El perfil de los consumidores de productos de comercio justo. Análisis de las variables que influyen en su intención de compra

El consumo mundial, impulsor del desarrollo y crecimiento económico de los pueblos, no ha sido igual para todas las naciones, ya que sus efectos han sido diferentes para los ciudadanos de los países del Norte y los del Sur, principalmente por dos razones: una, porque han originado complejos y diferentes estilos de vida y aspiraciones, lo que ha originado grandes diferencias entre los individuos de unos y otros países, y, dos, por su falta de valores sociales y éticos. Ante esta situación, la sociedad en su conjunto debe tomar conciencia de este hecho, y a través de un consumo responsable y de un mayor conocimiento de las relaciones comerciales entre los pueblos, debe optar por consumir productos elaborados bajo criterios de justicia y equidad. Para ayudar a alcanzar estos objetivos de equidad, solidaridad, justicia y ética, nació el Comercio Justo, que, en el caso de España, llegó con veinte años de retraso en la década de los ochenta. Aunque a día de hoy sus ventas crecen a un buen ritmo, siguen siendo inferiores al resto de los países europeos, por cuatro razones: (1) el desconocimiento que la mayoría de los potenciales consumidores tienen de este movimiento social; (2) la dificultad de acceder a los productos que comercializan; (3) el poco impulso que se ofrece desde las Administraciones Públicas; y, (4) porque hay pocas investigaciones en las que se haya analizado el Comercio Justo desde la perspectiva de la demanda, lo que ha implicado que no haya un conocimiento profundo sobre los consumidores de este tipo de productos y sobre sus motivaciones de compra. En base a todo lo expuesto, el presente trabajo se concibe como un estudio exploratorio, que tiene como objetivo principal analizar el perfil de los consumidores y no consumidores de productos de Comercio Justo, sus motivaciones de compra y no compra, así como las variables que influyen en la intención de compra futura, tanto en el segmento de consumidores actuales, como en el segmento de no consumidores de este tipo de productos. Para la realización de este trabajo, se ha utilizado, por una parte, una metodología cualitativa, que ha permitido acceder a la información sobre las opiniones y actitudes que intervienen en los procesos de decisión de compra; y, por otra, una metodología cuantitativa, a través de una encuesta online dirigida a 6.500 individuos, que ha permitido tener información, a través de sendos análisis descriptivos univariante y bivariante, de los individuos encuestados sobre el objeto del estudio. Para validar los modelos y contrastar las hipótesis planteadas, se ha utilizado el análisis de fiabilidad y validación de las escalas de medición seleccionadas (Alpha de Cronbach); el análisis factorial exploratorio, para comprobar la dimensionalidad y validez convergente de las escalas de medida; el análisis factorial confirmatorio, para validar la idoneidad de los modelos de medida propuestos; la regresión logística, para comprobar la validez del modelo general de la probabilidad de la compra o no compra de productos de Comercio Justo; y la regresión lineal múltiple, para comprobar la validez de los modelos específicos de intención de compra futura en los segmentos de compradores y de no compradores. Para realizar todos estos análisis, se han utilizado las herramientas informáticas SPSS v21 y AMOS. Las principales conclusiones del trabajo son: (1) que se deben establecer unos criterios claros que definan quién es quién en el movimiento de Comercio Justo, sus fines, sus objetivos, los productos que comercializan, así como su funcionamiento y desarrollo en España; (2) que, a pesar de las grandes ventajas y posibilidades del Comercio Justo, hay una falta de demanda de estos productos por parte de los consumidores responsables, debido principalmente a la falta de información-comunicación sobre el propio movimiento, y, muy especialmente, a la falta de información sobre los productos, los canales de comercialización, las políticas de precios, las políticas de comunicación, etc., y a la necesidad de que estos productos estén accesibles en los lugares donde los consumidores hacen su compra habitual; y (3) que el Comercio Justo español debe afrontar una serie de desafíos, como son la coordinación entre las diferentes organizaciones que participan en su desarrollo; la sensibilización de los consumidores; la creación de una imagen de marca que defina de una manera clara y sencilla qué es el Comercio Justo; la orientación al cliente y no al producto; y extender la red de comercialización de productos de Comercio Justo a los canales donde los consumidores hacen su compra habitualmente. ABSTRACT Global consumption, the driver of economic growth and development of nations, is not the same for all countries, since its effects have been different on people coming from the North or the South. This is due mainly to two reasons: firstly, because they have developed complex and different lifestyles and aspirations, which have led to significant differences between individuals of one country and another and secondly, because they lack social and ethical values. Given this situation, society as a whole should be aware of this fact, and through responsible consumption and a greater knowledge of trade relations between countries, should opt for consuming products produced with criteria of justice and equity. Fair Trade began as a way to help reach these goals of equity, solidarity, justice and ethics. In the case of Spain it did not start until 20 years later, in the eighties. Although today sales of Fair Trade products are growing at a good rate, they are still below that of other European countries, for four reasons: (1) unawareness of this social movement; (2) the difficult access to these products; (3) insufficient government support; (4) the limited research carried out to analyse Fair Trade from the perspective of demand, resulting in a lack of knowledge about this type of consumer and their purchasing motivations. Based on the above, the present study is designed as an exploratory investigation, aimed at analyzing the profile of consumers and non-consumers of Fair Trade, their motivations for buying and not buying, as well as the variables which influence future purchase intention in both the current consumer segment, and the non-user segment of such products. To carry out this study we have used, on the one hand, a qualitative methodology, to obtain information about the views and attitudes involved in the purchase decision process; and on the other, a quantitative methodology, through an online survey of 6,500 individuals, which provided information through two separate univariate and bivariate descriptive analysis, of the individuals interviewed about the object of this study. To validate the models and contrast hypotheses, we have used the reliability analysis and validation of the selected measurement scales (Cronbach's Alpha); exploratory factor analysis to verify the dimensionality and convergent validity of the measurement scales; confirmatory factor analysis to validate the adequacy of the models of measurement proposed; logistic regression, to verify the validity of the general model of the probability of buying or not buying Fair Trade products; and multiple linear regression to test the validity of specific models in future purchase intention in the segments of buyers and non-buyers. To carry out these analyses, we used SPSS v21 software tools and AMOS. The principal conclusions of the investigation are: (1) the need to establish clear criteria which define who is who in the Fair Trade movement, its goals, objectives, the products they sell, as well as its operation and development in Spain; (2) that despite the great advantages and possibilities of Fair Trade, there is a lack of demand for these products by responsible consumers, mainly due to the lack of information-communication about the movement itself, and especially on the range of products, sales channels, pricing policies, communication policies, etc., and the need for these products to be available in places where consumers make their usual purchase; and (3) that Spanish Fair Trade must address a number of challenges such as: coordination between the different organizations involved in trade development; consumer awareness; creation of a brand image that defines in a clear and simple way what Fair Trade is; focus on the customer rather than the product; and expansion of the network of Fair Trade sales outlets to include the channels where consumers usually make their purchases.

PERSONAGENS INFANTIS DO CINEMA NA PROPAGANDA: UMA ESTRATÉGIA NA COMUNICAÇÃO AO PEQUENO CONSUMIDOR

Esta pesquisa tem como foco o varejo de produtos alimentícios que estão em amplo crescimento comercial com o uso de imagens de personagens de cinema infantil na propaganda para potencializar as marcas no mercado. O objetivo é conhecer e interpretar de forma científica, como o uso de imagens de personagens de cinema infantil na publicidade pode resultar no desejo de consumo pelo pequeno consumidor. A metodologia por experimento com crianças de 4 a 6 anos de idade serviu como base para que a questão da pesquisa fosse respondida a partir da aplicação de uma simulação de um ponto direto de venda (PDV). Biscoitos recheados com aplicação nas embalagens de personagens de cinema infantil assim como personagens de publicidade ficaram à disposição de compra do pequeno consumidor. Na conclusão do experimento, observa-se que a questão da pesquisa foi respondida, ressaltando que a publicidade de produtos alimentícios infantis com aplicação de personagens publicitários mantém condições de venda mais favoráveis do que publicidade de produtos alimentícios infantis com aplicação de personagens de cinema infantil, o que cria uma aversão ao discurso do senso comum.(AU)

PERSONAGENS INFANTIS DO CINEMA NA PROPAGANDA: UMA ESTRATÉGIA NA COMUNICAÇÃO AO PEQUENO CONSUMIDOR

Esta pesquisa tem como foco o varejo de produtos alimentícios que estão em amplo crescimento comercial com o uso de imagens de personagens de cinema infantil na propaganda para potencializar as marcas no mercado. O objetivo é conhecer e interpretar de forma científica, como o uso de imagens de personagens de cinema infantil na publicidade pode resultar no desejo de consumo pelo pequeno consumidor. A metodologia por experimento com crianças de 4 a 6 anos de idade serviu como base para que a questão da pesquisa fosse respondida a partir da aplicação de uma simulação de um ponto direto de venda (PDV). Biscoitos recheados com aplicação nas embalagens de personagens de cinema infantil assim como personagens de publicidade ficaram à disposição de compra do pequeno consumidor. Na conclusão do experimento, observa-se que a questão da pesquisa foi respondida, ressaltando que a publicidade de produtos alimentícios infantis com aplicação de personagens publicitários mantém condições de venda mais favoráveis do que publicidade de produtos alimentícios infantis com aplicação de personagens de cinema infantil, o que cria uma aversão ao discurso do senso comum.(AU)

Autonomia docente: trajetórias e desafios na implementação de um projeto interdisciplinar

As exigências atuais em relação ao professor se estabelecem em torno de sua capacidade e sensibilidade de construir, planejar e gerir um currículo capaz de formar um cidadão em condições de, além de tomar atitudes socialmente responsáveis, também consiga produzir mudanças em busca de soluções para problemas que enfrentam em seu cotidiano. Espera-se, portanto, que o professor desenvolva, planeje e elabore projetos educacionais. No entanto, as pesquisas mostram que a maioria dos professores nem sempre está em condições de implementar, executar e gerir tais projetos e, de forma geral, reproduz o ensino que teve nas experiências que vivenciou enquanto aluno. Em nossa pesquisa, buscaremos investigar a trajetória percorrida por dois professores de Física, participantes de um grupo de professores que buscaram pôr em prática um projeto de caráter interdisciplinar, visando compreender como o resgate da dimensão intelectual docente pode ou não contribuir para o desenvolvimento da autonomia profissional do professor de Ciências. Nossa pesquisa parte da hipótese de que muitas das dificuldades enfrentadas pelos professores relacionam-se com a identidade docente de cada professor, bem como suas concepções acerca do exercício de sua autonomia profissional. Assim sendo, escolhemos adotar a modalidade de pesquisa qualitativa denominada estudo de caso, por estarmos mais interessados na identificação de aspectos próprios da realidade docente e do âmbito escolar que interferem decisivamente na maneira como o ensino é praticado, para, assim, analisar como os aspectos intrapessoais, interpessoais e institucionais dos professores interferiram na execução do projeto; caracterizar a autonomia dos docentes de física e analisar se a mesma se desenvolveu ao longo da trajetória do resgate intelectual do ofício de professor. Portanto, na metodologia de coleta de dados, a pesquisa se constituirá de três fases: o planejamento, a tomada de decisão e a análise que os professores fazem das medidas pedagógicas adotadas. Para análise, utilizaremos os referenciais que estudam a autonomia docente relacionando-a com a identidade profissional do professor, fixando nossas atenções, principalmente, nos processos reflexivos a partir do estabelecimento do quádruplo diálogo e do desenvolvimento da alteridade.

Do Methods Matter In Global Leadership Development? A Mixed-Methods Study Of A U.s.-Based International Mba Program

As world communication, technology, and trade become increasingly integrated through globalization, multinational corporations seek employees with global leadership experience and skills. However, the demand for these skills currently outweighs the supply. Given the rarity of globally ready leaders, global competency development should be emphasized in higher education programs. The reality, however, is that university graduate programs are often outdated and focus mostly on cognitive learning. Global leadership competence requires moving beyond the cognitive domain of learning to create socially responsible and culturally connected global leaders. This requires attention to development methods; however, limited research in global leadership development methods has been conducted. A new conceptual model, the global leadership development ecosystem, was introduced in this study to guide the design and evaluation of global leadership development programs. It was based on three theories of learning and was divided into four development methodologies. This study quantitatively tested the model and used it as a framework for an in-depth examination of the design of one International MBA program. The program was first benchmarked, by means of a qualitative best practices analysis, against the top-ranking IMBA programs in the world. Qualitative data from students, faculty, administrators, and staff was then examined, using descriptive and focused data coding. Quantitative data analysis, using PASW Statistics software, and a hierarchical regression, showed the individual effect of each of the four development methods, as well as their combined effect, on student scores on a global leadership assessment. The analysis revealed that each methodology played a distinct and important role in developing different competencies of global leadership. It also confirmed the critical link between self-efficacy and global leadership development.

La ruralidad del 15-M. Iniciativas desde el movimiento agroecológico alicantino

La principal imagen del movimiento 15-M viene simbolizada por las acampadas en las plazas de numerosas ciudades españolas, es decir, su apariencia urbana. No obstante, el derecho a la alimentación sana, el consumo responsable, el acceso a la tierra, la conservación de ecosistemas agrarios y la despoblación del medio rural han sido algunas de las temáticas debatidas en el seno del movimiento. Ello demuestra una sustancial preocupación por la cuestión tanto ambiental como agraria, para las cuales se reclaman alternativas desde una perspectiva propiamente rural. Como se pretende hacer ver en este artículo, en el seno del movimiento 15-M las cuestiones urbanas y rurales son indisociables. Entre ellas destaca la reivindicación de la soberanía alimentaria y de la agroecología como horizontes de una transformación en la organización del territorio. En este artículo se sintetizan los aspectos de ruralidad del movimiento 15-M y sus reivindicaciones de carácter social, ambiental y territorial. De manera particular, se consideran las características propias de iniciativas incipientes que se están llevando a cabo en la provincia de Alicante, en el sureste del Estado español, así como de sus interrelaciones con movimientos rurales en el ámbito regional, nacional e internacional.

Addressing weak inflation: The European Central Bank's shopping list. Bruegel Policy Contribution 2014/05, May 2014

There are clear benefits to price stability. High inflation can distort corporate investment decisions and the consumption behaviour of households. Changes to inflation redistribute real wealth and income between different segments of society, such as savers and borrowers, or young and old. Price stability is therefore a fundamental public good and it became a fundamental principle of European Economic and Monetary Union. But the European Treaties do not define price stability. It was left to the Governing Council of the European Central Bank (ECB) to quantify it: "Price stability is defined as a year-on-year increase in the Harmonised Index of Consumer Prices (HICP) for the euro area of below 2%"[1]. The Governing Council has also clarified that it aims to maintain inflation below, but close to, two percent over the medium term, though it has not quantified what 'closeness' means, nor has it given a precise definition of the 'medium term'[2]. The clarification has been widely interpreted to mean that the actual target of the ECB is close to, but below, two percent inflation in the medium term.

PERSONAGENS INFANTIS DO CINEMA NA PROPAGANDA: UMA ESTRATÉGIA NA COMUNICAÇÃO AO PEQUENO CONSUMIDOR

Esta pesquisa tem como foco o varejo de produtos alimentícios que estão em amplo crescimento comercial com o uso de imagens de personagens de cinema infantil na propaganda para potencializar as marcas no mercado. O objetivo é conhecer e interpretar de forma científica, como o uso de imagens de personagens de cinema infantil na publicidade pode resultar no desejo de consumo pelo pequeno consumidor. A metodologia por experimento com crianças de 4 a 6 anos de idade serviu como base para que a questão da pesquisa fosse respondida a partir da aplicação de uma simulação de um ponto direto de venda (PDV). Biscoitos recheados com aplicação nas embalagens de personagens de cinema infantil assim como personagens de publicidade ficaram à disposição de compra do pequeno consumidor. Na conclusão do experimento, observa-se que a questão da pesquisa foi respondida, ressaltando que a publicidade de produtos alimentícios infantis com aplicação de personagens publicitários mantém condições de venda mais favoráveis do que publicidade de produtos alimentícios infantis com aplicação de personagens de cinema infantil, o que cria uma aversão ao discurso do senso comum.(AU)

SUSTENTABILIDADE E RESPONSABILIDADE SOCIAL : TRANSFORMAÇÕES CULTURAIS NA MENSAGEM PUBLICITÁRIA

Nas últimas décadas, os discursos da sustentabilidade e da responsabilidade socioambiental se tornaram muito presentes na publicidade brasileira. Atualmente, várias marcas e produtos incluem em suas mensagens a preocupação com questões como o meio ambiente, o consumo responsável e a preocupação social. A hipótese levantada foi de que as mudanças culturais que ocorrem na sociedade levam a essa tendência, sem que haja uma relação exclusiva com o discurso econômico. Com isso, as mensagens publicitárias são desenvolvidas de forma a apresentar campanhas de oportunidade, produtos conceituais e empresas militantes. O objetivo da pesquisa foi verificar as características dos textos das campanhas e observar o cenário que influencia a construção da mensagem publicitária de diversos segmentos econômicos, analisando como os discursos se relacionam com os modelos de negócios e as práticas sustentáveis.

Resisting temptation

Triodos Bank, based in the Netherlands, has expanded steadily by building a framework for socially responsible investing. During the 2007-08 financial crisis, it prospered while other banks faltered. Behind its record of success lies a pattern of refusing to take easy or obvious steps to drive growth.

A youth vision of the city: The socio-spatial lives and exclusion of street girls in Bogota, Colombia

This dissertation documents the everyday lives and spaces of a population of youth typically constructed as out of place, and the broader urban context in which they are rendered as such. Thirty-three female and transgender street youth participated in the development of this youth-based participatory action research (YPAR) project utilizing geo-ethnographic methods, auto-photography, and archival research throughout a six-phase, eighteen-month research process in Bogotá, Colombia. ^ This dissertation details the participatory writing process that enabled the YPAR research team to destabilize dominant representations of both street girls and urban space and the participatory mapping process that enabled the development of a youth vision of the city through cartographic images. The maps display individual and aggregate spatial data indicating trends within and making comparisons between three subgroups of the research population according to nine spatial variables. These spatial data, coupled with photographic and ethnographic data, substantiate that street girls’ mobilities and activity spaces intersect with and are altered by state-sponsored urban renewal projects and paramilitary-led social cleansing killings, both efforts to clean up Bogotá by purging the city center of deviant populations and places. ^ Advancing an ethical approach to conducting research with excluded populations, this dissertation argues for the enactment of critical field praxis and care ethics within a YPAR framework to incorporate young people as principal research actors rather than merely voices represented in adultist academic discourse. Interjection of considerations of space, gender, and participation into the study of street youth produce new ways of envisioning the city and the role of young people in research. Instead of seeing the city from a panoptic view, Bogotá is revealed through the eyes of street youth who participated in the construction and feminist visualization of a new cartography and counter-map of the city grounded in embodied, situated praxis. This dissertation presents a socially responsible approach to conducting action-research with high-risk youth by documenting how street girls reclaim their right to the city on paper and in practice; through maps of their everyday exclusion in Bogotá followed by activism to fight against it.^

The Foodservice Industry's Social Responsibility Regarding the Obesity Epidemic, Part I: Parallels to Other Public Health Issues and Potential Legal Implications

The incidence of obesity among both children and adults in the United States (U.S.) has reached epidemic level. If not quickly curtailed, it represents significant long-term costs to all facets of the U.S. economy. The foodservice industry has contributed to this major public health issue. Parallels between the obesity epidemic and the public health issues of smoking and foodborne illnesses could influence the foodservice industry's response to obesity concerns. Of particular note are the parallels between the liability litigation and legislative actions related to smoking and the tobacco industry. This industry has a history of taking socially responsible actions regarding public health issues. There is potential for costs to the foodservice industry from similar anti-obesity litigation and legislation if the industry does not once again assume social responsibility relative to the current obesity crisis and is not proactive in efforts to combat obesity

The Influence of Social Responsibility Image Relative to Product and Service Quality on Brand Loyalty: An Exploratory Study of Quick-service Restaurants

Social responsibility (SR) is becoming an increasingly significant component of many firms’ strategic planning decisions. Research has shown that consumers tend to reward socially responsible behavior. However, there has been little testing of the construct in the hospitality industry. Additionally, when other important variables that influence consumer brand loyalty are considered, will brand social responsibility image (BSRI) still play a significant role? This study investigates the importance of SR and its impact on brand loyalty, relative to product quality and service quality in the quick-service restaurant industry. The authors were also interested to learn whether BSRI impacted consumers' image of product and service quality. It was found that BSRI had a positive impact on brand loyalty, product quality, and service quality. However, product quality was a significantly stronger predictor of brand loyalty than BSRI. Where the vast majority of studies of SR have utilized scenario analysis of hypothetical firms, this study utilizes consumers' perceptions of a real-world firm.

The emergence of integrated private reporting

Purpose - This paper aims to provide evidence to suggest that private social and environmental reporting (i.e. one-on-one meetings between institutional investors and investees on social and environmental issues) is beginning to merge with private financial reporting and that, as a result, integrated private reporting is emerging. Design/methodology/approach - In this paper, 19 FTSE100 companies and 20 UK institutional investors were interviewed to discover trends in private integrated reporting and to gauge whether private reporting is genuinely becoming integrated. The emergence of integrated private reporting through the lens of institutional logics was interpreted. The emergence of integrated private reporting as a merging of two hitherto separate and possibly rival institutional logics was framed. Findings - It was found that specialist socially responsible investment managers are starting to attend private financial reporting meetings, while mainstream fund managers are starting to attend private meetings on environmental, social and governance (ESG) issues. Further, senior company directors are becoming increasingly conversant with ESG issues. Research limitations/implications - The findings were interpreted as two possible scenarios: there is a genuine hybridisation occurring in the UK institutional investment such that integrated private reporting is emerging or the financial logic is absorbing and effectively neutralising the responsible investment logic. Practical implications - These findings provide evidence of emergent integrated private reporting which are useful to both the corporate and institutional investment communities as they plan their engagement meetings. Originality/value - No study has hitherto examined private social and environmental reporting through interview research from the perspective of emergent integrated private reporting. This is the first paper to discuss integrated reporting in the private reporting context.

The recent development and performance of ethical investments

In this chapter, we assess the recent development and performance of ethical investments around the world. Ethical investments include both socially responsible investments (following Environmental, Social and Governance criteria) and faith-based investments (following religious principles). After presenting the development of each type of funds in a historical context, we analyse their ethical screening process, highlighting similarities and differences across funds and regions. This leads us to investigate their characteristics in terms of return and risk, and finally evaluate their historical performance using various risk-adjusted performance measures on a small sample of US funds. Hence we are able to not only compare the performance of each fund with each other and with traditional investments, but also assess their relative resilience to the 2007-08 financial crisis.