Abstract In a context of searching for economic sustainability and health-promoting practices, agroecology presents itself as a point of integration of several knowledges: traditional, scientific, productive technical and economic-social. Moreover, in order to truly achieve sustainable agriculture, all aspects of food production, distribution and consumption need to be integrated, and consumers’ choices can be considered as an impact factor on the environment. This article aims to characterize consumers in three agroecological markets in the municipalities of Belo Horizonte, Santana do Riacho and Jaboticatubas, in Minas Gerais. A primary data survey was used, with 191 questionnaires applied in three agroecological neighborhood markets. The statistical analysis used was cluster analysis; 2 clusters were identified: a) “Consumers Closer to Agroecological Knowledge”; and b) “Sustainable Consumers and Less Close to Agroecological Knowledge”. These analyses allowed to identify the real perceptions of consumers regarding agroecological markets and to define assertively the limitations of the locations, in addition to showing which strategies are the most appropriate to simultaneously meet the needs of consumers and stimulate the sale of products, thus ensuring the financial viability of farmers.

Este trabalho, à luz da Nova Economia Institucional (NEI), avaliou nove contratos, destacando alguns usados no agronegócio brasileiro. Para isso, usaram-se os atributos da transação nos três principais vetores que os caracterizam, os quais possibilitam arquitetar formas contratuais que tenham o menor custo de transação. O fato de os contratos serem uma modalidade de estrutura de governança, quando considerados de forma ampla, representam os mais variados acordos entre os agentes econômicos. Neste sentido, a análise a ser desenvolvida utilizará um método estatístico multivariado que avaliará nove contratos, em sua maioria em consonância com o agronegócio: cinco contratos de venda, três contratos de franquia, um contrato de parceria agrícola. Essas relações possibilitaram enfatizar quais são as principais preocupações dos agentes quando firmam relações contratuais entre si, ou seja, qual ou quais atributos da transação está(ão) implícito(s) na elaboração dos contratos. Como resultado, observou-se que os contratos de compra e venda de cana-de-açúcar 2 e 3, compra e venda de mandioca, franquia de bebida/cachaça, franquia de produtos de concreto, franquia de escola de idiomas e parceria agrícola visam resguardar o atributo especificidade do ativo; e contratos de compra e venda de cana-de-açúcar 1, direciona para a freqüência. Já contratos de compra e venda de soja estão mais propensos à incerteza.<br>This study, in the light of transaction cost theory, has assessed the contractual relationships, eliciting the contracts in the Brazilian agribusiness. By using the transaction attributes in their main vectors of the features in which give the possibility to design the government structure of the lower cost. The contracts present a government structure, which when they are widely considered to represent a variety of agreement among the economic agents. On this system, the analysis to be developed is going to adopt a statistic multivariate method, which is going to assess nine contracts mostly consonant with the agribusiness (five contracts on sales, three on franchising and one on agriculture joint venture). These relationships facilitate to emphasize which are the main fears of the economic agents when they not only make contractual relationship among them but also what is/are the transaction attribute(s) implicit in the established contracts. As a result, it was also observed the purchase and sale contracts of sugar cane (two), franchising of beverages, concrete made products, language schools and agriculture joint venture which are more linked to the specific commodities. Purchase and sale contract of sugar cane (one), manioc and sugar cane (three) direct to a frequency. Purchase and sale contracts of soybean are inclined to be more uncertain.