Abstract
Objective of this paper is to analyse the motivations in the purchase of Fair Trade (FT) food products sold in the World Shops (WS) in order to characterize WS consumer profiles according to the ethical content of their motivations. At this end, a questionnaire has been distributed to a sample of consumers in Emilia Romagna, Puglia and in Campania. A principal component analysis has been performed in order to identify the main motivations in the purchase. On the basis of these results, consumers have been classified, by applying a cluster analysis, in homogenous segments. The cluster analysis reveals that 76% of consumers in Emilia Romagna buy FT products for an ethical motivation, 56% of consumers in Puglia and 43% of consumers in Campania buy these products for an ethical motivation.
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