos índices de mortalidade humana e violação dos direitos dos animais. A partir dessa análise de macromarketing, se propõe uma reconfiguração vegana do mercado alimentar como importante alternativa para aliviar, de modo integrado, esse conjunto de problemas enfretandos pela sociedade contemporânea. Nesse sentido, uma reconfiguração sociotécnica para favorecer padrões alimentares veganos mostra-se como alternativa à sustentabilidade, especialmente em relação às mudanças climáticas, dado que essa transformação é indicada como relevante estratégia de mitigação e de adaptação, concomitantemente. Diversas dificuldades para tal reconfiguração estão alinhadas à constante reiteração das práticas sociais através do habitus e outros dispositivos para a manutenção da atual estrutura e ordem socioecônomica. Por isso, transformações no mercado alimentar são complexas, dadas as relações de poder, relativas aos interesses dos diversos atores direta e indiretamente beneficiados economicamente, e das bases culturais e históricas que sustentam práticas envolvidas nesse consumo. Assim, compreender as influências sobre o comportamento do consumidor, entendendo-o como um agente inserido em estruturas e dinâmicas sociais, é essencial — embora não suficiente — para estudar a transformação de um mercado. Por isso, propõe-se um estudo, de certa forma amplo, com consumidores para compreender elementos que operam dificultando, e eventualmente facilitando, a transformação vegana de suas práticas de consumo alimentar. Através de uma coleta empírita, exploratória e de multimétodo, com ativa participação de 54 consumidores que mantêm diferentes padrões de consumo alimentar em relação à ingestão de produtos de origem animal, foi possível identificar e compreender elementos que operam como barreiras e como facilitadores à ruptura de hábitos alimentares baseados em carnes e derivados de animais e à manutenção de novos hábitos alimentares à base de plantas. Para tanto, utilizou-se entrevistas em profundidade e questionários abertos aplicados online; estratégias de coleta essas em que se pôde obter reconstruções narrativas de memórias, experiências cotidianas e crenças com a participação de consumidores categorizados como reducetarianos, vegetarianos e veganos; e também se obteve percepções, projeções e algumas experiências de consumidores que mantêm suas práticas alimentares conforme o padrão centrado em carnes. Em análises integradas desses diversos dados qualitativos, incluindo também, para ilustração, evidências midiáticas e dados de coleta de campo do contexto em estudo, pôde-se compreender como operam enquanto barreiras e facilitadores alguns elementos. Nessas análises, os comportamentos de consumo alimentar puderam ser compreendidos como práticas sociais inseridas em dinâmicas complexas, envolvendo não apenas aspectos individuais de nível cognitivo e biofísico, mas aspectos materiais e aspectos de ordem sociocultural — sobretudo da ordem de mercado. Intenciona-se contribuir teórica e metodológicamente para estudos sobre transformações nos padrões de consumo em favor de lógicas mais sustentáveis e gerar subsídios a organizações alinhadas a transformações veganas no mercado alimentar. PALAVRAS-CHAVE: Marketing e Sustentabilidade. Mudanças Climáticas. Macromarketing e Mercado Alimentar. Transformações no Consumo Alimentar. Alimentação Vegetariana, Vegana e à base de plantas. 9 WHY ARE WE NOT still ALL VEGANS? A marketing investigation on consumers beliefs and practices related to plant-based diets, considering the current unsustainable meat-centric food market context ABSTRACT This master's thesis is composed, firstly, by an interdisciplinary and macromarketing analysis of the food market, focusing on the problems of the current configuration centered on meats and dairy products. Collecting several recent studies and reports of climate, environmental, economic, health, nutrition, anthropology and ethics areas, is presented problems due to the leading role of animal products in the greenhouse gas emissions, land use change, deforestation pressure, water use and pollution, biodiversity loss, threats to global food security, its inherent economic inefficiency, socio-economic inequalities, new communicable diseases, impacts on consumer health, high levels of human mortality and animal rights violations. From this macromarketing analysis, a vegan reconfiguration of the food market is proposed as an important alternative to alleviate, in an integrated way, this set of problems faced by contemporary society. In this sense, a socio-technical reconfiguration, to vegan food standards, is proposed as an alternative to sustainability, especially in relation to climate change, since this transformation is indicated as a relevant mitigation and adaptation strategy, concomitantly. Several difficulties for such reconfiguration are supposed considering the constant reiteration of social practices through the habitus and other social and material devices operating for the maintenance of the current socioeconomic structure and order. Therefore, transformations in the food market are complex, given the power relations relative to the interests of the various actors directly and indirectly benefited economically, and the cultural and historical bases that sustain practices involved in food consumption. Thus, understanding the influences on consumer behavior, considering consumers as an agents embedded in social structures and dynamics, is essential — though not sufficient — to study a market transformation. Therefore, it is proposed a, somewhat broad, study with consumers to understand elements that operate by making difficult, and eventually facilitating, a vegan transformation of their food consumption practices. Through an empirical, exploratory and multi-method data collection, with active participation of 54 consumers that maintain different food consumption patterns in relation to the intake of products of animal
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