A Construção social do mercado fair trade no Brasil e no mundo

Abstract

The research analyzes the construction of the fair market in Brazil and the world, their action dynamics and logic of some of its major institutions in the global and national context, triggering decisions and actions that define this new market model. The study is an exploratory and descriptive research conducted through content analysis of documents of the surveyed agents (FLO, WFTO, FACES DO BRASIL and MTE) representing the national and international model. These agents defend an alternative to the conventional market model and seek a more equitable, inclusive and fair trade. However, it has parameters and different perspectives in their application. The international model is presented as an alternative marketing model, while the Brazilian as a public policy for the projects of solidarity economy. Based on the collected data was an attempt to create a fair trade sociology addressing key concepts for the understanding of the object. Justice and market ideas were accessed to reflect how they are perceived by the surveyed agents. In addition, an analysis carried the light of economic sociology, specifically with Granovetter and Bourdieu that produced analytical tool that contribute to the perception of the various elements of the fair trade market. Thus it was realized that even under the same trade fair naming the models studied have different perspectives on its operation. Allowing states that the social construction of models directly influence how they will be achieved.