Fair trade in Spain and the analysis of its perception in the Valencian Comunity

Abstract

In this final project of my degree, firstly we try to show the situation of Fair Trade in Spain through a quantitative and qualitative approach, also to get to know the territorial signification and lastly the implementation grade. Fair Trade pursues the improvement of North/South parallel relations, bettering the producers’ lives through the removal of commercial brokers. As a consequence of that it is possible to provide a payment of a fair-price for the raw materials and at the same time it protects both, the natural resources and the environment. From a humble background and step by step, Fair Trade has been able to turn into a global network. Increasingly it connects with more innovative commercial channels, all of which have the same goal, to reach the most possible people and to be able to achieve sustainable development. This kind of market is endorsed through the Fairtrade seal, which is the only one that guarantees one hundred percent that the products (the ones which have this label) have accomplished the essentials or the norms of this kind of trade. Afterwards, as an answer to the lack of wider and detailed studies by autonomous communities, this paper analyzes the perception of Fair Trade in our territory, the Valencian community. Specifically, it covers both, the level of knowledge about Fair Trade in our area, the habits surrounding it and motivations for purchase. The data has been obtained through a survey. It was acquired in two ways: directly and online (through different social networks). As a conclusion we can say that 54% of the population claims to know what Fair Trade is, mostly women. The most consumed products are the sugar (10’08%), and then the coffee (8’04%), which are usually bought in street markets or health food shops. From the sample obtained, 36% claims to consume Fair Trade products. The main purpose of the present academic work is to give an idea of the perception Fair Trade in the Community of Valencia. In this way, the organizations tasked with the development of these products will be able to improve the information given about these articles and their market placement.