Conocimiento, actitud y comercio justo: Prácticas de los pescadores artesanales de General Villamil Playas

Abstract

This research analyzes the knowledge and attitudes of artisanal fishers in the canton of General Villamil Playas toward fair trade practices, as an alternative commercialization model aimed at strengthening the economic and social development of the artisanal fishing sector. The relevance of this study lies in the need to promote more equitable and sustainable commercial practices that improve fishers’ living conditions and reduce dependence on traditional marketing schemes. The main objective is to analyze how the level of knowledge and the attitude of artisanal fishers influence the adoption of fair-trade practices. To this end, a mixed-methods approach with a descriptive and analytical scope was applied, using surveys administered to artisanal fishers and semi-structured interviews conducted with key informants in the sector. The results show a limited level of knowledge regarding fair trade principles; however, a generally favorable attitude toward its implementation is identified, particularly when it is associated with income improvement and training processes. Nevertheless, barriers such as lack of information, resistance to change, and dependence on intermediaries persist. It is concluded that strengthening knowledge through awareness-raising and training strategies is a determining factor for consolidating positive attitudes and facilitating the progressive adoption of fair-trade practices in the artisanal fishing sector of Playas.