O impacto da confiança percebida entre produtor e indústria na percepção de risco de segurança do leite cru : um estudo na cadeia produtiva do Rio Grande do Sul

• Ano de defesa: 2017
• Autor(a) principal: Pozzo, Danielle Nunes
• Orientador(a): Hansen, Peter Bent
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração e Negócios
• Departamento: Escola de Negócios
• País: Brasil
• Palavras-chave em Português: Gestão de Riscos em Cadeias de Suprimentos; Risco de Segurança de Alimentos; Leite; Percepção de Risco; Confiança; Controle
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/7557

Food safety is a growing concern and has been discussed under supply chain risk management perspective over the last years. The milk productive chain, which has an international and significant background of risk events, has recently become a point of discussion in Brazil due to the great amount of cases of contamination and fraud. Risk perception is an important aspect in order to understand risk management and decision-making, however few studies consider this approach, especially from the producers' perspective. Therefore, this study aimed to measure how trust level as perceived by farm producers regarding their relationship with manufacturers affect food safety risk perception regarding raw milk from the producers' point of view. This study has a quantitative approach and can be considered an exploratory research regarding food safety risk management in the supply chain due to the lack of previous quantitative models addressing food safety risk perception. A theoretical model was proposed based on literature review including risk level, formal control, trust and food safety risk perception. Five risk events were also defined - and were used as a scenario reference to measure producers' perspective regarding food safety risk perception - and represent occurrences related to raw milk that can be observed inside the dairy farm: microbiological contamination, chemical contamination, cattle feed contamination, inadequate use of cattle medication and milk fraud. Data collection was conducted by Emater/RS agents, directly on the dairy farms, resulting in 265 valid cases. Structural equation modeling was used for data analysis. As a result, the positive relationship between risk level and formal control perceived by farm producers was confirmed. The hypothesis that conditions with high formal control level leads to low risk perception was also supported, representing a negative relationship between the two constructs for all the five risk events. The moderating role of trust was supported only for chemical contamination and fraud, a result that can be related to the legal requirements and its use by manufacturers to define control mechanisms, considering that chemical contamination and fraud are only partially mandatory by law. Additionally, the role of trust as a predictor was confirmed for all the risk events tested on this study. Therefore, trust was found as a relevant factor affecting producers' risk perception directly (as a predictor variable) and as a moderator variable (on the relationships involving the events that are not under total legal control), reducing it even in contexts of high risk level and partially effective controls.