Compras coletivas no mercado de orgânicos: um diagnóstico estratégico da rede ecológica do Estado do Rio de Janeiro

The demand for organic products has increased considerably in recent years. This is mainly due to the growing concern about health and the strong environmental appeal. However, the growth of organic agriculture could be even greater, but unfortunately, despite the expansion of supply, the higher prices of organic compared to conventional products make it insufficient. In this context, collective purchases appear as a solution to this problem, since they allow consumers to access organic products at a fair price, being an alternative economic practice. In addition, another obstacle to the development of the organic market is the low level of public awareness of its benefits. In this way, having the Rede Ecologica as the object of study, present in Rio de Janeiro state and characterized as a solidary economic organization that, in addition to making collective purchases, aims to promote conscious consumption, the present study sought to present the applicability of strategic tools such as SWOT matrix and BSC in this type of organization. The SWOT matrix was used to give a detailed analysis of the organizational environment in which the Rede Ecologica is inserted and, from this analysis, a proposal of BSC and a strategic map was developed aiming at the improvement of the Rede’s management. Being the Rede Ecologica not just an organization that make collective purchases, its structuring activity, the collective participation represents to their members a space that promotes materialization of values.