Marcia Dutra de Barcellos

• Professor
• Professor (Associate) at Federal University of Rio Grande do Sul

Building upon resource-based view ( RBV ) theory, this cross-sectional study employed binary logistic regression to examine the influence of firm-level factors on the performance of 435 Tanzanian micro and small agri-food processing firms. The results of the study show that intangible resources, age (enterprise, manager), and management practices (...

Background The COVID-19 pandemic has revealed the fragility of the global food system, sending shockwaves across countries' societies and economy. This has presented formidable challenges to sustaining a healthy and resilient lifestyle. The objective of this study is to examine the food consumption patterns and assess diet diversity indicators, pri...

The adoption of 17 sustainable development goals (SDGs) with 167 targets by the United Nations member states in 2015 emphasizes the critical role of science, technology and innovation (STI) in addressing sustainability challenges, including poverty, hunger, health, employment, climate change and energy. However, STI plays a limited role in the cont...

The managers/owners of the agri-food producing companies located in remote rural areas, with limited knowledge and resources for new technologies cannot benefit from the increased performance and competitiveness that the Agriculture 4.0. offers. Meanwhile, those managers/owners often keep very close relationship with their employees and need social...

This cross-sectional study employs resource-based view and resource dependence theories to examine the determinants of access to external finance at firm-level and the effect of access to external finance on performance of 328 agri-food firms. Applying binary logistic regression, results indicate that firm age, ownership, sources of financing, and...

Today, over 90% of all used materials are discarded, leading to a great acceleration of waste and widespread and often inequitable socio-environmental challenges. This Voices asks: how can we sustainably manage waste to alleviate its socio-environmental footprints for a circular and inclusive future?

Purpose Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts...

There is growing pressure to shifts in food consumption patterns to healthier and more sustainable diets due to the overall impact of food production and consumption. However, changes in eating patterns are challenging due to the complexity of eating behavior. Social norms' influence on behavior is well recognized: they are a strong predictor of al...

Consumers use aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food (i.e., aesthetically imperfect foods). In six studies, this research adds to past work by revealing that when the aesthetics bias is applied to food targets, consumers make risk inferences for imperfect (vs. perfect)...

This study aims to map the key stakeholders towards Brazilian beef supply chain sustainability based on stakeholder theory. Using the typology proposed by Mitchell and colleagues in 1997, we identified definitive stakeholders (e.g., slaughterhouses), dependent stakeholders (e.g., government agencies), dominant stakeholder (e.g., Greenpeace), discre...

There has been increasing attention to food production and consumption effects on the environment and human health, especially regarding meat consumption. Traditionally, meat is one of the most important food items in the human diet: it is part of many societies' dominant dietary habits. On the other hand, recent dietary guidelines recommend consum...

The call for papers for this Special Forum resulted in a very competitive selection of 37 being submitted. After several rounds of blind review, six papers were selected for this Special Forum. They clearly illustrate the challenges of carrying out research into sustainable operations and food waste reduction. They examine a variety of units of ana...

COVID 19 disrupted food supply chains worldwide. Existing problems, such as food and nutrition insecurity, increased exponentially. It has become imperative to move to a more sustainable and equitable food system. In this sense, the challenge in researching food losses and waste (FLW) and proposing solutions mobilizes transdisciplinary approaches a...

Purpose The purpose of this paper is to identify the personal values of consumers of ethical cosmetics in Brazil, using the resulting personality types to segment consumers for the development of strategies by Brazilian retailers and international players. Design/methodology/approach This study administered the psychometric Values and Lifestyles S...

Food is one of the three most critical consumer sectors regarding impact and harm to the environment, besides its relevance to public health, poverty and malnutrition. In consumer behavior, rejection is an aspect still under-explored when compared to choice and acquisition processes. In Latin American countries, the discussion of anti-consumption i...

Este estudo tem como objetivo compreender a situação atual do mercado de carne ovina no sul do Brasil a fim de propor estratégias de marketing que criem valor para a cadeia produtiva e aumentem a competitividade setorial.Trinta e duas (32) entrevistas semiestruturadas foram realizadas com varejistas e uma análise de conteúdo ocorreu por meio do sof...

Considering that the demand for food will increase by 70% by 2050, consuming insect-based foods appears as a protein alternative due to their nutritional quality and low environmental impact. However, there is a need to investigate the acceptance of these innovative foods, especially in traditional meat-eating markets, such as in Southern Brazil (l...

This study aims to evaluate the influence of socio-environmental attributes on the purchase intention of and the willingness to pay for beef, based on data from Brazilian consumers, using a discrete choice analysis model. Different consumption situations were analysed to check the influence of functional versus recreational/hedonic beef choice. Six...

This paper aims to investigate the roles adopted by the distinct stakeholders that are engaged in a voluntary initiative to reduce food loss and waste (FLW) in the context of an emerging country. Data were collected by way of participant observation in multi-stakeholder events, observation visits and interviews with 54 food sector stakeholders, and...

Consumer behavior is crucial in the transition towards circular food systems. Studies so far investigate isolated circular food behaviors, but it is still unclear how the literature comprehensively addresses these behaviors. This paper provides an overview of the literature on circular food behaviors. Following a semi-systematic literature review,...

Concerning food products that have a direct relationship with health, the instinct to search for the perfect appearance is dominant. Consumers use food aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food. In six studies, we explore consumers’ food waste decisions by analyzing and r...

Purpose: This paper investigates how chain members collaborate to ensure the sustainability of supply chains through the social capital perspective. Design/methodology/approach: Following a case study design, three social capital mechanisms – reach, richness and receptivity – were used as a lens with two eco-innovative food companies and their res...

This paper aims to investigate the roles adopted by the distinct stakeholders that are engaged in a voluntary initiative to reduce food loss and waste (FLW) in the context of an emerging country. Data were collected by way of participant observation in multi-stakeholder events, observation visits and interviews with 54 food sector stakeholders, and...

The importance of integrating sustainability in businesses practices has gained increasing attention in the food sector. Important sustainable initiatives in this sector refer to food waste solutions. Food waste is defined asfood intended to feed humans, but used in another way. Thisstudy aimsto analyze food waste solutions developed by Brazilian c...

Different stakeholders pressure companies to innovate and to include Corporate Social Responsibility (CSR) in their strategy. This article examines how innovation and CSR relate in some Brazilian companies. We conducted a multiple case study with five companies that claim to be highly innovative and to include social and environmental responsibilit...

This paper aims to investigate how sustainable entrepreneurs innovate in business models to overcome their hybridity-related tensions to achieve environmental, social, and financial goals. A case study was conducted on 12 organizations in seven countries from October 2018 to June 2019 through observation visits, interviews, and secondary data colle...

It is estimated that the amount of waste electrical and electronic equipment (WEEE) increases annually due to planned obsolescence, technological changes and changes in people's lifestyles. The aim of the present study is to identify risks and opportunities related to WEEE from an environmental, social and economic point of view, considering the in...

Recent studies recognize that environmentally oriented anticonsumption gives power to individuals who are willing to express their environmental concerns. Yet, it goes beyond consumers’ decisions and should also include producers’ practices and discourses. In this study, we explore the food system context and the emergence of organic food as a more...

This presentation describes my master's dissertation on preferred product attributes and consumer values in the Brazilian market fror ethical cosmetics.

Call for Papers special issue on Food Waste and Sustainable Operations

Purpose Food waste has received attention during the last decade, especially due to its environmental and social impacts. An important contributor to food waste is consumers’ low preference for purchase fruits and vegetables with unusual appearance, products with damaged package and products close to the expiration date, technically called suboptim...

Supply chain coordination is focused on managing the activities of the partners involved in the relationship. The introduction of sustainability in supply chains introduces more complexity to coordination. Thus sustainable supply chain coordination is the organization, integration and control of all supply chain activity and business aiming to achi...

This study investigates the moderating role of culture in the motivation of consumers’ intention to participate in virtual communities for product innovation. Surveys were conducted in Denmark (n = 1045) and Brazil (n = 617). Findings show that relatedness is the strongest driver of consumers’ intended interaction, but the importance of group vs. c...

The paradoxical tensions in corporate sustainability is hotly debated in the literature. Some authors have underlined the need for empirical works in this field, and the circular economy could help to bridge this gap. The circular economy creates contrasting challenges for companies, which lead to paradoxical tensions. On the one hand, companies pu...

Consumers seem to have a reduced preference to buy fruits and vegetables with unusual appearance, products with damaged package and close to the expiration date, usually called suboptimal food products. However, this pattern of behavior is an important contributor to food waste levels. Interventions aimed at encouraging the purchase of suboptimal f...

A importância da embalagem e rotulagem como mídia, e como um meio de persuadir os clientes tem evoluido. Neste contexto, a informação nutricional do produto torna-se um elemento de embalagem importante a ser considerado durante o processo de tomada de decisão do consumidor. Com base nisso, o objetivo deste trabalho é avaliar o efeito da informação...

span>Governos, organizações não governamentais (ONGs), grandes empresas e startups vêm mostrando que é possível ter ganhos financeiros, ambientais e sociais ao diminuir as perdas que ocorrem com alimentos desde a produção até o consumo.</span

Purpose The purpose of this paper is to analyse main drivers and barriers to food waste reduction in the consumption phase and analyse pathways to anti-wastage behaviours. Design/methodology/approach A systematic literature review was performed in order to understand the main variables affecting the behaviour and to identify pathways to move to...

Purpose Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to investigate factors influencing consumers’ willingness to participate in NPD activities. Design/methodology/approach A survey with 1,038 respondents was held i...

Purpose Purpose: To analyze the moderating role of self-confidence and risk acceptance on the relationship between perceived risk and intention to use internet banking. Design/methodology/approach Design/methodology/approach: A survey was conducted with 180 Brazilian banking customers. The Johnson-Neyman test was used to verify the moderation an...

echnology is one of the most relevant conditions for progress and development in society. Industrial technology generated a new development curve in several productive sectors, such as the alcoholic beverages. Beer is produced since 8000 BC, but its global popularization took place after the Second World War. Yet, brewing technology has been recent...

The development of air-dried cured sheep meat products represents an interesting option to add value to the meat of adult animals. In this context, the aim of the present study was to evaluate consumer sensory and hedonic perception of sheep meat coppa, an innovative product. Four sheep meat coppa samples were formulated by varying smoking (smoked...

The development of high-quality air-dried cured sheep meat products adapted to meet consumer demands represent an interesting option to add value to the meat of adult animals. The present study aimed to evaluate the influence of process parameters on consumer choice of two products from sheep meat under different evoked contexts, considering produc...

This study fills an important gap in the literature by exploring the effects of the attractiveness of a non-monetary promotion with premiums on credit card purchase intention and brand selection. Two experimental studies involving 386 undergraduates were done. Non-monetary sales promotions with attractive premiums have a positive influence on the c...

This theoretical study aims to understand the dissemination of sustainable practices in supply chains through concepts from institutional theory. To analyze sustainability in supply chains, the concepts of organizational field, isomorphism and legitimacy are fundamental. Sustainable practices can contribute to the legitimacy of organizations, since...

It is increasingly apparent the need for discussions on practices for sustainability in different economic sectors and business context. With this perspective, this article aims to analyze how different beef chain members of Rio Grande do Sul are involved with responsible practices, seeking for a more sustainable chain. Therefore, interviews were c...

p> É cada vez mais notória a necessidade de discussões sobre práticas para a sustentabilidade em diferentes setores econômicos e contexto empresariais. Com esta perspectiva, este artigo objetiva analisar como diferentes membros da cadeia de carne bovina do Rio Grande do Sul estão envolvidos com práticas responsáveis em busca de uma cadeia mais sust...

Purpose – The purpose of this paper is to analyse how internal and external factors can influence on the adoption of eco-innovation by food companies. Although innovation and sustainability are relevant concepts, they are not being considered together in the literature. Hereof, eco-innovation encloses both approaches. Design/methodology/approach –...

Considering the highlighted significance of understanding why and how companies integrate environmental sustainability into innovation process, it is important to question: How has the business literature researched ‘eco-innovation’ related to the drivers that boost companies' adoption? What are the drivers and motivation for companies' adoption of...

The way the firm uses its technological resources and competences, the ability to combine/recombine components, methods, processes and techniques to offer products and services plays a central role on the innovation process (AFUAH, 2002). As Indarti (2010) points out, the interactions are a key element in the process of gaining access to, acquire,...

With the economic crisis of 2009, several American restaurants have seen their customer flow decrease and, as a consequence, some chefs began to adopt a new strategy, selling its products in food trucks, with lower operating costs than conventional restaurants. It did not take long for this trend come to Brazil. This study presents the theme of inn...

Actualmente, la innovación resulta ser una condición necesaria –aunque no suficiente- para la competitividad de las firmas. Éstas deben ser proactivas al cambio por medio de la exitosa comercialización de nuevas combinaciones (Schumpeter, 1934). Asimismo, con similar relevancia, se presentan los conceptos de sustentabilidad (Barbieriet al., 2007) y...

Objective: The aim of this paper was to identify the strategies developed for internationalization in order to create value in the artisanal cachaça sector of Brazil. Design/methodology/approach: A multiple-case study was applied in two artisanal cachaçarias. we carried out in-depth, semi-structured interviews with different stakeholders involved...

Purpose – The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product. Design/methodology/approach – A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of struc...

The advances and dissemination of information and communication technologies enable the creation of new forms of sharing and the rise of platforms for collective practices which contribute for the development of new ways of consuming, such as the collaborative consumption. This form of consumption refers to the practice of sharing, commercial loans...

Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to dev...

Brazilian recent economic growth led to a rising demand for products that must satisfy desires that go beyond basic needs. Following this growth, social and environmental awareness upsurge, increasing demand for sustainable food, and subsequently, an opportunity for companies to add value through innovation in sustainable food products, e.g. to dev...

The main focus of this paper is to analyse the production and consumption for eco-innovative food in Brazil. The research can be divided in two parts: the first, focusing in the supply-side, aims to identify food companies’ motivation to adopt eco-innovation, and the second, in the demand-side, to investigate consumer values and attitudes towards e...

The aim of this report is to give an overview and present the main trends of the four largest and most important food retail chains in Brazil, an emerging country from Latin America. We took this specific approach motivated by the fact that Brazil is a major world food producer and consumer. Food retailing represents 70% of the total gross revenue...

The regulation of functional food (FF) is essential to develop innovation in food industry and to ensure consumers’ health. This study aims to identify if and how the institutional environment affects the FF R&D initiatives in Brazil. Data were collected through personal in-depth interviews with FF chain members (experts; industries; regulatory age...

Este artigo trata da capacidade de uma fazenda, a Estância Guatambu, de Dom Pedrito, Regiao da Campanha Gaucha, ultrapassar a fronteira da pecuaria com sua criacao de gados e producao genetica para se tornar tambem, uma vinicola respeitada e reconhecida pela excelente qualidade dos seus vinhos. Este resultado e alcancado com uma gestao familiar qua...

Emerging countries have witnessed an incredible change in their societal structure in the last few years. In Brazil, the economical rise of the middle class brought more that 100 million people to the marketplace. This stimulus to consumerism (i.e. the social and economic order that encourages the purchase of goods and services in ever‐greater amou...

The objective of this research is to analyse the motivations and barriers to develop an innovative food product from the perspective of the two main participants in a development project. The perceptions of a Brazilian food co-operative and a Technological Centre were analysed throughout a case study. The results indicate the existence of a complex...

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on Western consumers’ attitudes to various forms of food production...

Purpose – Several studies focus on agri-food value chain from a consumer or from a supply chain perspective. But there is little investigation integrating both approaches and providing empirical evidence from developing countries. The purpose of this paper is twofold: first, it describes the supply chain of organic products in Brazil, which is an e...

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high pe...

Este trabalho objetivou conhecer qual a influência do país de origem na atitude dos brasileiros em relação às roupas feitas de tecido eco-inovador e na intenção de compra dessas roupas. Foram realizados dois estudos, primeiro foram realizadas entrevistas em profundidade com 10 consumidores brasileiros, e depois um quase-experimento com 115 pessoas,...

Um dos fatores importantes na gestao dos Residuos Solidos de Servico de Saude (RSSS) esta relacionado ao treinamento dos profissionais para uma segregacao correta. De acordo com a Resolucao RDC306 de 2004 da Agencia Nacional de Vigilância Sanitaria (ANVISA), e obrigatorio treinar os funcionarios dos estabelecimentos de servicos de saude para uma co...

Existing research on public attitudes towards agricultural production systems is largely descriptive, abstracting from the processes through which members of the general public generate their evaluations of such systems. The present paper adopts a systems perspective on such evaluations, understanding them as embedded into a wider attitude system t...

Grocery retailers aim to satisfy customers, and because grocery shopping trips are frequently recurring, they must do so continuously. Surprisingly, little research has addressed satisfaction with individual grocery shopping trips. This article therefore develops a conceptual framework for analyzing customer satisfaction with individual grocery sho...

The demands regarding sustainable production and consumption are growing increasingly, the market is opening doors for companies to innovate in products and processes that present themselves as a solution to social and environmental problems facing society today. To this end, in 2010, a Brazilian company began producing the "green" polyethylene, or...

Consumer behavior has been an important topic in academic studies as well as for companies’ strategies. According to the Theory of Planned Behavior (TPB), human behavior is grounded on three constructs: (i) behavioral beliefs, (ii) normative beliefs, and (iii) control beliefs. It is widely recognized that patterns of food consumption have underg...

This study aims to analyse citizens' sustainability attitudes towards food production in the EU, Brazil, and China (n = 2885), using pork as an exemplary production system. The objective is to map citizens' attitudes towards sustainable characteristics of pig production systems, and investigate whether these attitudes coincide with people's general...

Consumers' attitudes and personal values were assessed, investigating if those constructs affect the consumption of pork products. Empirical data was collected through a survey performed with 482 consumers in Brazil, according to Q-PorkChains project definitions. Attitudes towards the environment and nature are quite positive, although ethnocentris...

This study aims at investigating the consumer market for functional foods (FF) in Porto Alegre, South Brazil. Functional food is any healthy food claimed to have a health-promoting or disease-preventing property beyond the basic function of supplying nutrients. Health has been named as the most significant trend and innovation driver in the global...

This paper investigates consumers’ satisfaction level with pork meat and derived products in 26 five European countries. Data were collected through a cross-sectional web-based survey in Belgium, Denmark, Germany, Greece, and Poland during January 2008 with a total sample of 2437 consumers. Data included socio-demographics and questions regarding s...

Processed meats have been under the spotlight, since consumers worldwide are facing a dilemma: how to keep pace with modern life, where the need for convenience, self-indulgence, quality and safety is uttermost, and still preserve naturalness of meat products? In this chapter we explore the consumer's judgement of meat quality and the ongoing trend...

European beef consumption has been gradually declining during the past decades, while consumers’ concerns about beef safety have increased. This paper explores consumer perceptions of and interest in beef safety and beef safety information, and their role in beef safety assessment and the beef consumption decision making process. Eight focus group...

The objective is to investigate consumer satisfaction with dry-cured ham in five European countries. A logistic regression model has been fitted using data collected through a cross-sectional web-based survey carried out in Belgium, Germany, Denmark, Poland and Greece during January 2008 (n=2437 of which 2156 were dry-cured ham consumers). Satisfac...

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions t...

In spite of being the world's most consumed meat, pork ranks only third in Brazil, with a consumption level much lower than that of poultry and beef. Although consumption of fresh pork meat has been increasing in recent years, 67.9% of the Brazilian pork consumption is based on processed pork products. Despite the chain's many technological improve...

Globalization of food supply chains requires from companies located in developing countries to comply with strict production standards. Hence, there is an increasing need for socio-economic environmental certification worldwide. A way to meet food standards is to create a supply chain man-agement that deals with sequential processes coordinated by...

The use of new technologies in beef production chains may affect consumers' opinion of meat products. A qualitative study was performed to investigate consumers' acceptance of seven beef processing technologies: marinating by injection aiming for increased 1) healthiness; 2) safety; and 3) eating quality; 4) marinating by submerging aiming for incr...

Apesar do número de publicações específicas sobre Orientação para Aprendizagem e para Mercado, não há consenso sobre a relação entre estes construtos e Inovação (IN). Neste sentido, este estudo investiga o impacto da Orientação para Aprendizagem e para Mercado na Habilidade de Desenvolvimento de Novos Produtos (HDNP) em contextos de alta e baixa or...