Christiano França da Cunha

This study examined consumer perceptions of two emerging protein alternatives – cultured meat and entomophagy – using the Free Word Association Technique (FWAT) and shows how these perceptions affect their likelihood of trying these two products. Grounded in Social Representations Theory (SRT), it explores how individuals construct and share meanings related to these alternative proteins. Additionally, the study incorporates insights from consumer behaviour and eating practices, with a particular focus on the Brazilian context. The research was conducted through an online questionnaire distributed via Google Forms, gathering responses from 751 participants. Free word association and prototype analysis were employed as analytical techniques, with data processed using the IRAMUTEQ software. The results showed that, among the two alternatives evaluated, cultivated meat was more positively received by participants than the idea of consuming edible insects: 75% reported willingness to try cultivated meat, whereas only 31% did so for entomophagy. Nevertheless, the word associations indicate an ambivalent acceptance of cultivated meat, strongly linked to ideas of artificiality, technology, and potential risks, revealing curiosity accompanied by caution. In the case of entomophagy, negative evocations predominated, centred on disgust, aversion, strangeness, and concerns about hygiene and risk, indicating a stronger emotional barrier and a fear of the unknown associated with eating insects. The article shows that these perceptions affect the likelihood of trying these two products. In addition to these perceptions, this study shows that the willingness to try one product can affect the likelihood of trying the other product as well. The study concludes that the successful adoption of these alternatives depends on effective consumer education regarding their benefits, alongside targeted strategies to address cultural biases. Understanding these perceptions, particularly in meat-centric cultures like Brazil, is essential for facilitating the global transition to more sustainable protein sources.

O estudo analisou os desafios e as estratégias do marketing de relacionamento da Caixa Econômica Federal no competitivo setor bancário, com base em uma abordagem qualitativa e uma revisão sistemática da literatura e de relatórios institucionais. A pesquisa identificou que os principais desafios do marketing de relacionamento da Caixa Econômica Federal incluem a transformação digital, a personalização, a retenção de clientes, a renegociação de dívidas e a concorrência, destacando as estratégias, como uso de tecnologia, de segmentação de mercado e de inovação para fortalecer a satisfação e a lealdade dos clientes, as quais são cruciais para superar desafios no setor bancário, contribuindo para a literatura ao integrar práticas inovadoras e oferecendo ideias para aprimorar a gestão de relacionamento em instituições financeiras.

Background: The adoption and expansion of the use of bioinputs on rural properties appears to be one of the paths to achieving more ecological cultivation and production, based on the three pillars of sustainability: the environment, society and the economy. Therefore, understanding the motivations and barriers that lead rural producers to adopt (or not) and expand (or not) the use of bioinputs is essential. Purpose: The objectives of this study are to determine the profile of rural grain producers in the Brazilian Cerrado that contributes to the adoption or non-adoption of bioinputs on their properties; which sources the rural producer uses to learn about bioinputs technology; and which barriers or limitations prevent the adoption or increase in the use of bioinputs by grain producers in the Brazilian Cerrado. Method: This study collected data from 122 farmers who answered closed questions on a 5-point Likert scale related to the producer's profile, limitations and motivations regarding the topic of bioinputs. The collected data were analyzed using descriptive statistics, graphs and binomial logistic regression (Logit), Mann-Whitney test and chi-square test. Results: According to the data presented, there is evidence that non-family farmers may be the most suitable audience for the adoption and expansion of bioinputs; in addition, rural producers who chose to adopt the use of bioinputs on their properties were informed and kept updated through events, training courses, lectures, teaching and research institutions and regenerative agricultural organizations; on the other hand, there is a lack of understanding of how the adoption and continued use of these products should be carried out. Conclusions: The main conclusions show that non-family farmers are the main consumers of bioinputs under the conditions studied and that efficient rural technical assistance can promote the adoption and increased use of bioinputs. Keywords: regenerative agriculture; bioeconomy; motivations; bioinputs.

Purpose: This study aims to analyze the cultural differences between Brazil, Colombia, and Ecuador through Hierarchical Cluster Analysis (HCPC) and validating the Cultural Values Scale (CVSCALE) in South America. Method: Employing a multi-stage methodology, the research integrates a comprehensive literature review with scale adaptation and validation procedures to ensure linguistic accuracy and sociocultural relevance. Exploratory and confirmatory factor analyses were performed on samples from all three nations, followed by HCPC analysis using Ward's minimum variance criterion and K-means clustering to identifiy regional cultural profiles. Results: In this study, three cultural clusters emerged: Brazil demonstrated heightened uncertainty avoidance and power distance, Colombia exhibited a combination of long-term orientation and power distance moderated by feminine cultural values, while Ecuador displayed high values in masculinity paired with strong long-term orientation. The findings validate CVSCALE's reliability for cross-cultural research in South America. Originality: This work presents the first culturally validated measurement tool specifically adapted for South American contexts, offering a reliable instrument for intercultural research in the region. The integration of HCPC analysis provides an innovative methodological approach to identifying and comparing cultural configurations between countries. Theoretical Contributions: By validating CVSCALE’s applicability in South America, this study enriches the understanding of cultural dimensions in the region. It also demonstrates how HCPC techniques can segment cultural profiles, offering empirical evidence of regional cultural characteristics while confirming measurement invariance across countries. Managerial Implications: The validated scale and identified cultural profiles provide professionals with a reliable tool to develop culturally adapted strategies and interventions in South American markets. This tool can be applied in various fields, both social and commercial, by identifying psychographic segments related to behavior in each country.

Objetivo: Este estudio busca analizar las diferencias culturales entre Brasil, Colombia y Ecuador mediante a partir de la validación de la Escala de Valores Culturales (CVSCALE) en Sudamérica por medio del análisis jerárquico de clústeres (HCPC). Enfoque teórico/Método: Se empleó una metodología multietapa que combina revisión de literatura, adaptación de escala y procesos de validación, asegurando equivalencia lingüística y social. Se realizaron análisis factoriales exploratorios y confirmatorios en muestras de los tres países. Además, se aplicó HCPC para identificar perfiles culturales entre regiones, utilizando el criterio de Ward y algoritmos K-means. Resultados: El análisis HCPC reveló tres clústeres culturales: Brasil mostró alta evitación de la incertidumbre y distancia al poder; Colombia reveló orientación a largo plazo y distancia al poder con valores femeninos y; Ecuador expuso altas puntuaciones en masculinidad y orientación a largo plazo. Estos hallazgos, confirman la adecuación de CVSCALE para estudios interculturales en Sudamérica. Contribuciones teóricas: Este estudio amplía la comprensión de las dimensiones culturales en Sudamérica al validar la aplicabilidad de CVSCALE y corrobora el uso de las técnicas HCPC en los procesos de agrupación de observaciones, al identificar perfiles culturales (segmentos) específicos. Se establece evidencia empírica de características culturales regionales, a la vez que se comprueba la invarianza de la escala de medición entre países. Relevancia/Originalidad: Este trabajo presenta la primera herramienta de medición cultural validada específicamente adaptada para contextos sudamericanos, ofreciendo un instrumento confiable para la investigación intercultural en la región. La integración del análisis HCPC proporciona un enfoque metodológico novedoso para identificar y comparar patrones culturales entre países. Implicaciones gerenciales: La escala validada y los perfiles culturales identificados proporcionan a los profesionales una herramienta confiable para desarrollar estrategias e intervenciones culturalmente adaptadas en los mercados sudamericanos, la cual permite aplicaciones en diversos ámbitos, tanto sociales como comerciales, al identificar segmentos psicográficos que pueden ser relacionados con el comportamiento en cada país.

A preservação ambiental é um tema constante da atualidade e assim, contribuir com a regeneração e a conservação ambiental é fundamental para prover e manter as condições adequadas à produção agropecuária. Deste modo, dentre as ferramentas disponíveis para auxiliar os produtores rurais quanto as práticas agrícolas sustentáveis está a adoção do uso dos bioinsumos em suas propriedades. Portanto, a fim de entender os fatores que impulsionam os agricultores a adotar o uso dos bioinsumos, este estudo coletou dados de 53 produtores de grãos da região do Cerrado Brasileiro, usuários de bioinsumos, que responderam uma enquete a respeito de suas percepções quanto ao uso da tecnologia de bioinsumos nas suas propriedades. Após as análises dos dados coletados, foi observado que os fatores de motivação como citados mais importantes para o uso dos bioinsumos estão relacionados com a temática de conservação ambiental e com as estratégias de produção, enquanto, por outro lado, a exigência do mercado agrícola é considerada menos importante como motivação do uso da tecnologia.

This study explores the intriguing realm of public perceptions concerning lab-grown meat. By employing sentiment analysis on Facebook posts, the research provides a comprehensive view of public sentiments. Notably, the findings unveil a dominant positive attitude towards lab-grown meat, particularly highlighting its prospective environmental benefits and the potential to reduce animal suffering. Yet, a considerable number of responses voiced concerns, touching upon aspects like health implications, ethical considerations, and possible unforeseen risks associated with this emerging food technology. Among the array of opinions, the most optimistic comments expressed a fervent hope that such advancements might lead to enhanced meat quality while simultaneously reducing the demand for conventionally sourced meat. To achieve these insights, the study meticulously analyzed various metrics, such as reactions, comments, and shares on the posts. This approach allowed for a more holistic understanding of the depth and breadth of public interest and sentiment on the topic. In essence, this research not only offers a timely and insightful snapshot of societal responses to lab-grown meat but also plays a crucial role in deepening academic and societal discussions about alternative and sustainable protein sources.

A economia compartilhada e o consumo colaborativo são considerados um fenômeno alternativo das práticas de consumo, em que os consumidores compartilham, trocam, negociam ou alugam produtos ou serviços. Visto o crescente interesse pelo assunto internacionalmente e as iniciativas nacionais na área, este artigo teve como objetivo identificar o panorama dos estudos brasileiros sobre economia compartilhada e consumo colaborativo. Utilizou-se do método da bibliometria baseado em seus indicadores numa busca no Scientific Periodicals Electronic Library (SPELL), no repositório Scientific Electronic Library Online (SciELO) e, na Biblioteca Digital Brasileira de Teses e Dissertações (BDTD). Como resultado, identificou-se uma produção nacional recente, de característica dispersa e com tendência de crescimento. Essas publicações se assemelham às tendências internacionais: a maioria de autores com uma só publicação, a inexistência de grupos de pesquisa sobre os assuntos, a falta de periódicos em destaque, a maioria de estudos qualitativos e foco das áreas de gestão e turismo. Espera-se que os achados do status da pesquisa no Brasil sobre economia compartilhada e consumo colaborativo possam inspirar as futuras produções nacionais, autoridades reguladoras e modelos de negócios novos e os já existentes.

Purpose: This article investigated how consumer choices guided by their underlying microfoundations can either facilitate or hinder socio-technical transitions in the agri-food system. To this end, consumers from five countries (Argentina, Brazil, China, France and Italy) were asked to choose products common to the food basket of these five countries (coffee, yogurt and chicken) with different sensorial and ecological attributes.Design/methodology/approach: To this end, 1,417 interviews were carried out in these countries. Data were collected on four choices (from the most sustainable to the least sustainable) as well as sociodemographic elements and whether or not the price was mentioned. These choices were observed using two logit models (A and B).Findings: The article provides evidence that the propensity to choose ecologically beneficial foods is affected by country, gender, income and level of formal education as well as by the microfoundations of choice, such as individual values and attitudes.Practical implications: To offer truly sustainable products, it is essential to take into account the role of countries and the microfoundations of their inhabitants’ food choices. By recognizing this crucial element, we can raise the probability of successful eco-friendly products, reducing their impact on the environment and enhancing welfare.Social implications: According to the results observed in this paper, to truly offer sustainable products, we must take into account the microfoundation and the sociotechnological transition elements. By doing so, we hope that efforts toward sustainability not only benefit the environment but also the surrounding communities. So, paying attention to consumers' food choice process helps to create products that are truly sustainable in every sense of the word and will benefit very much the society, in other words, will have a greater social implication.Originality/value: This article makes a significant contribution to the theory by revealing how micro-foundations driving consumers' choices toward sustainable food products can accelerate the ecological sociotechnical transition in agri-food systems. By shedding light on this crucial aspect, we can pave the way for a more sustainable future.

Sustainable agricultural practices aim to improve soil quality, promote biodiversity, preserve the water cycle, capture carbon, and promote the welfare of the rural-workers and an-imals, while producing foods with profitability. However, little is known about the conditions and motivations that lead the farmers to know, adopt and implement these sustainable practices, such as, for example, the use of bioinputs. Thus, the objective of this study was to qualitatively analyze the perceptions of grain farmers of the Brazilian Cerrado regarding the use of bioinputs on their properties. For that, semi-structured face-to-face interviews were conducted with farmers from the Rio Verde region, in the state of Goiás. After transcribing the audio of the interviews, the texts obtained were analyzed by Atlas TI software. Content analysis was performed through the elaboration of codes created by deduction and induction. Thereby, concepts such as knowledge, long-term vision, experimentation, cost-benefit ratio, asset specificity, influencers, regulation, and independence were indicated by the interviewed farmers as important opportunities and/or limitations for the adoption of bioinputs.