Purpose: – Several studies focus on agri-food value chain from a consumer or from a supply chain perspective. But there is little investigation integrating both approaches and providing empirical evidence from developing countries. The purpose of this paper is twofold: first, it describes the supply chain of organic products in Brazil, which is an emerging market. It describes how retailers manage its supply chain (wholesalers and small producers) in an organic own brand of fresh products. Second, this paper identifies the motivations, attitudes, beliefs and personal values behind Brazilian consumers' decision to purchase organic food. Design/methodology/approach: – Qualitative and quantitative techniques were used in two stages. First, it presents a case study of the organic supply chain. Then, a survey carried out with 261 consumers at supermarkets in a Brazilian city is presented. Findings: – The case study points out that retailers transfer to wholesalers the responsibility to manage small organic producers. It also suggests that as the organic product is under the retailer own brand, and therefore most of the value perceived by the consumer is retained by the retailer. Survey results indicate that organic consumers have strong individual values and benefits are the most significant predictors of attitude toward organic food for the Brazilian consumers interviewed. Availability is significantly related to the intent to purchase organic food, which is a key point for the supply chain to respond efficiently to consumers' demand. Research limitations/implications: – This paper is based on a single case study and the survey is applied in only one city of Brazil. Originality/value: – The study contributes to expand the value analysis through a combination of quantitative and qualitative techniques, including consumer behaviour and supply chain management in the same analysis. It also adds to the debate on value, proposing Schwartz Value Theory as a complementary approach to value analysis.

Purpose – The purpose of this paper is to analyse how internal and external factors can influence on the adoption of eco-innovation by food companies. Although innovation and sustainability are relevant concepts, they are not being considered together in the literature. Hereof, eco-innovation encloses both approaches. Design/methodology/approach – A survey with 581 Brazilian companies was conducted. The structure of influential internal and external factors was analysed by an exploratory factor analysis, and the relations between groups of variables identified in the study were verified through regression analysis. Environmental capability, environmental managerial concern and human resources were internal factors investigated in this study, and regulatory and normative pressures, cooperation and government support were the external factors. Findings – Human resources was the most important internal factor, followed by environmental managerial concern and environmental capability. Collaboration was the mo...

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.

Purpose: – High-specification food products that reach prices or expert reviews above average, results from buyer-supplier engagement in quality management. The purpose of this paper is to identify the main attributes of the coffee industry supply chain that deals with high-specification products. Coffee may be included in this category of consumption goods that has increasing importance at consumption level around the world. Several groups of high-quality food products such as wine, coffee, spirits and cheese seem to have a very similar supply chain. Design/methodology/approach: – This study was based on multiple case studies. Three research techniques were used in the investigation: secondary data analysis, direct observations and interviews with coffee company’s managers and experts. The within-case and the cross-case analyses made it possible to find the main attributes of a high-specification product supply chain. Findings: – The cases studies pointed out differences between the two groups of coffee shops in relation to their supply chain strategies. The first group can be called Independent Coffee Shops, since they are focussed on the coffee preparation business. The second group can be called Integrated Coffee Shops, due to the fact that these organizations are responsible to manufacturing activities in addition to the coffee preparation activities. Despite this supply chain configuration difference, both groups have a similar perception about their role for the final consumer, to provide a premium experience with coffee. Research limitations/implications: – The main limitation of this research comes from the fact it was possible to interview only one person in each organization. Only the commercialization of the supply chain was analyzed, if the agricultural production was also analyzed, this paper could have broader implications. Originality/value: – The results of this research show the configuration of a supply chain that handles a high-specification product. They are set to transform the trade of a product that has a component of volatility in its quality attributes into a trade of a product that embodies all the desirable attributes preferred by a specific group of costumers. The logic of a supply chain that deals with commodities is different, since in most of the cases it will try to accommodate the variations on quality that comes from nature. This paper describes the market based strategy of 12 organizations and their supply chain configuration in order to offer a premium product.