Market Practices and Structuring Practices on Market Making: Sustainable Certified and Specialty Coffee Market Dynamics in Brazil
Resumo
On this paper, in a five years longitudinal study, the theoretical framework the constructivist market studies (CMS) were used to analyze how market practices interacted with structuring practices in the making of market arrangements throughout the sustainable and specialty coffee market development process in Brazil. Through the historical reconstruction of the UTZ certification program in Brazil and the Cup of Excellence (COE) coffee quality competition, based on document analysis and in-depth interviews, it was possible to identify the main market practices adopted by the actors involved in the organization and in market designing. It was possible to select specific translation moments that resulted in different market framings, showing how rules, devices and practices shaped the Brazilian coffee market. Main representational, normalizing and exchange practices were identified and it was highlighted the role of a new analytical category called “market structuring practices”, which acts as an important mechanism for the making of market arrangements and for the shaping and consolidation of market practices (marketization process).
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