The use of collective trademarks as a strategy to reduce information asymmetries in the agroecological market
DOI:
https://doi.org/10.33240/rba.v21i2.59599Keywords:
quality signaling, territoriality, information economics, place brandAbstract
Information asymmetry undermines trust and remuneration in agroecological markets. The study examines whether collective trademarks, conceived as place brands, function as signals of origin and agroecological practices. It combines a literature review with a normative–institutional analysis in Brazil, contrasting third-party and participatory certifications, geographical indications, and collective trademarks, from which criteria for an effective signal are derived. Findings show limits of geographical indications for diversified, small-scale arrangements and identify five criteria for an effective signal: flexible collective governance, coverage of products and services, accommodation of diversity, accessibility, and territorial reference. It concludes that the collective trademark, framed as a territorial brand, materializes attributes of credibility, reduces asymmetries, and strengthens agroecological territories.
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