CONSUMPTION OF PORK IN BRAZIL: SYMBOLIC ASPECTS AS DETERMINING FACTORS IN BEHAVIOR

Abstract

Brazil ranks fourth as the greatest world producer and exporter of pork, even though the country´s per capita consumption is low when compared to the volume/year consumed in other countries. While taking into consideration positive nutritional aspects in the consumption of the protein to the detriment of other more consumed ones and the efficiency in all links of the Brazilian production chain, a review of the literature identified several different motivations by consumers with regard to the inclusion or exclusion of pork. The symbolic aspects linked to pork consumption in the papers analyzed revealed that promotional campaigns should be undertaken to inform the population on the modern and current production techniques, the nutritional quality of pork, the sanitary conditions and the ease in preparing it. The consumer should perceive pork from a different point of view, or rather, the result of information given to the consumer through labels and publicity.