THE CONSUMPTION OF FOOD PRODUCTS IN SHORT CHAINS: the case of social and reputational labels

There have been an increasing demand for products of short food supply chains, which enable consumers to identity of the product and its origin, which is established through information transmitted by labels and certifications. This article analyzed consumers’ motivations for demanding products with labels of local or social reputation. A survey was conducted with consumers in São Paulo. Descriptive statistics was used to raise the consumer's profile and their motivations for consuming these products. The consumer's motivations are related to aspects of the place of origin, as well as the benefits of acquiring it, without considering price aspects.