LAUSR

Purpose This study aims to analyze which collective actions (cooperation, coordination and collaboration), present in the supply chain of artisanal products, generate positive effects in terms of social gains. Design/methodology/approach The authors conduct multiple case studies in the supply chain of seven artisanal agroindustries in the Distrito Federal, Brazil. The data were collected through interviews, documental analysis and direct observation. The data were analyzed using the content analysis technique proposed by Bardin (1977). With priori and a posteriori analytical categories, it was possible to conduct: a detailed analysis of the current situation of artisanal agroindustries regarding collective actions from the perspective of supplier/supplier and supplier/client and a detailed analysis for the possible effects of collective actions that impact the supply chain and the indicators of social sustainability of artisanal agroindustries. Findings The results indicate that cooperation and collaboration have contributed positively in the transactions of the products of the artisanal agroindustries, reflecting in social gains for the producing families. In this context, some collective actions can be highlighted as follows: the collective commercial spaces, the demonstration spaces of the artisan products in the clients’ environment, the prospecting of improvements from the final consumers, the face-to-face meetings with the suppliers, the product dissemination by the customer, the joint marketing actions and the rationalization of transportation logistics. Research limitations/implications The study used a qualitative approach and findings and discussion are inherently interpretative and cannot be generalized. Practical implications This study can contribute to researchers and practitioners interested in collective actions contributing to the incrementation of social responsibility in agri-food supply chains. Social implications Understanding how the collective actions support the inclusion of smallholding and artisanal producers in agri-food supply chains can help policymakers and managers to implement initiatives related to social responsibility, which can be measured using social indicators. This creates a social benefit through rural growth and economic development, generation of income and social productive inclusion of the artisanal producers in larger agri-food supply chains. Originality/value For the best of the authors’ knowledge, this is the first paper approaching collective actions as the main source of incrementation of social benefits, which can measure the incrementation of social responsibility in agri-food supply chains.