Productos de comercio justo. Conocimiento y aceptación por parte de los consumidores

Fair Trade is a global movement that promotes more equitable international trade relations, with the development of alternative supply chains, recognizing the importance of trade as a development tool for developing countries. Although the model has grown significantly in the last two decades, certified Fair Trade products still represent only a small part of the total consumption of products imported from developing countries, with Spain virtually unchanged. Therefore, it is necessary to explore initiatives that allow an understanding of the trade and production model, promoting this market model and sustainable consumption.This Master's Thesis (TM) presents the results of a survey conducted in 2019 to 303 consumers in the Region of Murcia (Spain), whose main objective was to know their level of knowledge and consumption of Fair Trade products, and in particular to analyze the importance they attach to the essential attributes of these food products, such as price, product quality, the origin of organic production systems and the presence of the Fair Trade label.The analyzed data provide very important information about the demand of Fair Trade products, in terms of consumption habits, knowledge and appreciation of these products. In addition, this study has been proposed for a specific case of Fair Trade product, such as coffee, combining two experiments of choice following the methodology of the Joint Analysis and a Contingent Valuation exercise, which provide useful information on preferences and profiles of domestic consumers with respect to different types of coffee, contrasting the importance in the final decision of purchase have the attributes chosen by consumers, especially the price and the existence of Fair Trade certifications and labels organic or ecological production . The results have shown that ethical behaviors and more complete information about Fair Trade products provide an additional utility that, if they occur, would increase the willingness and decision of ethical and quality conscious consumers to pay more for the product. Fair Trade coffee.