O papel do consumidor no mercado local de agro-plásticos: cadeia curta de suprimentos aplicada à reciclagem de embalagens de defensivos agrícolas

Abstract

This study aims to explore the factors influencing the acceptance of recycled plastic products derived from agricultural pesticide packaging and produced through short supply chains for the B2B market in the Triângulo Mineiro region. Specifically, it seeks to identify these influencing factors, understand the impacts of local production and material origin, and analyze how positioning and communication strategies can overcome negative perceptions. As an exploratory and descriptive qualitative research, this study relies on in-depth semi-structured interviews with local rural producers and resellers. The interview transcripts were subjected to content analysis to identify behavioral patterns. The results reveal that clients fear recycled plastic may compromise product quality and durability. Furthermore, using material derived from pesticide packaging raises concerns about potential soil contamination and the loss of organic certifications. Regarding short supply chains, although local manufacturing is praised for reducing logistics costs and strengthening the regional economy, it still faces the barrier of buyer loyalty to traditional suppliers. Ultimately, the study highlights the need for assertive communication, transparency, and trust-building strategies to overcome these barriers and foster product acceptance. As a result of this work, a communication guide was developed for recycled products made from pesticide packaging.