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Abstract

Objective of this paper is to analyse the presence of gender differences in the purchase motivations of Fair Trade (FT) food products sold in the Italian World Shops (WS). At this end, a questionnaire has been distributed to a sample of consumers in four Italian regions. A bivariate ordered probit analysis has been performed in order to identify the determinants of the two main ethical motivations in the purchase: worker guarantees and solidarity. The variables used as determinants are individual and municipal characteristics. Among individual characteristics, gender is significant; among the municipal characteristics, the rate of female job market participation is also significant. These results give evidence of a gender gap in the preferences for public goods.

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