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URI permanente desta comunidadehttps://thoth.dti.ufv.br/handle/123456789/3352
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Item Interfaces and changes in the institutionalization process of special coffee in Brazil(Universidade Federal de São Carlos, 2020) Carvalho, Josué Pires de; Arevalo, Jorge Luis Sanchez; Passador, João LuizThis study analyzes the importance of the geographical indication (GI) process and other efforts in favor of the institutionalization process of special coffee in Brazil. The study is justified by the fact that Brazil is a world reference in coffee production and in what refers to the special coffee production, the market is promising. The term special coffee has a connotation of a segment type where the quality and experience are privileged, this consumption being differentiated. The Northwest of Minas (MG), Alta Mogiana (SP) and Matas de Minas (MG) regions were chosen for the analysis, which are the most representative in the national scenario. The results show a positive advance in favor of the institutionalization process, in which the main agents involved play an important role, namely, the government, entrepreneurs and producers.Item The taste transformation ritual in the specialty coffee market(Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, 2017) Quintão, Ronan Torres; Brito, Eliane Pereira Zamith; Belk, Russell W.Although the consumer culture field has addressed the role of ritual processes in consumption, no research has yet identified how connoisseur consumers, through ritual practices, establish and manipulate their distinction from other consumers. Drawing on key concepts from ritual theory, this research addresses the role played by ritual in connoisseurship consumption and consumers’ taste. In conducting an ethnographic study on connoisseurship consumption, the first author immersed himself in the North American specialty coffee context—Toronto, Montreal, Seattle, and New York—from August 2013 to July 2014. He used long interviews and participant observation to collect data, which was then interpreted using a hermeneutic approach. We introduce the taste transformation ritual, theorizing the process that converts regular consumers into connoisseur consumers by establishing and reinforcing differences between mass and connoisseurship consumption. We develop a broader theoretical account that builds on consumption ritual and taste formation.