Determinantes do comportamento de compra de produtos fair trade por grupos de residentes nos Estados Unidos

Abstract

This study aims to comprehend and analyze the determinants of Fair Trade products purchasing behavior among consumer groups residing in the United States. Employing a quantitative, explanatory approach, the research was conducted through a survey in which the collected data underwent Factor Analysis and K-means Cluster Analysis. The primary outcomes revealed four factors capable of elucidating Fair Trade product consumption: 1) Awareness of the movement and product availability; 2) Consumer lifestyle and identity; 3) Ethical values and socio-environmental concerns; and 4) Price and Quality. Furthermore, the analysis resulted in the categorization of the examined variables into six distinct clusters, which exhibited similar characteristics in terms of Fair Trade product consumption but varied in their intentions for future purchases. This study advances on two dimensions: firstly, it provides a theoretical framework to synthesize studies on Fair Trade consumption, and secondly, it introduces an analytical framework that raises questions beyond the traditional understanding of factors influencing the behavior of Fair Trade consumer groups, warranting further investigations.