Exploring attitudes and behavioral intention of brazilian consumers towards fair trade and fair trade products

• Autor(a) principal: Prediger, Thiago Ferreira
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/13648
• topic: Consumer behavior; Attitudes; Intention to buy; Ethical consumption; Fair trade in Brazil; Fair trade; Intenção de compra; Disposição a pagar; Ciência política; Preços - Estabilização; Comportamento do consumidor - Aspectos morais e éticos; Consumidores - Atitudes

Global sales of FT products have been growing consistently in the last years. According to the FLO, they jumped from less than €1 billion in 2004 to around €5,5 billion in 2013. Although the movement is still beginning in Brazil, some efforts aiming the institutionalization of FT are already being done. For instance, Schneider (2012) shows that there is a potential market for the FT products in Brazil, however the it is still not well developed. Therefore, there is a need to better understand the variables affecting purchase intention of these product. Past studies have identified factors that are considered predictors of Intention to Buy FT products. Considering these factors, this study aims to determine the variables that are most related to the consumers’ intention to buy and willingness to pay for FT products in Brazil. Based on the answers of 124 respondents, results show that intention to buy FT products in Brazil is linked to the consumers’ ethical consumption attitudes, product interest and quality, low skepticism and positive interest regarding the FT concept. The results also showed two antagonistic clusters of consumers regarding their attitudes. The group 'Activists' have positive attitudes, high intention to buy and willingness to pay. On the other hand, the 'Unbelievers' have negative attitudes, low intention to buy and are not willing to pay more. Based on the results of this study, organizations and individuals who aim to foster the FT market in Brazil can better understand the consumer and take more assertive marketing decisions, considering the relevance of factors affecting Intention to Buy, and differences between consumers.