Footprint Blog


Half of the British public is now familiar with Fairtrade

Posted in Comment,Credit Crunch,Economics,Foodservice Footprint news,International,Produce,Sustainability by foodservicefootprint on April 19, 2009

 

fairtrade

According to a global survey by Globescan, commissioned by Fairtrade Labelling Organisations, half of the public are now familiar of the Fairtrade Certification Mark.

The survey, which questioned 14,500 people in 15 countries including the UK, also found that nine out of ten (91%) trust the label. Some 64% of all consumers believe that Fairtrade has strict standards, a quality that also closely correlates to consumer trust. And almost three quarters of shoppers (72%) believe independent certification is the best way to verify a product’s ethical claims.

These levels of awareness and trust are consistent with people’s action, as sales indicators show more people are shopping for Fairtrade. Sales were up in 2008 (as compared with 2007) by 24% in Austria, by 40% in Denmark, by 57% in Finland, by 22% in France, by 75% in Sweden, by 43% in the UK and by 10% in the US.

Further research found that 32% of people learn about Fairtrade through family, friends and work colleagues, whilst 16% hear about it through education, community and faith groups. Broadcast and news media account for how 33% people learn about Fairtrade. People learn about new products and concepts from their own social groups and contacts – a key ripple effect for Fairtrade.

In the UK nearly half of consumers are ethically active with high expectations of corporate responsibility. The UK has the highest level of awareness with 82% of people saying they recognise the Fairtrade mark. Of these people, 94% say they trust the fairtrade mark. More than three quarters of shoppers, 77%, believe that Fairtrade has strict standards and again more than three quarters of shoppers, 77%, believe independent certification is the best way to verify a product’s ethical claims.

Estimated retail sales of Fairtrade products in the UK topped £700m in 2008.

We have often argued that the virtues of Fairtrade are ambiguous but despite this, we believe that this is a step in the right direction.

One Response to 'Half of the British public is now familiar with Fairtrade'

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  1. Sceptically yours said,

    ‘correlates to consumer trust’ – sounds like another pc directive in a long line of pc directives from this Labour government – having financed yet another quango at vast expense.


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