Fair trade products’ consumption: A market segmentation by personal values

This study used Schwartz’s values theory to draw a market segmentation related to fair trade products. We studied the interrelationships between data on fair trade purchase of an Italian consumer sample, socio-demographic variables, and personal values measured by Schwartz Value Survey (SVS). The analysis was carried out in two steps. First, we tested whether there were significant differences between three groups with different level of fair trade expense, in relation to several socio-demographic variables and values. Second, the variables that proved to be different were used in a cluster analysis to segmentate fair trade market and to draw the profiles of the fair trade Italian consumers.