O comércio justo em Amarante

: como funciona e quem são os seus consumidores?

Abstract

This dissertation focuses on the Fairtrade (FT) movement. The main objective of this investigation was to understand how Fairtrade works in the city of Amarante, as well as to know its consumers and the reasons that lead them to consume products in this form of trade. In methodological terms, a mixed research methodology was chosen. On the one, the qualitative method was used to investigate the modus operandi of the first Portuguese importer and distributor of FT products, an exploratory interview was carried out with the president of Cooperativa Equação. On the other hand, the quantitative method was used, through the application of a questionnaire survey to 96 consumers of the Casa da Juventude de Amarante (CJA), to determine their knowledge about the movement and other factors of the buying process. As the main results of the investigation, it was concluded that the FR movement in the city of Amarante is promoted by Cooperativa Equação, and its modus operandi is aligned with the principles and values of the movement. It was also concluded that consumers from Amarante are familiar with FR products and are mostly female, under 60 years old, with a high level of education and with a significant volume of economic capital. Motivation, satisfaction, and purchase intention of consumers are the psychological factors that show a greater influence on the process of buying Fairtrade products at CJA, as well as sociodemographic factors such as age, gender, education, and annual income.

Date of Award	23 Oct 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sandra Lima Coelho (Supervisor)