Resumen

SERVERA FRANCES, David; FAYOS GARDO, Teresa; ARTEAGA MORENO, Francisco Javier  y  GALLARZA GRANIZO, Martina. Fair trade product purchase motivation: a sociodemographic difference index proposal. Cuad. Adm. [online]. 2012, vol.25, n.45, pp.63-85. ISSN 0120-3592.

Among Fair Trade studies, those based on consumer feature analysis are some of the richest and most interesting ones. The objective of the present work Is to contribute contribute to knowledge in this field, particularly In response to the question about the motivations leading consumers to fair trade product purchase. To attain this, both the fair trade concept and the dimensions involved in Its motivations are theoretically analyzed. In practice, a fair trade product purchase motivation index is developed in order to explore the contrasting sociodemographic profiles of consumers. This was attained from purchase Incentive scores obtained at the shops in question. Thus, consumer behavior differences are described in terms of sex, age, and education and income levels, leading to conclude that this trading mode is well known among the public and that consumers are driven by social and functional purchase motivations.

Palabras clave : fair trade; consumer behavior; ethical consumption; measuring index.

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