La motivación de compra de productos de comercio justo: propuesta de un índice de medición por diferencias sociodemográficas
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Entre os diferentes campos de estudo do comércio justo, o que está baseado na análise das características do consumidor é um dos mais ricos e interessantes. O objetivo do texto é contribuir para dar resposta à pergunta sobre as motivações que levam os consumidores a comprarem produtos de comércio justo. Para isso, são analisados o conceito de comércio justo e a dimensionalidade das motivações de compra deste tipo de produto. O trabalho explora empiricamente as diferenças sociodemográficas entre os consumidores pesquisados sobre a base de um índice construído a partir das pontuações da motivação de compra em lojas de comércio justo. Esse índice permite descrever diferenças de comportamento por sexo, faixa etária, grau de escolaridade e nível de renda. Os resultados mostram que o comércio justo é amplamente conhecido, e que dimensões sociais e funcionais motivam a compra.
fair trade, consumer behavior, ethical consumption, measuring indexcomercio justo, comportamiento del consumidor, consumo ético, índice de medicióncomércio justo, comportamento do consumidor, consumo ético, índice de medição
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