Ecosocial marketing: an approach to evaluate the commercialization of agroecological baskets

Abstract

is work recognizes the importance of agroecology
for the rural productive inclusion, specifically for the inclusion
of family farmers who live in rural settlements of agrarian reform
because, in general, their activities fall within the short circuit of
commercialization. e objective of this study is to evaluate the
satisfaction of consumers of the agroecological baskets offered
by the Group of Well-being Agroecological Farmers (Ladário/
Brazil), based on marketing tools. e results point both to a
series of actions that can contribute to the strengthening of
the group, and to a discussion around ecosocial marketing, an
approach that starts within capitalist society, allowing a change
from the inside to the outside, privileging the improvement of
quality of life for the community and the environment.