Fair trade consumers in Portugal: values and lifestyles

This article results from an empirical research on FT in Portugal. The study combined qualitative and quantitative methods. Thus, biographical interviews and a survey were used to collect data about FT consumption practices as well as the profile of Portuguese FT consumers. Sociological portraits allowed for analysing the interviews. In this article one aims to presenting and discussing qualitative findings from this research. The main contribution of this article is to provide information about FT consumers' lifestyles. In order to achieve this goal, one presents nine sociological portraits. This article aims to clarify to what extend consumption practices of these FT consumers pursue, or not, buycotting strategies as a collective action aiming at promoting social change, or if buying FT goods is just a traditional action, without any ideological background.