FACTORS THAT DETERMINE THE PURCHASE INTENTION OF FAIR TRADE PRODUCTS OF ECUADORIAN CONSUMERS

Abstract

Fair trade is a global social movement that has shown increasing impact in recent years, and has
served as an alternative approach to trade that encourages minimum returns, sustainability and
ethics. Research on consumer perceptions of Fair Trade labeled food products is essential to
increasing consumption. The objective of this research is to identify the factors that determine the
purchase intention of fair trade products of Ecuadorian consumers. From a questionnaire designed
based on a Systematic Literature Review, with the judgment of experts, it was possible to identify an
underlying structure of six (06) factors: Purchase intention and support, Subjective norms, Attitude
and Awareness, Product, Attitude, and, Personal Norm and own identity; in accordance with previous
research on the subject. The final model presented evidence of validity and reliability, given the results
of the factor analysis and internal consistency analysis; Therefore, it could be used to determine the
purchase intention of fair trade products of Ecuadorian consumers, and with prior adaptation, in other
contexts.