世論 What Japan Thinks

goo Research conducted a detailed survey into Fairtrade products. For reference, similar questions were asked by goo Research two and a half years ago.

Demographics

Between the 28th and 31st of January 2013 2,350 members of the goo Research online monitor group completed a private internet-based questionnaire. The sample was exactly 50:50 male and female, and similarly the age groups were evenly split with 20.0% in each of the age bands from twenties to the over-sixties.

I’d like to buy more Fairtrade, but there is a definite lack of shops here selling it. The obvious product is coffee, but although I don’t drink it at home, if there is a choice when I go to a coffee shop I will take the Fairtrade one, although again it is very rare to find such a cafe.
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I can’t go anywhere in Europe or America without bumping into a Fairtrade product, usually coffee or tea, but as this recent survey from goo Research into Fairtrade found that even awareness of the system was pretty thin on the ground.

Demographics

Between the 27th and 30th of August 2010 2,350 members of the goo Research monitor group completed a private internet-based questionnaire. The sample was exactly 50:50 male and female, and similarly the age groups were evenly split with 20.0% in each of the age bands from twenties to the over-sixties.

I did reference Fairtrade once before, and I can remember somewhere seeing a Fairtrade logo on perhaps a chocolate product; certainly not a speciality brand nor a eco-brand, just a pretty normal mass-market product.
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A new-to-me blog for the NPO Japan for Sustainability recently published the results of a survey into awareness of Fairtrade that showed a quite surprising to me 17.6% who both knew the term, and knew it was concerned with poverty and the environment. In Japanese it is merely a transliteration of the English word, not a translation, and I have never seen the Fairtrade mark appearing on Japanese products, so I must say I am a bit skeptical of these numbers, even though the survey was conducted by the reputable firm Macromill Inc.

As a contrast, in the UK last year 70% could recognise the logo that appears on Fairtrade products, and this year it’s up to 82%!