The Relationship Between Social Capital and Solidary Consumption: A Virtual Fair Experience

Abstract

The present study related solidarity economy principles to the idea of social capital, aiming to measure social capital levels in Bem da Terra consumers’ association, in Pelotas/RS. The Bem da Terra network was created to bring together family farmers, urban entrepreneurs and consumers to leverage a project for fair trade purposes. This article investigates whether elements of social capital are present among consumers at the fair and whether this asset has contributed to economic sustainability of the fair. We also want to assess whether active consumers at the fair differ from inactive ones in terms of social capital. To achieve these objectives, a quantitative methodology was adopted, by conducting a survey with subsequent statistical analysis to measure different facets of social capital. As main conclusions it is highlighted that (01) social capital level existing in the consumption group can be considered sufficient to guarantee virtual fair functioning; (02) not all theoretical dimensions of social capital are present in the consumer group; and (03) virtual fair active consumers have a higher social capital level than those who no longer participate in the project. As a significant contribution, the study highlights the relevance of trust and collective work as an economic support for solidarity enterprises.