Purpose: The purpose of this study is to investigate whether there is a correlation between attitude andbuying decisions of consumers regarding certified coffee. The study will examine whether marketsurveys measuring consumer’s attitudes, is a good method for predicting a purchasing decisionsregarding certified coffee. Method: To study consumer attitudes towards certified coffee, we have implemented a web-basedsurvey at Facebook. A total of 108 responses were recorded. To complement the Facebook study wehave conducted three surveys on persons who are customers at ICA. Respondents here consists of customers who traded at an ICA store in Stockholm on three different occasions and times. In order tostudy consumers' actual buying decisions are also sales on Fairtrade and KRAV-certified coffeecollected. Theory: The study is based on the two theories "The Theory of Planned Behaviour" and "TheDecision-Making Process," which describe consumers' attitudes and purchasing behavior to a product. Conclusions: The study’s results show that one can discern a pattern among the four sub-studiesregarding respondents' attitudes and purchase decisions of certified coffee. Results of this study showthat the respondents on average have a neutral attitude to certified coffee. Women have a more positive attitude to certified coffee than men. Students and workers' attitude to certified coffee is not different.There is a correlation between respondents' attitude to the stated purchase decision regarding certified coffee. The stated purchase decision is the buying decision that the respondents have stated in the questionnaire surveys. An analysis of the sales of Fair Trade and KRAV however, we can see that thereis a paradox between consumer attitudes and the actual buying decision when it comes to certified coffee. Approximately 36 percent of respondents have a positive attitude to certified coffee while Fairtrade and KRAV-certified coffee have a sales share of about 10 percent of the total coffee market in the Swedish grocery trade in 2011. The study concludes that there is a relationship between consumers' attitude to and the actual purchase decision regarding certified coffee. Market surveys which measure consumers' attitude is not a reliable method for predicting consumers' purchasing decisions regarding certified coffee.

Submitted by biblioteca unifenas (biblioteca@unifenas.br) on 2017-08-29T19:04:44Z No. of bitstreams: 1 Maria Beatriz Gandini Bittencourt de Oliveira Dissertação.pdf: 644023 bytes, checksum: fb715380e0b038a30a86c1bed9a7bec2 (MD5) / Made available in DSpace on 2017-08-29T19:04:44Z (GMT). No. of bitstreams: 1 Maria Beatriz Gandini Bittencourt de Oliveira Dissertação.pdf: 644023 bytes, checksum: fb715380e0b038a30a86c1bed9a7bec2 (MD5) Previous issue date: 2016-08-11 / Brazil is the world's largest coffee producer, and Minas Gerais, the state responsible for most of the coffee production in the country. In recent decades many changes have occurred in the production and consumption involving the coffee sector. Consumers and coffee buyers are more demanding about the social, environmental, economic and qualitative criteria; if the product is in compliance with labor laws, that is. Consequently, seeking to aggregate more value to their coffee production, farmers felt the need to find new methods to meet this new market niche. The Fair Trade certification has emerged as a good alternative to increase the benefit which was perceived by consumers of a differentiated coffee. Therefore, farmers associated with the Cooperative of Family Farmers from Poço Fundo were interviewed on five occasions in the meetings of the cooperative members. The study case showed that the income obtained from the marketing of the coffee with the Fair Trade certification led the farmers to better conditions to maintain a greater economic balance. Since they receive a fairer price for their coffee, the profits are reinvested in their rural properties. It is noteworthy that the participation in the Cooperative strengthened the farmers and gave them more tranquility and the feeling of being safe in their commercial transactions. It was observed that after the Fair Trade certification farmers have adopted sustainable practices which take into account the preservation of the environment. / O Brasil é o maior produtor de café do mundo, sendo Minas Gerais, o estado responsável pela maior produção cafeeira no país. Nas últimas décadas, diversas mudanças têm ocorrido na produção e no consumo envolvendo o setor cafeeiro. Os consumidores e compradores de café estão mais exigentes quanto aos critérios sociais, ambientais, econômicos e qualitativos, ou seja, se os produtos adquiridos estão de acordo com o cumprimento das leis trabalhistas. Consequentemente, os produtores rurais sentiram a necessidade de buscar novos métodos para a produção de café para atender a esse novo nicho de mercado procurando agregar mais valor à produção. A certificação Fair Trade surgiu como uma boa alternativa para aumentar o benefício percebido pelos consumidores de um café diferenciado. Diante disso, foram entrevistados produtores rurais associados à Cooperativa dos Agricultores Familiares de Poço Fundo, em cinco ocasiões, nas reuniões dos cooperados. Verificou-se nesse estudo de caso que a renda, através da comercialização do café com a certificação Fair Trade, acarretou melhores condições para os produtores rurais manterem o equilíbrio econômico. Os lucros são revertidos para as suas propriedades rurais, pois recebem um preço mais justo pelo café. Destaca-se que a participação na cooperativa fortaleceu e deu a eles mais tranquilidade e segurança nas transações comerciais. Observou-se que, após a certificação Fair Trade, os produtores rurais adotaram práticas mais sustentáveis, levando-se em consideração, a preservação do meio ambiente.

Submitted by biblioteca unifenas (biblioteca@unifenas.br) on 2017-08-29T19:57:37Z No. of bitstreams: 1 Maria Beatriz Gandini Bittencourt de Oliveira Dissertação.pdf: 644023 bytes, checksum: fb715380e0b038a30a86c1bed9a7bec2 (MD5) / Made available in DSpace on 2017-08-29T19:57:37Z (GMT). No. of bitstreams: 1 Maria Beatriz Gandini Bittencourt de Oliveira Dissertação.pdf: 644023 bytes, checksum: fb715380e0b038a30a86c1bed9a7bec2 (MD5) Previous issue date: 2017-08-11 / Brazil is the world's largest coffee producer, and Minas Gerais, the state responsible for most of the coffee production in the country. In recent decades many changes have occurred in the production and consumption involving the coffee sector. Consumers and coffee buyers are more demanding about the social, environmental, economic and qualitative criteria; if the product is in compliance with labor laws, that is. Consequently, seeking to aggregate more value to their coffee production, farmers felt the need to find new methods to meet this new market niche. The Fair Trade certification has emerged as a good alternative to increase the benefit which was perceived by consumers of a differentiated coffee. Therefore, farmers associated with the Cooperative of Family Farmers from Poço Fundo were interviewed on five occasions in the meetings of the cooperative members. The study case showed that the income obtained from the marketing of the coffee with the Fair Trade certification led the farmers to better conditions to maintain a greater economic balance. Since they receive a fairer price for their coffee, the profits are reinvested in their rural properties. It is noteworthy that the participation in the Cooperative strengthened the farmers and gave them more tranquility and the feeling of being safe in their commercial transactions. It was observed that after the Fair Trade certification farmers have adopted sustainable practices which take into account the preservation of the environment. / O Brasil é o maior produtor de café do mundo, sendo Minas Gerais, o estado responsável pela maior produção cafeeira no país. Nas últimas décadas, diversas mudanças têm ocorrido na produção e no consumo envolvendo o setor cafeeiro. Os consumidores e compradores de café estão mais exigentes quanto aos critérios sociais, ambientais, econômicos e qualitativos, ou seja, se os produtos adquiridos estão de acordo com o cumprimento das leis trabalhistas. Consequentemente, os produtores rurais sentiram a necessidade de buscar novos métodos para a produção de café para atender a esse novo nicho de mercado procurando agregar mais valor à produção. A certificação Fair Trade surgiu como uma boa alternativa para aumentar o benefício percebido pelos consumidores de um café diferenciado. Diante disso, foram entrevistados produtores rurais associados à Cooperativa dos Agricultores Familiares de Poço Fundo, em cinco ocasiões, nas reuniões dos cooperados. Verificou-se nesse estudo de caso que a renda, através da comercialização do café com a certificação Fair Trade,acarretou melhores condições para os produtores rurais manterem o equilíbrio econômico. Os lucros são revertidos para as suas propriedades rurais, pois recebem um preço mais justo pelo café. Destaca-se que a participação na cooperativa fortaleceu e deu a eles mais tranquilidade e segurança nas transações comerciais. Observou-se que, após a certificação Fair Trade,os produtores rurais adotaram práticas mais sustentáveis, levando-se em consideração, a preservação do meio ambiente.