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Neste artigo apresentam-se alguns resultados de uma investigação sobre os consumidores de Comércio Justo (CJ) em Portugal, sobre as suas práticas de consumo justo e as razões que os levam a adquirir produtos oriundos desta modalidade comercial alternativa. A análise dos dados recolhidos revela que os motivos que conduzem os consumidores ao CJ são plurais: o consumo de produtos de CJ pode exprimir preferências individuais que concernem não só ao gosto, à qualidade e ao exotismo dos produtos, mas também aos valores morais destes consumidores.
In this paper we present some results of a research project about Fair Trade (FT) consumers in Portugal. One analyses consumers’ practices and the reasons that lead to purchase products from this new social and economic movement. The analysis of the data reveals that the reasons that lead consumers to FT are plural: the consumption of FT products can express individual preferences that concern not only to the taste, quality or exoticism of these goods, but also to the consumers’ moral values.
In this paper we present some results of a research project about Fair Trade (FT) consumers in Portugal. One analyses consumers’ practices and the reasons that lead to purchase products from this new social and economic movement. The analysis of the data reveals that the reasons that lead consumers to FT are plural: the consumption of FT products can express individual preferences that concern not only to the taste, quality or exoticism of these goods, but also to the consumers’ moral values.
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Keywords
Comércio justo Práticas de consumo Valores Fair trade Consumption practices Values