Resumo

CUEVAS ALBARRAN, Valeria Betzabé. Role of ethnomarketing in the sustainable commercialization of small producers. Pensam. gest. [online]. 2020, n.48, pp.195-222.  Epub 10-Maio-2021. ISSN 1657-6276.

Considering 25 direct variables from the commercialization channel of small producers in Quintana Roo, Mexico, and in the context of ethno-marketing, the Fuzzy Delphi method was used to consult experts with the objective of determining components for developing a model of sustainable commercialization. The following phases were implemented: 1) Defining the problem; 2) Selection of experts: 3) Defining the survey; 4) Implementing the survey; 5) Analysis of results.

Three variables received unanimous consensus from the experts: a) Identification of consumer's preferences; b) Paying the producer a just price; and c) Local producers participating in the commercialization of their products. The other 20 variables, which include elements from culture, distance, farming systems, and the like, were agreed upon by 95% of the experts.

The results suggest that sustainable commercialization models for small producers in Quintana Roo, Mexico, must take into account a multicultural society, incorporate local knowledges and consumption symbols present in all cultural components. To do so it is important to promote the involvement of nongovernmental organizations, public and private sectors and research centers in the process.

Palavras-chave : sustainability; ethnomarketing; agroecology; symbolism; fair trade.

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